The Influence of Disney's Classic Image and Internet Celebrity Image on Consumers' Consumption Intention

Abstract

With the popularity of the new Disney image, Lina Bell, people are curious about whether these Internet celebrity images will have different impact on consumer behavior. Given the fact that Micky Mouse, the classic image of Disney, has unique significance for generations, this paper aims to compare these two kinds of images and study the impact of them on consumption intention. Based on our research, we hope to give suggestions on the choice of corporate image and product design. In this paper, we obtained data by distributing a questionnaire on the Internet, which measures five variables named informative, entertainment, conviction, attention and intention. Then, we not only used descriptive statistical analysis, but also applied quantitative methods such as correlation analysis, regression analysis and analysis of variance to interpret the data. Finally, we reached some conclusions: 1) young females show higher consumption intention when it comes to Disney’s products; 2) consumption intention has a stronger relationship with the entertainment and conviction; 3) most of the people still prefer traditional images despite the increasing popularity of Internet celebrity images.