Abstract With the rapid development of economy, animation market also develops fast and animation products become popular. While the group of university students are the most potential consumers of animation products that can not be ignored.43705

The questionnaire is designed with the theory model and the survey is conducted in Jiangsu Normal University. According to the statistics and analysis, several conclusions are made. Most of the university students are familiar with animation. The university students prefer Japanese animation and pay more attention on the plots. Through they like cartoons more than cartoon films, other forms of animation still can not be ignored such as comics. They are more likely to choose the animation products they like especially plush toys and ornaments. They like to buy animation products online but some would go to stores in person mainly to please themselves. Moreover, girl students prefer short cartoons. Boy students are more concerned about animation and know animation culture better. The students whose living expenses are between 1000 Yuan and 1500 Yuan are more likely to buy animation cartoons. However, the consumption of animation products does not have direct connection with living expenses.

Key Words: animation market     animation products     consumer behavior     

摘要随着经济的发展，动漫市场发展迅速，动漫产品越来越受欢迎。作为最具潜力的动漫产品消费者的大学生不可被忽略。

基于理论模型设计的问卷并在江苏师范大学进行了问卷调查。通过统计和分析，得出以下结果：大部分大学生熟悉动漫，偏好日本动漫并且更注重剧情情节，虽然比起动画电影他们更喜欢动画片，但不能忽视其他动漫展现形式，比如漫画。他们更愿意选择他们喜欢的动漫产品~吹冰!文:论;文'网www.chuibin.com，尤其是长绒玩具和饰品，他们常通过网购来购买动漫产品，而亲自逛店选购的人主要是为了自我愉悦消遣。此外，女生偏好短篇动画，而男生更关注动漫以及了解动漫文化，生活费在1000至1500之间的大学生更可能会购买动漫产品。但是，动漫产品的消费与生活费的高低并没有直接关系。

论文网关键词：动漫市场     动漫产品     消费者行为    

 Contents

Abstract i

摘要 ii

Chapter One  Introduction 1

1.1 Research Background 1

1.2 Purpose and Significance 2

1.3 Research Frame 3

Chapter Two  Literature Review 4

2.1 Consumer Behavior Theory 4

2.2 Researches on Animation 5

Chapter Three  The Development Prospect of Animation market 9

3.1 The Macro-environment of Animation Market 9

3.2 The Development Prospect 11

Chapter Four  Theory Model and Questionnaire Design 12

4.1 Theory Model 12

4.2 Questionnaire Design 13

Chapter Five  Analysis of the questionnaire 14

5.1 The Analysis of the Samples of the Research 14

5.1.1 The Basic Information of Respondents 14

5.1.2 Problem recognition and Information Search