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- Title
Physical Store Purchase Intention: The Study of Comics Book in Malaysia.
- Authors
Sook Fern Yeo; Cheng Ling Tan; Kah Boon Lim; Irene Leong; Mei Yee Lee
- Abstract
Purpose: The main purpose of this paper is to further understand the determinant of physical store purchase intention in the comic's book industry in Malaysia. Design/methodology/approach: Measurement items were adopted to examine the relationship between price, quality, emotional value, and reference group influence on purchase intention. The sample size for this study is 200 respondents with a response rate of 98.5 percent. The respondents were the comic's readers in Malaysia. Findings: The findings conclude that the comic's readers tend to be interested and attracted to the contents of the comics that can increase their value of feeling and emotion. Thus, comic artist and cartoonist need to improve the skill of comic art and inspiration in order to attract and enhance purchase intention of current and potential consumers. Research limitations/implications: This paper provides marketers with insights into how knowledge about the factors influencing the purchase intention of consumers can be incorporated into marketing strategies. Besides, it also suggests that Malaysia's cartoonists, publishers and comic artists should build strategies to better-produced comics that are attracting instead of merely focusing on price and quality. Originality/value: This is the first interpretation of purchase intention among comic's readers in Malaysia.
- Subjects
GRAPHIC novels; COMIC books, strips, etc.; MARKETING strategy; CONSUMER preferences; POPULAR culture
- Publication
Global Business & Management Research, 2018, Vol 10, Issue 3, p1035
- ISSN
1947-5667
- Publication type
Article