MODELLING THE INFLUENCES OF THE ANIME CULTURE … 04 25.pdfconsumer behavior.The paper proposes a model of research suited for this particular case. We shall use a systemic approach

Iulian Boldea, Dumitru-Mircea Buda (Editors)

CONVERGENT DISCOURSES. Exploring the Contexts of Communication

Arhipelag XXI Press, Tîrgu Mureș, 2016. Section: Social Sciences

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MODELLING THE INFLUENCES OF THE ANIME CULTURE UPON

THE ROMANIAN CONSUMER BEHAVIOR

Adrian Nicolae Cazacu, PhD Student

Bucharest University of Economic Studies

Abstract: Having an established presence in Romania, the anime culture’s products became a

significant part of the entertaiment market. It is therefore important to study its influence upon the

consumer behavior.The paper proposes a model of research suited for this particular case. We shall

use a systemic approach of the consumer behavior, which includes the Veblen variables.Based upon

the results of a study carried out earlier, we shall apply an in-depth statistical analysis of the data.

Keywords: anime, behavior, consumer, endogen, exogen




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FEEDBACK

1. The proposed research model for studying cultural influences on consumer behavior

Cognitive model of cultural influences on consumer behavior research

Legend

Main functional relations

Secondary functional relations

Retroactive curves




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The proposed model1 is composed from the morphological point of view, of five

functional constitutive blocks, each being incorporated into the functionality of the open,

dynamic, global system, which aims to research certain exogenous influences on the consumer

behavior and use the results in substantiation of the marketing decisions..

Consumer behavior, considered as a whole, an open, non-linear, is characterized by

observability, controllability and versatility (the sent feedback being the response to some

external stimulus), and stability.

Through its structure, the proposed model contains three types of relations (Class S3):

primary, secondary, retroactive.

According to the presented scheme, the model includes the following functional blocks:

▪ Block A: The process of buying decision. It has the following components:

A1-need for consumption of the anime’s culture products, A2-complex

information and identification of alternate options for the behavior, A3-

evaluation of the alternatives by applying the decision rules, A4-

identification of the evaluation result, A5- after decisional evaluation, all of

these referring to marketing directly related matters, that lead to the

assessment of consumer behavior, as a result of the exogenous influences,

components accepted by specialists in the field, which proved useful for

understanding the fundaments of a decision;

▪ Block B: The direct observable influences. The block is composed by the

following components: B1- situational factors, mainly defining the task of

the decision-maker, the decision environment, etc., B2- economic factors,

which essentially represent the share of the expenses made for culture,

among the others, B3- specific factors of the marketing mix(the emergence

of manga and anime market in the world, also in Romania, and as a result

of all these, the formation of a cultural identity of anime fans in Romania,

especially among the young people: B4- demographic factors;

▪ Block C: The exogenous influences. The components are essentially

corresponding to the "Veblenian model": C1-culture, C2-subculture, C3-

social class, C4-reference group, C5- affiliation group, C6-family; the

influences exercised by C1, C2, C4 variables will be analyzed from two

points of view: a systemic approach, following a specific algorithm for

dynamic open systems, build on the existing data, provided by block B, and

a cultural and economic approach summarizing results from the literature

and the author's research.

1 Implementation and analysis of the proposed model departed from thr example presented by authors in the article:

„Modelling the Image Research of a Tourism Destination”, publicat în Vol. XVI, Nr.. 8, Noiembrie 2014, Contemporary

Approaches and Challenges of Tourism Sustainability, Amfiteatrul Economic




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Exogenous factors, changed by an external disturbance, lead to changes of different

intensities for the final state of the subsystem C-D.

▪ Block D: The endogenous influences. The components of this block, D1-

perception, D2-motivation, D3-information / learning / personality, D4-

attitude, demonstrate the complex structure of mainstream consumer

behavior. The questionnaire developed to evaluate the influence of

exogenous and endogenous factors on the five dimensions of the consumer

behavior (perception, information, motivation, attitude and as a result, the

real manifestation) is designed by author, following the professional

guidelines. Analysis results suggest a favorable behavior related to the

anime culture and its derived products;

▪ Block E: The behavioral development(of the mass-media mainstream

consumer). It refers to the time dynamic and development of this behavior,

also regarding the necessity of following it, especially the key components

for the purpose of buying decision:

E1-behavioral dynamic of the mass-media mainstream consumer

E2- time behavioral evolution (of the mass-media mainstream consumer)

E3- the effectiv behavior. Key variables

Regarding the proposed model, as the scheme presents, the functional relationships are

divided in three classes, as it follows:

Main functional relationships, highlighted by dark thick arrows, pointing to the right,

which refer to the fundamental connections between blocks.

Secondary functional relationships, highlighted by dark thin arrows, care ilustrează

conexiuni structurale între componentele unui bloc şi cele ale blocului următor.

Retroactive curves(feedback), red colored, highlighted by thick or thin, referring to blocks

or to their components, having the mean of making the connexion between behavior

dynamic(Block E) and the others blocks, in a systemic approach appropriate to the

construction of this model.

As to the morphological structure of the proposed model, the functional relationships

describe the operational mode,

a) The process of buying decision(Block A). The main functional relationships sends to the

next block, where are presented the direct observable aspects of the influence upon the

consumer behavior. The secondary relationships highlight the connection between the need

for the anime products-A1 and the economical factors-B2, namely: the structure of the

mass-media consumer expences. A1-the need of consumption acts upon the development of

the anime marketing mix-B3;

b) The direct observable influences (Block B). A specific role is related to the B4 component-

the demographic factor: anime identity emergence(the fans) mainly in the teenage

population. The B4 component influences C4 component of the next block, the reference

group(in which the individual integrates by preference). The main functional relationschips




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send to the subsystem C-D of exogenous and endogenous influences, accepted and studied

by the specialists in the field;

c) The exogenous influences (Block C), the social influences, according to Veblen theory, have

a main significance in the model’s functional relationships, because they determine,

together with the other factors, related to the individual personality, the inner state of the

consumer, and consequently, his behavior. The secondary functional relationships

highlight the particular connections. The six components of this block have influence upon

the component D4 of the next block. Also is to be mentioned the influence of components

C1, C2 and C4 upon the behavior dynamics, E1 component.

The main relationships connect the C-D subsystem to the last block E.

d) The endogenous influences (Block D). To determine the intensity of the influences exercised

by the anime phenomenon upon perception, motivation, information, attitude and actual

manifestation of the mainstream consumer, we conducted a survey in the form of a

questionnaire whose items relate strictly to these behavioral dimensions. The efective

manifestation’s component, determined by the four components of the D block, was

included, as being a result, in the behavior dynamics component of Block.E. The attitude

component-D4, makes the connection between D1-perception and E3-efective behavior.

e) The behavioral development(Block E) is determined by the exogenous and endogenous

influences subsystem in two ways: from a global perspective of the main functional

relationships, and also in terms of secondary functional relationships shown in the

diagram. For example, the perception of the related anime culture products -D1, along

with other interrelated endogenous components was considered a decisive factor of the

behavioral development trends over time(E2).

The retroactive curves determined by block E, due to the time evolution of behavioral

dynamics, are reconfiguring all the other blocks in the sense that it determines:

Considerations for mainstream consumers, regarding the group of belonging

Influences at different levels on the components in each block

To validate the presented behavioral model a test analysis, according to the logic of

this model, highlights some significant variables of the blocks, following the functional

relationships between them.

We start from the fact that a justified point of view on the anime culture and marketing

of derivative products can be had, only by those who know about this kind of culture, about

derivative products of anime, and can make comparisons with other cultural known products

or on the influence exerted in the ranks of the consumers. Consequently, we refer to the survey

conducted in the context of analyzing the effects of the anime phenomenon upon the behavior

of the Romanian consumer of mainstream media.

The conducted survey is addressed to an eterogen group of 422 people, belonging to

the existent discussion forums related to mass media entertainment and follows the functional

relationships from inside the subsystem of the Blocks C and D, and the effects upon the

behavioral dynamics, the functional relationships between the C-D subsystem and the Block E.




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The familiarity with the notion of anime-information was the objective from the first

item of the questionare and proved the existence of those “extremely familiar” with this kind

of animation in the ranks of the mass media entertainment consumers in the percentage of

82%.

The attitude of the anime products buyer is identified in the second item, the adjectives

that indicate a “favorable attitude” being predominant. The attitude is completed by the results

obtained at the third item (Item 3) which highlights the importance of subtitling and

consequently of the localization of anime in percent of 67%.

Identifying preference for derived products of the anime culture was done in the

investigation conducted via Item 4 of the questionnaire, resulting 76% of positive answers.

The motivation for purchasing such products was highlighted in Item 5, because of the

"personal use" of 75%.

One characteristic of the target group is the age. Most respondents are young people.

As a general feedback for the realised model:

The identification of the need for derived products of the anime culture (component A1

in Block A), as a starting point in the decision process of buying, is determined by the

behavioral dynamic behavior of the mainstream media consumer, due to the influence exerted

by the components of the subsystem C-D.

2. Model validation

For the presented behavior model validation, a test-analyse, according its logic,

highlights some significant variables of the blocks, following the functional relationships

between them.

We start from the fact that a justified point of view related to the anime culture, and to

its related products marketing, belongs to those who know about it and can make comparisons

with other popular cultural products, also having an opinion about the influence on the

consumers.

Consequently, we are referring to a study (Cazacu, 2016) ) conducted on a sample of

422 participants, who followed the effects of the anime phenomenon on the mainstream

Romanian consumer behavior.




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In the following, we will analyze the data obtained through the presented model. We

will follow the subsystem functional relationships between C-D and Block E, specifically: the

secondary functional relationships:D1,2,3,4->E1,E3->A1.

Thus, the familiarity with the concept of anime (information) demonstrated the

predominance of those "very familiar" with this kind of animation, among the consumers in

the media entertainment, the percentage of 82% responders thus forming the modal group, that

is the indicator of the central tendency. The univariate analysis applied to the obtained scores

uses the SPSS statistical indicators and interpretation. The Skewness coefficient of 2.134

indicates a clear asymmetry, the positive error being 0.913, the admited intervalul being [-

1,82;1,82].(D3->D1->D4->E3)

The distribution of scores is asymmetric positive, leptocurtic, the scores being dispersed

around the average (Kurtosis has value 4597> 4, the permitted range being [-4, 4], so the

distribution shows a significant positive excess).




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Regarding the dimension of the anime products buyer's perception, there were 3090

recorded responses, the participants having the opportunity to tick several characteristics of

anime. Maximum recorded values are favorable adjectives. The median value is 249, the

position is between the "cultural" and "intelligent" adjectives, in the interval [247; 251].

Average score is 220.71 and lies somewhere between the positions corresponding to the

"educational" and "wonderful" adjectives. (The functional D1-> D4-> E3)

Distribution of scores for the adjectives attributed to the anime is negative asymmetrical (1311

Skewness value is not within permitted range) and of flattened shape (spread around the




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average). Attitudinal dimension is partly represented by the results that highlight the

importance of subtitling, so of localisation, at the precent of about 93% in its favor ("most

important" and "verry important" cumulative). (The functional D4> E1)

Identifying the preference for anime culture’s derived products in the conducted

investigation, resulted 76% of positive answers: 316 respondents versus only 98 adjacent

prefer products of this culture. (C4 -> E1, D3-> D1 > D4> E3)

The motivation for purchasing such products was highlighted in the investigation,

asking for the purpose of the buying action, the main reason being the result of "personal use"

in proportion of 75%. Distribution of scores is symmetrical compared with the average (1,588

Skewness coefficient is within limits), values being dispersed from a unitary minimum to the

modal value of 308 answers in favor of buying for personal use. (D2-> D1-> D4 -> E3)




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As to the age, which is one of the characteristics of the target group, the respondents,

according to the recorded answers, are mostly young people without biological significance of

gender.Distribution of scores is symmetrical. The modal group consists of the group with most

components, in this case, the participants aged between 18 and 25 years.( The secondary

relationships: B4->C4; D3->D1->D4->E3 )

As general feedback of the presented model:

The identification of need for the related products of the anime culture(the component

A1 in Block A), as starting point in the buying decision process, is determined by the dynamics

of media mainstream consumer behavior, due to the influence exercised by the C-D subsystem

components.(Retroactive curve E1,E3->A1)

3. Conclusions

Having an important presence, both in the economical and cultural areas, the anime

culture is an essential factor which is acting upon the media entertainment consumers from all

over the world. After it had expanded beyound the borders of Japan, it had succesfully

integrated in the american economical and cultural environment, during the years 70’-80’, and

afterwards to integrate itself in Europe and other countries. In Romania, after it began its

official integration in the cultural environment, starting with the 90’s, it has succeded to

integrate itself in the economical environment, following the emergence of the related anime

products and the manga comic books, on the Romanian market. We have considered of great

importance, the study of the anime culture presence in Romania, and also the behavior of the

Romanian entertainment consumer, I this regard.

In the purpose of marketing research, I have realised a model about the influences of

the anime culture and its related products upon the consumer behavior, in Romania. The model

is tested through a survey, from which I have selected some representative items.

Bibliography




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MODELLING THE INFLUENCES OF THE ANIME CULTURE … 04 25.pdfconsumer behavior.The paper proposes a model of research suited for this particular case. We shall use a systemic approach