Herding Behavior on Cultural Goods Consumptions: An Examination of Informational and Normative Herding on Anime Goods

Date

6-2024

Degree

Bachelor of Science in Economics

College

College of Economics and Management (CEM)

Adviser/Committee Chair

Veronica I. Castillo

Committee Member

Jefferson A. Arapoc, Gideon P. Carnaje, Maria Angeles O. Catelo

Abstract

Anime was primarily a source of entertainment, a Japanese animation with colorful characters and unique plots. Previous studies present evidence that consuming anime has given consumers a platform to express their identity, culture, and preferences. The limited capacity of consumers to process high volumes of information causes them to rely on the available information and other people’s actions. Such behavior is termed herding. To analyze the influence of herding behavior on anime consumption, primary data was collected from the 129 sample students. Using the Probit regression, the factors that explain the intention to purchase and the likelihood that individuals will consume anime goods were analyzed. Then, Tobit regression was used to determine how herding behavior significantly influences anime consumption. Results showed that individuals who are watching anime and exposure to its related content are more likely to increase their level of intention to purchase and the probability of purchasing anime goods. Drawn outcomes also established the significant influence of herding behavior on anime consumption. Both informational and normative herding behavior affect consumers in their consumption of anime goods. Furthermore, exposure to anime and its related content as well as the symbols attached to the goods purchased plays an important role in anime goods consumption.

Language

English

LC Subject

Animation (Cinematogprahy)

Location

UPLB College of Economics and Management (CEM)

Call Number

LG 993.5 2024 E2 G35

Notes

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Document Type

Thesis

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