Study on the Influence of Brand IP Marketing on Consumers' Purchase Intentions--The Case of "Nezha"

Abstract

This study takes "Ne Zha" as a case to investigate the impact mechanism of brand IP marketing on consumer purchase intention. Based on the field theory model, through a questionnaire survey and mixed research methods, to explore the modernization and translation path of local cultural IP and its driving effect on consumption behavior from the perspectives of emotional resonance, cultural identity and symbolic transformation. The findings reveal that the Ne Zha IP successfully activates consumers' cultural identity through narrative reconstruction and visual innovation, yet its premium pricing strategy significantly inhibits the commercial conversion of symbolic value. The research uncovers an emotion-driven "attitude-behavior gap": while most respondents experience cultural pride through the IP, actual purchasing behavior is constrained by price sensitivity, with low-price strategies significantly enhancing consumption willingness. Accordingly, the study proposes a "dynamic equilibrium" strategy: short-term solutions involve tiered pricing and cross-border collaborative designs to improve conversion efficiency, while long-term strategies require building a content-product-community ecosystem and exploring virtual derivatives to bridge the emotional-behavioral divide. This paper aims to address theoretical deficiencies in domestic cultural IP research and the lack of quantitative analysis on the underlying mechanisms of consumer emotional resonance.