The Influence of Character Branding Strategies on Purchase Intention of Pop Mart Art Toys among Generation Z Consumers in Nakhon Pathom

Abstract

The purpose of this study is to compare the demographic factors that affect purchase intention and to study the brand character building strategies that influence the purchase intention of ART TOY from the POP MART brand among GEN Z in Nakhon Pathom province. The sample used in this study consisted of 400 consumers from Nakhon Pathom province who had purchased ART TOY from the POP MART brand, specifically from the GEN Z group. An online questionnaire was used as the tool for data collection. The statistics used include percentage, mean, standard deviation, and hypothesis testing statistics, such as Independent Sample t-test for comparing the mean of dependent variables between two unrelated groups (independent from each other) and One-way ANOVA F-test to test whether the mean of two or more populations differ significantly. Multiple Regression Analysis (MRA) was also conducted to determine the relationships at a significance level of 0.050
The results showed that most of the samples were female, aged between 19-20 years old, with a bachelor’s degree, students, and had an average monthly income of 5,000-10,000 Baht. The hypothesis testing results found that demographic factors such as age, occupation, and level of education significantly affected purchase intention at the 0.500 level. For brand character building strategies, the following factors significantly influenced purchase intention at the 0.000 level: 1) Personality, 2) Physical characteristics, 3) Humor, and 4) Consumer experience. All four aspects of brand character strategy were found to be effective in influencing purchase intention, particularly the brand’s image and emotional experience among GEN Z consumers.

            The results indicate that demographic variables specifically age, occupation, and education level have a statistically significant impact on purchase intention. Moreover, four character branding strategies personality traits, physical attributes, humor, and consumer experience were found to significantly influence purchase decisions (p < 0.001). These findings suggest that effective character branding can enhance emotional engagement and brand loyalty among Generation Z consumers.