ISSN: 2222-6990
Open access
The development of anime derivatives has become an important part of the anime industry in the Chinese and Asian markets. Such derivative products provide users with relevant entertainment and emotional channels in their daily lives. Changes in users' emotions are key factors influencing their behaviour when making decisions about continued use. Exploring how mood management affects users' continued use of anime derivatives remains an issue worthy of in-depth research and is of great practical significance. In addition, expanding the application of mood management theory to the field of anime derivatives consumption helps to fill a gap in the existing literature. Therefore, the purpose of this study is to explore the influence of users' mood management on their willingness to use animation derivatives consistently. Based on mood management theory, this study analyses how users regulate their emotions, which affects their willingness to continue using animation derivatives. Consumers of animation derivatives aged 18 - 35 years old were selected for this quantitative study, and a total of 297 valid questionnaires were collected. Regression analyses were conducted in this study using SPSS 27.0 to verify the relationship between variables. The results show that the positive effect of mood seeking on users' willingness to continuous intention is the most significant, followed by entertainment value, and the positive effect of mood avoidance is also significant.
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