THE PRESENCE OF THE ANIME CULTURE MARKET IN ROMANIA AND THE INFLUENCE OF ITS PRODUCTS UPON THE ENTERTAIMENT CONSUMER DECISION
THE PRESENCE OF THE ANIME CULTURE MARKET IN ROMANIA AND THE INFLUENCE OF ITS PRODUCTS UPON THE ENTERTAIMENT CONSUMER DECISION

Summary/Abstract: With the opening of the Romanian cultural and economic space to foreign contacts, in the context of globalization, cultural exchanges and economic relations with countries outside the former Iron Curtain began to appear. One of these cultures, of Japanese origin, called anime culture, first entered the Romanian cultural space, then the economic one, creating a new market for entertainment products. In the present study, we realize both a retrospective of the development of the market of this culture in the Romanian landscape, and a continuation of the studies made so far, of this market, more precisely, the study of the factors that determine the adult consumer to purchase specific products of anime culture. We will refer to the influence of the artistic quality of the anime animation genre on the consumer's purchasing decision.

• Details
• Contents