<abstract xmlns="http://www.w3.org/1999/xhtml">

<p>This paper adopts a linear regression model to study the relationship between picture book color and purchase intention. The research object is selected, the research data are obtained by distributing questionnaires, the correlation coefficient formula of the linear regression model is used to get the correlation of the research independent variables, and then the least squares method is used to conduct regression analysis of picture book color preference and purchase intention. The research data show that the R² of model 1 (control variable) is 0.015. The R² of model 2 (independent variable) is 0.625, which increases the degree of explanation by 61.00% compared with model 1. The regression coefficients of the independent variables are 0.214, 0.122, and 0.126, respectively. All of them reach a significant level, which indicates that there is a significant positive effect of the color preference of picture books of Chinese and Korean children between the ages of 3-7 on the willingness to purchase. The color preference of Chinese and Korean children’s picture books aged 3-7 has a significant positive effect on purchase intention, as indicated by this. The cross-border children’s book market can benefit from this study as a good sales strategy and suggestion to better promote children’s picture books.</p>
</abstract>

This paper adopts a linear regression model to study the relationship between picture book color and purchase intention. The research object is selected, the research data are obtained by distributing questionnaires, the correlation coefficient formula of the linear regression model is used to get the correlation of the research independent variables, and then the least squares method is used to conduct regression analysis of picture book color preference and purchase intention. The research data show that the R² of model 1 (control variable) is 0.015. The R² of model 2 (independent variable) is 0.625, which increases the degree of explanation by 61.00% compared with model 1. The regression coefficients of the independent variables are 0.214, 0.122, and 0.126, respectively. All of them reach a significant level, which indicates that there is a significant positive effect of the color preference of picture books of Chinese and Korean children between the ages of 3-7 on the willingness to purchase. The color preference of Chinese and Korean children’s picture books aged 3-7 has a significant positive effect on purchase intention, as indicated by this. The cross-border children’s book market can benefit from this study as a good sales strategy and suggestion to better promote children’s picture books.

A Study on the Effect of Color Preference on Purchase Intention of Picture Books for 3-7 Year Old Children in China and South Korea

Applied Mathematics and Nonlinear Sciences

This work is licensed under the Creative Commons Attribution 4.0 International License.

This paper adopts a linear regression model to study the relationship between picture book color and purchase intention. The research object is selected, the...

A Study on the Effect of Color Preference on Purchase Intention of Picture Books for 3-7 Year Old Children in China and South Korea

Published Online: May 22, 2024

Page range: -

Received: Feb 15, 2024

Accepted: Apr 24, 2024

DOI: https://doi.org/10.2478/amns-2024-1169

Keywords
Correlation coefficient, Least squares method, Linear regression model, Children’S picture books

© 2024 Qingyun Lei et al., published by Sciendo

This work is licensed under the Creative Commons Attribution 4.0 International License.

A Study on the Effect of Color Preference on Purchase Intention of Picture Books for 3-7 Year Old Children in China and South Korea

Published Online: May 22, 2024

Page range: -

Received: Feb 15, 2024

Accepted: Apr 24, 2024

DOI: https://doi.org/10.2478/amns-2024-1169

KeywordsCorrelation coefficient, Least squares method, Linear regression model, Children’S picture books

© 2024 Qingyun Lei et al., published by Sciendo

This work is licensed under the Creative Commons Attribution 4.0 International License.

Keywords
Correlation coefficient, Least squares method, Linear regression model, Children’S picture books