Psychological mechanisms driving the consumption of phenomenal IP: An integrated model based on perceived value theory and self-determination theory with empirical validation

Psychological mechanisms driving the consumption of phenomenal IP: An integrated model based on perceived value theory and self-determination theory with empirical validation | Research Square window.SnipcartSettings = { analytics: { enabled: false } }; (function() { var accessVector = localStorage.getItem('access_vector') || ''; window.dataLayer = window.dataLayer || []; if (accessVector) { window.dataLayer.push({ user: { profile: { profileInfo: { snid: accessVector } } } }); } })(); (function(w,d,s,l,i){w[l]=w[l]||[];w[l].push({'gtm.start':new Date().getTime(),event:'gtm.js'});var f=d.getElementsByTagName(s)[0],j=d.createElement(s),dl=l!='dataLayer'?'&l='+l:'';j.async=true;j.src='https://www.googletagmanager.com/gtm.js?id='+i+dl;f.parentNode.insertBefore(j,f);})(window,document,'script','dataLayer','GTM-K279D39R'); Browse Preprints In Review Journals COVID-19 Preprints AJE Video Bytes Research Tools Research Promotion AJE Professional Editing AJE Rubriq About Preprint Platform In Review Editorial Policies Our Team Advisory Board Help Center Sign In Submit a Preprint Cite Share Download PDF Article Psychological mechanisms driving the consumption of phenomenal IP: An integrated model based on perceived value theory and self-determination theory with empirical validation Shuxian Zhao, Xueli Tan, Shanshan Zhao, Yanfeng Liu This is a preprint; it has not been peer reviewed by a journal. https://doi.org/ 10.21203/rs.3.rs-9427101/v1 This work is licensed under a CC BY 4.0 License Status: Under Review Version 1 posted 8 You are reading this latest preprint version Abstract In the context of digitalization and globalization, phenomenal intellectual property (IP) has increasingly shaped contemporary consumer behavior; however, a systematic understanding of how it influences consumers’ willingness to choose through underlying psychological mechanisms remains limited. Drawing on the stimulus–organism–response (SOR) framework, this study integrates and extends perceived value theory (PVT) and self-determination theory (SDT) and employs a second-order structural equation model (SEM) to examine the relationships among multidimensional perceived value, intrinsic motivation, and willingness to choose. The findings indicate that multidimensional perceived value enhances consumers’ intrinsic motivation, thereby increasing their willingness to choose. In addition, competence, relatedness, social curiosity, and flow experience play critical mediating roles in this process. Further analysis reveals that social curiosity exerts a negative moderating effect on the relationship between autonomy and willingness to choose, highlighting the complex interplay between intrinsic motivation and socially driven motivation. By developing an integrated theoretical framework, this study advances understanding of how perceived value and intrinsic motivation jointly shape consumer decision-making and offers a novel perspective for research on consumer behavior in cultural consumption contexts. Business and commerce/Business and management Social science/Business and management Business and commerce/Information systems and information technology Biological sciences/Psychology Social science/Psychology Phenomenal intellectual property Extended Perceived Value Theory Extended Self-Determination Theory Second-order structural equation model Stimulus-Organism-Response framework Figures Figure 1 Figure 2 1. Introduction Amid the accelerating convergence of digitalization and globalization, media and cultural products have profoundly reshaped consumer behavior and consumption preferences. Among these, phenomenal intellectual property (IP)—including films, video games, animation, and literary works—has emerged as a key driver of cultural consumption and tourism development, demonstrating substantial market potential and societal influence (Ministry of Culture and Tourism of the People’s Republic of China, 2015). Phenomenal IP refers to cultural content that gains rapid popularity within a short period, generating widespread public attention and deep user engagement (IP Data Cloud, 2024 ). Its core characteristics lie in strong cognitive penetration and cultural resonance, enabling the development of intense emotional connections and brand loyalty (21st Century Business Herald, 2024 ). For example, the game Black Myth: Wukong , characterized by its distinctive cultural connotations and innovative presentation, has attracted global attention and significantly influenced consumer preferences and choices regarding related products and tourism destinations (Chinese Social Sciences Network, 2024 ). These observations suggest that phenomenal IP, by stimulating emotional identification and value resonance, has become a key force shaping consumption decisions and fostering brand loyalty. Accordingly, examining how phenomenal IP influences consumers’ willingness to choose not only enriches consumer behavior research but also provides valuable theoretical guidance and practical insights for cultural industries and marketing practices. Existing research on phenomenal IP has primarily examined its commercialization processes, dissemination strategies, and derivative product development. Prior studies have highlighted the roles of content quality, communication channels, and user interaction in shaping market performance (Yu, 2016; Li, 2020 ). Other studies have explored innovation in IP derivatives and adaptation mechanisms across media forms (Zhen & Mansor, 2022 ; Li, 2024 ). While these studies provide valuable insights into the economic and operational dimensions of phenomenal IP, they largely adopt a macro-level or case-based perspective and pay limited attention to the underlying psychological mechanisms driving consumer decision-making. In particular, how multidimensional perceived value interacts with intrinsic motivation to influence consumers’ willingness to choose remains underexplored. To address this research gap, this study is grounded in the stimulus-organism-response (SOR) framework and integrates the extended perceived value theory (PVT) with self-determination theory (SDT) to systematically examine the mechanisms through which phenomenal IP influences consumers’ willingness to choose from the perspectives of psychological motivation and multidimensional perceived value. PVT conceptualizes consumers’ evaluations as a multidimensional construct encompassing functional, emotional, and social dimensions, but it does not explain how such evaluations translate into internal motivational states (Chi & Kilduff, 2011 ). SDT addresses this limitation by explicitly clarifying the critical roles of individuals’ basic psychological needs—autonomy, competence, and relatedness—in motivating behavior and has been extensively applied in motivation research within psychology and marketing; nevertheless, it does not specifically explain the process of multidimensional perceived value formation in complex real-world consumer contexts (Ryan & Deci, 2020 ). Furthermore, flow experience and social curiosity, as moderating variables, not only enrich the theoretical framework of intrinsic motivation but also highlight the critical role of social interaction in the dissemination of phenomenal IP. In particular, flow experience reveals the psychological mechanisms underlying consumers’ immersion in IP content, whereas social curiosity helps explain how external social factors moderate the activation of consumers’ intrinsic motivation (Yang et al., 2022 ). Specifically, this study conceptualizes perceived value as a multidimensional construct and systematically examines its effects on key motivational variables, including competence, relatedness, social curiosity, and flow experience. In addition, it identifies the moderating role of social curiosity, thereby elucidating the underlying tension between externally driven social motivation and intrinsic autonomy. This study makes three principal contributions. First, it extends the application of the SOR framework at the level of consumer motivational mechanisms by revealing the internal processes through which perceived value influences behavioral intention via multiple motivational pathways. Second, it refines the multidimensional structure of perceived value in the context of phenomenal IP, thereby enriching the theoretical understanding of the value–motivation relationship. Third, it uncovers the interaction between intrinsic motivation and socially driven motivation, offering more profound insight into the complexity of consumer behavior in digital cultural consumption contexts. 2. Literature Review 2.1 Phenomenal IP and Consumer Behavior The emergence of phenomenal IP is closely associated with the rapid expansion of the global digital entertainment and cultural creative industries. Phenomenal IP generally refers to cultural content forms that rapidly gain widespread popularity within a short period, attracting extensive social attention and fostering deep user engagement, such as popular films and television productions, games, animation, and literary works (Li, 2020 ; Zhen & Mansor, 2022 ; Li, 2024 ). Such IPs not only drive the growth of cultural consumption but also exert profound influences on consumers’ tourism decisions, brand preferences, and consumption behaviors, thereby becoming a prominent focus of academic inquiry. Existing research on phenomenal IP can be broadly grouped into three streams. First, some studies focus on commercialization logic and business model innovation, highlighting how content development, user interaction, and industrial-chain coordination contribute to market success. For example, Li ( 2020 ), through a case study of the popular IP drama Joy of Life , identifies in-depth content development, innovative business models, and enhanced user interaction as key drivers of IP success. Second, another stream examines dissemination value and IP branding, emphasizing communication channels, audience structure, and ecosystem optimization. Yu (2016), for instance, analyzes the communication value of phenomenal IP from multiple dimensions, including content design, communication philosophy, and audience engagement, and proposes a framework for optimizing the IP communication ecosystem through branding strategies. Third, a growing body of work investigates derivative development and adaptation processes, particularly the transformation of original IP into games, comics, animation, and related products. Li ( 2024 ) explores the application of Chinese original IP in derivative product design using the case of Genshin Impact , while Zhen and Mansor ( 2022 ), drawing on brand extension theory, examine how online literature IP can be successfully adapted into comics and animation, highlighting patterns of consumer acceptance and willingness to pay. Collectively, these studies establish the commercial relevance of phenomenal IP within the cultural and creative industries. However, they primarily focus on industrial performance and market outcomes, offering limited insight into the underlying psychological mechanisms that shape consumer decision-making. Although the aforementioned studies have examined the impacts of phenomenal IP from multiple perspectives—including production, dissemination, business models, and brand extension—several limitations remain. First, existing research predominantly relies on case study approaches. While such methods are useful for identifying the success factors of specific IPs, the generalizability and broader applicability of their findings remain limited. Systematic and quantitative empirical studies remain insufficient, particularly with regard to comprehensive theoretical validation and empirical generalization of the cross-domain impacts of phenomenal IP. Moreover, existing studies tend to focus on the communication value and business models of phenomenal IP yet lack a systematic theoretical framework to explain how phenomenal IP influences consumers’ willingness to choose through multidimensional perceived value and psychological motivation. Consequently, the literature lacks in-depth exploration of underlying behavioral mechanisms, particularly overlooking the dynamic interactions between consumers’ perceived value evaluation and the formation of psychological motivation. Third, although prior studies have addressed consumer participation and interaction with IP, they largely remain at the level of superficial behavioral analysis and insufficiently explore the interplay between social factors and consumers’ psychological states. For example, how social interaction stimulates consumers’ emotional engagement and value identification, as well as its influence on consumption decision-making mechanisms, remains insufficiently examined. Finally, consumption of phenomenal IP is often driven by multiple motivations, encompassing both extrinsic incentives and intrinsic motivation. However, limited attention has been given to how intrinsic motivation is activated and how it interacts with perceived value in a complex manner. This omission in the literature limits a holistic comprehension of how consumers make decisions. To overcome the identified limitations in prior research, this study adopts the SOR framework and combines PVT with SDT to systematically analyze the mechanisms through which consumers’ multidimensional perceived value and intrinsic motivation influence willingness to choose in the context of phenomenal IP. Furthermore, this research pioneers the integration of social curiosity and flow experience into SDT as moderators of intrinsic motivation, with specific attention to how social interaction shapes the diffusion of phenomenal IP. 2.2 Theoretical Background 2.2.1 Perceived Value Theory PVT constitutes a foundational framework in consumer behavior research, explaining the subjective psychological evaluation process through which consumers assess trade-offs between inputs and outcomes (Chi & Kilduff, 2011 ). This theory elucidates how consumers make subjective trade-offs between “perceived costs” (e.g., price, effort, and time) and “perceived benefits” (e.g., functional value, social value, and sentimental value) (Sweeney & Soutar, 2001 ). Building on this perspective, Sheth et al. ( 1991 ) proposed a five-dimensional structure comprising functional value, sentimental value, social value, hedonic value, and economic value. To further investigate phenomenal IP, this study additionally incorporates utilitarian value and narrative value to better capture the multidimensional evaluative structure of phenomenal IP consumption. In recent years, the focus of PVT research has shifted from traditional goods and services to digital and cultural creative industries. Gallarza et al. ( 2011 ) introduced sentimental value and narrative value into experience economy research, emphasizing the importance of emotional resonance and narrative storytelling in the experiential process. In the context of cultural and creative product consumption, phenomenal IP, such as popular television series and cross-media games, enhances consumers’ sentimental value and social value experiences through rich narrative depth and strong community engagement, thereby stimulating their purchase and participation intentions (Kim et al., 2019 ; Swirsky & Spaniol, 2024 ). Therefore, PVT provides a solid theoretical foundation for understanding how phenomenal IP shapes consumers’ willingness to choose. 2.2.2 Self-Determination Theory SDT is a psychological theoretical framework for examining human motivation and behavior, aiming to elucidate the formation mechanisms of intrinsic motivation and its driving effects on behavior (Deci & Ryan, 2013 ). SDT distinguishes between two fundamental forms of motivation: intrinsic and extrinsic. Intrinsic motivation is driven by the satisfaction of core psychological needs—namely autonomy, competence, and relatedness (Ryan & Deci, 2020 ). With the advancement of research, SDT has been further extended to incorporate variables such as flow experience and social curiosity, thereby explaining behavioral engagement across diverse contexts (Kashdan et al., 2018 ). “Flow experience” denotes a condition of deep immersion characterized by heightened focus and intrinsic enjoyment during task engagement, whereas "social curiosity" reflects individuals’ desire for social interaction and the exploration of new relationships. These psychological factors not only enhance consumers’ behavioral engagement but also play a critical role in the dissemination and consumption of phenomenal IP (Deci & Ryan, 2013 ). SDT emphasizes that consumers’ intrinsic motivation, during the experience of phenomenal IP, can also strengthen the intention to choose by meeting fundamental psychological needs, including autonomy and relatedness. Moreover, social curiosity and flow experience help explain how consumers develop sustained engagement through interactive and immersive experiences, thereby facilitating consumption decisions. Therefore, SDT not only provides an analytical lens for understanding consumers’ psychological states but also offers psychological support for the development of marketing strategies related to phenomenal IP (Amenuvor et al., 2019 ; Gao et al., 2018 ). 2.2.3 Stimulus-Organism-Response Framework The SOR framework is a widely adopted theoretical model in consumer behavior research, used to explain how external environmental stimuli influence behavioral responses through individuals’ internal states (Pantano & Viassone, 2015 ). This framework consists of three components: stimulus (S), organism (O), and response (R). Stimulus (S) refers to external environmental factors or informational inputs, such as the content, context, and brand value provided by phenomenal IP; organism (O) represents consumers’ psychological and emotional states, including perceived value and intrinsic motivation; response (R) reflects the behavioral outcomes or willingness to choose exhibited by consumers. The core premise of the SOR framework is that external stimuli do not directly influence consumer behavior; rather, they exert their effects indirectly through individuals’ internal psychological and emotional mechanisms (Zhao & Liu, 2023 ). In the context of phenomenal IP, this framework explains how perceived value influences consumers’ purchase or choice decisions through psychological motivation. This framework has been extensively utilized across domains, including marketing, environmental psychology, and digital consumer behavior, providing a clear and structured lens for analyzing complex consumer behavior patterns (Kimiagari & Malafe, 2021 ). Grounded in the SOR framework, this study integrates PVT and SDT to develop a second-order structural equation model (SEM) for systematically analyzing consumer behavior in the context of phenomenal IP. As illustrated in Fig. 1 , at the stimulus level, perceived value theory provides a multidimensional evaluative framework, encompassing functional value, sentimental value, social value, hedonic value, economic value, utilitarian value, and narrative value. These dimensions comprehensively capture the complex cognitive processes through which consumers evaluate phenomenal IP. At the organism level, self-determination theory further refines consumers’ psychological mechanisms by emphasizing how autonomy, competence, relatedness, flow experience, and social curiosity stimulate intrinsic motivation and shape behavioral intentions. At the response level, willingness to choose is treated as the outcome variable, jointly driven by both the stimulus and organism components, thereby reflecting consumers’ final decision-making behavior regarding phenomenal IP. Furthermore, this study is the first to incorporate flow experience and social curiosity as key moderating variables of intrinsic motivation within the model, examining their moderating effects on willingness to choose. This innovation not only extends the application of self-determination theory in consumer behavior research but also enhances the applicability of the SOR framework in explaining complex behavioral mechanisms. By integrating Perceived Value Theory with SDT under the SOR framework, this study provides a systematic analytical tool for examining the driving mechanisms of consumer behavior in the context of phenomenal IP. The multidimensional value assessment of PVT complements the intrinsic motivation analysis of SDT. This integrated theoretical model not only addresses limitations in existing research regarding theoretical depth and dynamic mechanism analysis but also enhances explanatory power and provides practical guidance for the cultural industry and marketing practice. 2.3 Research Hypothesis 2.3.1 Perceived Value and Willingness to Choose Perceived value denotes consumers’ subjective appraisal that emerges from weighing the benefits received against the costs incurred in relation to products, services, or experiences (Lu et al., 2022 ). In the present study, it is operationalized as a higher-order latent construct comprising several first-order dimensions, namely functional value, sentimental value, social value, hedonic value, economic value, utilitarian value, and narrative value. These value dimensions represent specific evaluative aspects of products or experiences and collectively shape consumers’ overall perceived value. Willingness to choose refers to consumers’ tendency and decision intention toward a product or service in a specific context and is commonly regarded as a key indicator of potential purchase behavior and behavioral motivation (Lam & Hsu, 2006 ; Lin & Huang, 2012 ). Existing studies consistently indicate that perceived value is a central determinant of the consumer decision-making process, with higher levels of perceived value associated with stronger willingness to choose (Sweeney & Soutar, 2001 ; Wu et al., 2014 ; Chiu et al., 2014 ). The multidimensional nature of perceived value influences consumers’ behavioral intentions in several key ways: Functional Value emphasizes the utility and performance of products or services, thereby satisfying consumers’ basic needs (Candi & Kahn, 2016 ; El-Adly, 2019 ). Sentimental value highlights the emotional satisfaction and pleasurable experiences gained during consumption, contributing to stronger emotional attachment and brand loyalty (Chiu et al., 2014 ; Kim et al., 2019 ). Social value focuses on the social recognition and sense of belonging that consumers derive from consumption, particularly in socially driven consumption contexts (Lin & Huang, 2012 ). Hedonic value emphasizes the entertainment and immersive experiences generated during consumption, which enhance consumers’ interactive engagement and willingness to choose (Lee et al., 2011 ). Narrative Value enhances emotional resonance and psychological immersion through the mechanism of “narrative transportation,” thereby promoting purchase intention (Van Laer et al., 2019 ). In the context of phenomenal IP, rich narrative structures and cultural depth significantly enhance consumers’ immersive experiences and psychological engagement, thereby increasing their willingness to choose (Liu, 2024 ). This further indicates that narrative value, as a key characteristic of phenomenal IP, fosters emotional identification through contextual framing and cultural resonance, ultimately influencing consumers’ behavioral decisions. Furthermore, the role of social value in shaping consumers’ behavioral intentions should not be overlooked. Lin and Huang ( 2012 ) found that when consumers gain social recognition and a sense of belonging through community interaction or cultural participation, their willingness to choose increases significantly. These findings suggest that the influence of multidimensional perceived value on consumer behavior is characterized by contextual dependence and interactive effects, particularly in the dissemination and consumption of phenomenal IP. Based on the above theoretical analysis and empirical evidence, this study proposes the following hypothesis: H1: Perceived value has a significant positive effect on willingness to choose. 2.3.2 Perceived Value and Self-Determination Theory SDT is a psychological framework that examines individual motivation and its underlying driving mechanisms (Deci & Ryan, 2013 ). This theory posits that the spontaneity and persistence of individual behavior largely depend on the satisfaction of three basic psychological needs: autonomy, competence, and relatedness (Ryan & Deci, 2020 ). With the advancement of research, SDT has been further extended to incorporate variables such as flow experience and social curiosity, thereby offering a more comprehensive explanation of behavioral engagement patterns and psychological motivation across diverse contexts (Kashdan et al., 2018 ). This theoretical extension not only deepens the understanding of the complexity of intrinsic motivation but also provides an important perspective for analyzing social interaction and immersive experiences in consumer behavior. Specifically, autonomy refers to individuals’ sense of self-control and initiative in behavioral choices, reflecting their autonomy and agency in the decision-making process (Ryan & Deci, 2020 ). Competence describes individuals' perceived capability and confidence when facing challenges or tasks, reflecting the alignment between their abilities and task demands (Ryan & Deci, 2020 ). Relatedness emphasizes individuals’ sense of inclusion and acceptance within social relationships, manifested as identification with and attachment to groups or social networks (Ryan & Deci, 2020 ). Flow experience describes a state of deep immersion and intense concentration during an activity, typically accompanied by enjoyment and a distorted sense of time, which enhances user experience and sustained engagement (Csikszentmihalyi, 1988 ; Pantano & Viassone, 2015 ). Social curiosity refers to individuals’ interest in and motivation for social interaction, manifested in a tendency to actively seek information and establish social connections (Kashdan et al., 2018 ). Perceived value not only influences consumers’ behavioral intentions but also exerts a profound impact on their psychological states and intrinsic motivation (Van den Broeck et al., 2014 ). In the context of phenomenal IP consumption, the evaluation of multidimensional perceived value directly or indirectly satisfies consumers’ psychological needs and further stimulates their self-determined tendencies. Functional Value enhances consumers’ sense of control over decisions and confidence in their choices by providing utility and goal congruence (Ng et al., 2024 ). For example, the sense of task accomplishment derived from functional value motivates consumers to develop stronger needs for autonomy, thereby encouraging active engagement in purchase or usage behaviors. Sentimental value deepens the emotional connection between consumers and experiences by providing pleasure and satisfaction while also enhancing their confidence and sense of achievement in task completion (Sun & Liang, 2020 ). For instance, emotional resonance in films or games enables consumers to perceive enhanced capability at both cognitive and affective levels, thereby strengthening their competence. Social value emphasizes group identity and social interaction, reinforcing relatedness by fostering consumers’ sense of inclusion within social networks (Swirsky & Spaniol, 2024 ). For example, discussions and interactions centered on phenomenal IP within social platforms enhance consumers’ sense of community belonging and social support, thereby increasing their willingness to participate. Hedonic value and narrative value emphasize immersive experiences and cultural resonance, effectively stimulating consumers’ flow experience and social curiosity (Kim & Thapa, 2018 ; Fraschini & Tao, 2023 ). For instance, well-crafted IP narratives not only enhance consumers’ immersion but also promote social interaction and exploratory behavior, thereby further strengthening social curiosity and engagement motivation. Drawing on the preceding theoretical considerations and empirical evidence, the following hypotheses are advanced in this study: H2: Perceived value has a significant positive effect on autonomy. H3: Perceived value has a significant positive effect on competence. H4: Perceived value has a significant positive effect on relatedness. H5: Perceived value has a significant positive effect on social curiosity. H6: Perceived value has a significant positive effect on flow experience. 2.3.3 Self-Determination Theory and Willingness to choose In consumer behavior research, self-determination reflects the sense of self-driven motivation, perceived control, and meaningful connection that consumers experience during their interactions with products or services (Shahid et al., 2024 ). These psychological experiences not only stimulate intrinsic motivation but also significantly influence willingness to choose, defined as consumers’ propensity to adopt or purchase a particular product or service. The stronger the willingness to choose, the greater the likelihood that consumers will translate intentions into actual behavior (Lam & Hsu, 2006 ). SDT suggests that satisfying fundamental psychological needs—autonomy, competence, and relatedness—strengthens intrinsic motivation, which subsequently fosters positive behavioral tendencies and elevates individuals’ willingness to choose (Deci & Ryan, 2000 ; Sheldon et al., 2001 ). Autonomy denotes the degree to which individuals perceive freedom and self-regulation when making decisions (Ryan & Deci, 2020 ). When consumers perceive that they can autonomously control the choice process and that products or services align with their values and personal needs, their behavioral tendencies become more positive and enduring (Gao et al., 2018 ). For example, in virtual consumption environments, the sense of autonomy derived from customization features or immersive experiences significantly enhances users’ usage intention and platform loyalty (Deci & Ryan, 2014 ). Competence refers to the sense of capability and achievement individuals experience when completing a task (Sheldon et al., 2001 ). When consumers perceive a match between their abilities and task demands during product or service use, their confidence in the product increases, thereby enhancing their purchase or choice intention (Amenuvor et al., 2019 ). For instance, strong functional value, user-friendly design, or challenging tasks in games can enhance competence and encourage deeper engagement in consumption behavior. Relatedness reflects individuals’ sense of identification and belonging derived from social interactions (Ryan & Deci, 2020 ). When consumers experience emotional connection and social support through community participation, social interaction, or cultural engagement, they are more likely to choose products or services that satisfy their social needs (Deci & Ryan, 2014 ). This sense of connection is particularly salient in the context of phenomenal IP; for example, fan community interactions and a strong sense of community significantly enhance brand loyalty and willingness to choose. Drawing upon SDT, the present study advances the framework by integrating social curiosity and flow experience, thereby offering a more nuanced examination of how intrinsic motivation relates to individuals’ willingness to choose. Social curiosity reflects consumers’ interest in and motivation for social interaction and the exploration of new information (Kashdan et al., 2018 ). Pantano and Viassone ( 2015 ) argue that curiosity exhibited in virtual interactions and social platforms stimulates more intensive information-seeking and exploratory behaviors, thereby promoting product choice and purchase intention. For example, community discussions, fan cultures, and social activities related to phenomenal IP reinforce social curiosity, thereby increasing consumer engagement and consumption propensity. Flow experience refers to the enjoyment experienced when consumers reach a state of deep immersion and intense concentration during an activity (Csikszentmihalyi, 1988 ). When consumers are immersed in the use of a product or service, their cognitive and emotional engagement increases significantly, thereby driving behavioral intentions and choice preferences (Pantano & Viassone, 2015 ). For example, within virtual reality or gaming contexts, immersive engagement can both elevate user satisfaction and reinforce reliance on the product, thereby increasing the likelihood of selection. Drawing on the preceding theoretical arguments and empirical evidence, the study advances the following hypotheses: H7: Autonomy has a significant positive effect on willingness to choose. H8: Competence has a significant positive effect on willingness to choose. H9: Relatedness has a significant positive effect on willingness to choose. H10: Social curiosity has a significant positive effect on willingness to choose. H11: Flow experience has a significant positive effect on willingness to choose. 2.3.4 The Mediating Effects of Self-Determination Theory SDT highlights the importance of fulfilling core psychological needs during the behavioral process, as this constitutes a key mechanism for activating behavioral intention and promoting positive behavioral outcomes (Ryan & Deci, 2020 ). This theory further suggests that satisfying basic psychological needs not only enhances intrinsic motivation but also facilitates more effective decision-making processes, thereby promoting positive behavioral intentions and willingness to choose (Deci & Ryan, 2014 ). Existing research indicates that perceived value can indirectly enhance willingness to choose by satisfying individuals’ psychological needs (Ming-Sung Cheng et al., 2009 ; Huang et al., 2019 ). Huang et al. ( 2019 ) found that when virtual reality environments provide pleasurable hedonic value and high perceived value, consumers’ needs for autonomy are satisfied, thereby enhancing their intrinsic motivation and sustained engagement intentions. However, if virtual environments do not evoke positive experiences, they will weaken consumers' willingness to participate. This suggests that perceived value can indirectly influence willingness to choose by promoting the development of autonomy. Ming-Sung Cheng et al. ( 2009 ) argued that the functional value and social value of social platforms enhance consumers’ competence and decision confidence, leading to stronger behavioral intentions during the information search stage. However, during the purchasing stage, if a clear sense of group identification or belonging is lacking, this positive effect may be diminished. Therefore, the role of perceived value in enhancing competence is particularly significant in specific contexts. Research indicates that social interaction and relatedness play a critical role in promoting willingness to choose (Huang et al., 2019 ). For example, social platforms and community discussions strengthen consumers’ sense of relatedness and group identification, thereby further driving purchase behavior. Conversely, if relatedness is not satisfied, consumers’ behavioral intentions may be inhibited. Koo and Ju ( 2010 ) found that consumers with high social curiosity are more inclined to explore product-related social features and cues, such as reviews, interactive communities, and social media sharing. Such exploratory behavior further enhances consumers’ perceptions of sentimental value, functional value, and social value, thereby promoting willingness to choose. Therefore, social curiosity may serve as a key mediating variable between perceived value and willingness to choose. Alexiou et al. ( 2022 ) emphasized that the narrative value of games evokes emotional resonance and immersion, enabling players to enter a state of flow experience, thereby enhancing learning intention and behavioral performance. Similarly, in cultural consumption contexts, flow experience enhances intrinsic motivation by increasing enjoyment and concentration, ultimately influencing willingness to choose. Grounded in the preceding theoretical rationale and supporting empirical evidence, this study advances the following hypotheses to examine the mediating roles of self-determination constructs: H1-1: Perceived value has a significant positive effect on willingness to choose through autonomy. H2-1: Perceived value has a significant positive effect on willingness to choose through competence. H3-1: Perceived value has a significant positive effect on willingness to choose through relatedness. H4-1: Perceived value has a significant positive effect on willingness to choose through social curiosity. H5-1: Perceived value has a significant positive effect on willingness to choose through flow experience. 3. Methodology 3.1 Questionnaire Design and Measurement of Variables This study employs a second-order SEM approach to validate the theoretical model and research hypotheses, with the aim of systematically analyzing the complex interactions among multidimensional variables and exploring the underlying mechanisms influencing consumer behavior in the context of phenomenal IP. Second-order SEM is widely applied in behavioral science research because it integrates multiple complex constructs into higher-order latent variables, thereby enhancing the explanatory power and generalizability of theoretical models (Koufteros et al., 2009 ; Zhao et al., 2024 ). As a primary analytical tool, second-order SEM overcomes the limitations of traditional first-order models and provides a more refined examination of hierarchical structures and underlying mechanisms among variables (Li et al., 2020). Specifically, first, multiple first-order constructs (e.g., dimensions of perceived value) are integrated into second-order latent variables, thereby improving modeling efficiency and theoretical abstraction. Second, it enables precise estimation of direct, mediating, and moderating effects among variables, making it well suited for multivariate interaction analysis. Lastly, indices of model fit serve as key criteria for evaluating the adequacy and explanatory capability of the model, thereby strengthening the rigor and overall credibility of the results. In this study, perceived value is conceptualized as the stimulus variable (S) and is further decomposed into seven core second-order dimensions: functional value, sentimental value, social value, hedonic value, economic value, utilitarian value, and narrative value. These value constructs subsequently influence organism variables (O), including autonomy, competence, relatedness, social curiosity, and flow experience, which ultimately affect the response variable (R), namely willingness to choose. This multilevel analytical framework provides both a theoretical foundation and an analytical tool for uncovering the causal pathways underlying consumer psychology and behavior in the context of phenomenal IP. Based on the characteristics of phenomenal IP and the context of consumer behavior, this study develops seven core value dimensions and refines existing measurement scales accordingly. The measurement of functional value and sentimental value is adapted from Deng et al. ( 2010 ) and modified to align with the specific characteristics of phenomenal IP. For example, items include “The experience of phenomenal IP-related products or content effectively satisfies my needs” and “Experiencing phenomenal IP is enjoyable.” Social value is measured using scales adapted from Kim and Thapa ( 2018 ) and Singh et al. ( 2021 ), including items such as “Experiencing phenomenal IP makes me feel accepted by a social group.” Hedonic value is measured based on the scale developed by Chiu et al. ( 2014 ), with items such as “When I seek a special experience, I choose to engage with phenomenal IP.” Economic value is assessed using items adapted from Deng et al. ( 2010 ) and Singh et al. ( 2021 ), such as “The products and experiences of phenomenal IP are worth their cost.” Utilitarian value is measured using the scale proposed by Mohd-Any et al. ( 2015 ), including items such as “Engaging with phenomenal IP content helps me quickly access information and entertainment that interest me.” Narrative Value is measured using scales adapted from Cao et al. ( 2021 ) and Wang and Tang ( 2021 ), including items such as “I can empathize with the emotions and experiences of characters in phenomenal IP.” All measurement scales were refined through a pilot study and subsequent revisions to more accurately capture consumers’ multidimensional perceptions and evaluations of phenomenal IP. This study adopts the SDT, incorporating autonomy, competence, relatedness, social curiosity, and flow experience as core variables of intrinsic motivation, with measurement scales adapted to the research context. The measurement of these constructs is adapted from established scales (Kashdan et al., 2018 ; Sun et al., 2019 ; Wang et al., 2021; Alexiou et al., 2022 ) and appropriately modified to align with the study context. For example, autonomy is measured using items such as "When engaging with phenomenal IP, I can freely experience the content in my own way and fully be myself.” Competence is measured with items such as "When engaging with phenomenal IP, I have opportunities to demonstrate or apply my abilities.” Relatedness is assessed through items reflecting social interaction, such as "When reading other fans’ experiences and stories in phenomenal IP-related forums, I feel a stronger sense of connection with them.” Social curiosity is measured using items such as “When others discuss phenomenal IP, I am interested in learning what they are talking about,” while flow experience is assessed with items such as “When engaging with phenomenal IP, I can fully concentrate on the activity and ignore external distractions.” Consumers’ willingness to choose is measured using scales adapted from Lu and Chi ( 2018 ) and Irfan and Ahmad ( 2021 ), including items such as "If given the opportunity, I am willing to choose more phenomenal IP-related content, products, or services" and “I would recommend phenomenal IP-related products or services to others.” The refined measurement scales more accurately capture respondents’ perceptions across value dimensions and reflect their psychological states and actual behavioral intentions within the research context. Detailed questionnaire items are provided in Appendix B. 3.2 Survey Administration The questionnaire was organized into three distinct sections. First, in the introductory section, participants were provided with a detailed explanation of the research background, including the concept of phenomenal IP, the core elements of the theoretical model, the research objectives, and assurances regarding participant privacy (see Appendix A). In accordance with data protection regulations, the research statement ensured that all collected data were used solely for academic purposes, strictly adhered to anonymity principles, and safeguarded participants’ privacy. Second, measurement instruments for the study variables were presented, and respondents evaluated each item on a seven-point Likert scale, anchored from “1 = strongly disagree” to “7 = strongly agree.” The use of a seven-point scale enables the capture of more nuanced psychological states and behavioral tendencies, thereby enhancing data resolution and reliability (Zhao & Liu, 2024 ). Finally, the questionnaire concluded with demographic questions to capture participants’ basic characteristics, such as age, gender, income level, and educational background. These data provide a basis for control variables and sample description in subsequent analyses. This study utilized the online survey platform Sojump for data distribution and collection. The target population consisted of consumers in mainland China. The study concentrates on the Chinese market; however, the sample design includes various groups from different regions, age brackets, and professional backgrounds, thus ensuring robust external validity and the generalizability of the results. Given that the research aims to examine broad consumer behavior patterns in the context of phenomenal IP, the survey design did not restrict participants’ specific geographic locations but instead captured cross-regional preferences through a nationally distributed sample. This open sampling approach helps mitigate the limitations imposed by regional or cultural factors, thereby enhancing the generalizability of the study’s conclusions (Cleveland & Laroche, 2007 ). Data collection was carried out between October 30 and November 20, 2024. A random sampling approach was adopted, and participants who completed the questionnaire were provided with appropriate incentives through the Sojump platform, thereby improving both the response rate and the overall quality of the data. To enhance the applicability of the measurement scales, the questionnaire was initially developed in English and underwent bidirectional translation and back-translation by professional translators to ensure semantic accuracy and cultural appropriateness. Subsequently, multiple rounds of review and refinement were conducted to improve the clarity and applicability of the measurement items (Ho, 2024 ). To evaluate the instrument’s reliability, validity, and overall feasibility, a pilot study was performed using a randomly selected sample of 100 respondents. Informed by the results of the pilot study, item wording and questionnaire structure were revised to reduce comprehension bias and improve the precision of the measurement instrument. These revisions ensured that the finalized instrument effectively represented the relationships among the key variables and the proposed hypotheses. To improve data quality, an attention-check item was embedded in the questionnaire to identify inattentive respondents (Smyth et al., 2009 ). Responses that failed the attention check were directly excluded from the dataset. Additionally, missing or incomplete responses were removed, and the median absolute deviation (MAD) technique was then applied to identify anomalous observations (Yaro et al., 2023 ). Among the 995 responses obtained, 104 were removed because of incomplete or anomalous entries, leaving 891 usable questionnaires and yielding an effective response rate of 89.547%. This sample size satisfies the recommended criteria for SEM, thereby supporting the stability and explanatory strength of the analytical results (Hair et al., 2010 ). 3.3 Bias Testing and Normality Assessment This study adopts several analytical approaches to evaluate both common method bias and data normality, thereby enhancing data reliability and methodological rigor while establishing a robust basis for subsequent model estimation. To identify and mitigate potential common method variance, Harman’s single-factor test was applied (Kock, 2015 ). The findings reveal that a single factor explains 48.588% of the overall variance, which remains below the accepted cutoff value of 50% (Fuller et al., 2016 ). This finding suggests that common method bias is unlikely to pose a serious threat to the validity of the data, indicating that the measurement instruments demonstrate satisfactory discriminant capability and reliability. To further examine potential bias, a single-factor confirmatory factor analysis (CFA) was conducted, yielding the following results: The results show that CMIN/DF = 6.429, RMSEA = 0.078, CFI = 0.773, NFI = 0.742, RFI = 0.733, IFI = 0.773, TLI = 0.765, and SRMR = 0.496. Although the single-factor model demonstrates limited explanatory power, its fit indices differ substantially from those of the original model, indicating the absence of significant common method bias. This further supports the validity and reliability of the proposed model and reinforces its theoretical soundness (Brown & Moore, 2012 ). To evaluate distributional normality, skewness and kurtosis were computed for each variable. The findings show that all absolute coefficients lie within the acceptable limits of 3 for skewness and 8 for kurtosis, indicating an approximately normal distribution and supporting the suitability of the data for SEM procedures (Hair et al., 2010 ). Additionally, non-response bias was assessed by comparing early and late respondents, and no significant differences were found, indicating that non-response bias is unlikely to affect the results. 3.4 Demographic Characteristics This study analyzes the demographic characteristics of 891 valid respondents to ensure sample diversity and representativeness, thereby further supporting the external validity of the findings. Comprehensive demographic characteristics are reported in Table 1 . Of the 891 participants, 52.3% were male and 47.7% were female, reflecting a relatively balanced gender composition consistent with distributions commonly observed in consumer behavior research. In terms of age distribution, 37.4% of respondents fall within the 21–30 age group, representing the largest proportion and indicating that younger consumers constitute the primary audience for phenomenal IP consumption. Respondents aged 31–40 account for 29.7%, those aged 41–50 account for 12.2%, and those over 50 account for 13.6%. The substantial representation of middle-aged and older groups reflects the cross-generational nature of the consumption market. Respondents’ educational attainment is primarily concentrated at the undergraduate level (48.5%), while 25.3% hold a graduate degree or higher. Nearly half of the sample possesses at least a bachelor’s degree, indicating a relatively high level of cultural literacy and information acquisition capability, which aligns with the tendency for phenomenal IP consumers to have higher educational backgrounds (Zhang & Luo, 2024 ). In terms of annual income, 59.4% of respondents reported annual income between RMB 100,001 and RMB 500,000, indicating that a substantial proportion of the sample falls within the middle-to-upper income range. Patterns of social media usage indicate that most respondents engage with social platforms frequently, suggesting that these platforms serve as critical channels for the dissemination and interaction of phenomenal IP, thereby supporting theoretical assumptions regarding social interaction and communication effects (Fischer & Reuber, 2011 ). In addition, it is noteworthy that respondents show the highest level of interest in film and television content, indicating that visually and narratively driven content is particularly effective in attracting audience attention within the phenomenal IP market. Meanwhile, cross-media content such as animation, literature, and games also receives widespread attention, supporting the applicability of the multidimensional perceived value framework (Davidson, 2010 ). In summary, the sample demonstrates a balanced gender distribution, broad age coverage, and strong educational representativeness. Additionally, income levels are concentrated in the middle-to-upper range, reflecting a consumer group with substantial purchasing power and engagement in phenomenal IP consumption (Zhang & Luo, 2024 ). Furthermore, respondents’ frequent use of social media and their broad interest in cultural content such as film, animation, and games further confirm the market influence and cross-media diffusion characteristics of phenomenal IP (Yan et al., 2021 ; Hu, 2022 ; Zhang, 2024 ). Table 1 Descriptive Statistics Results Characteristics Items Frequency ( n = 891) Percentage (%) Gender Female 425 47.7 Male 466 52.3 Age (Year) 18–20 63 7.1 21–30 333 37.4 31–40 265 29.7 41–50 109 12.2 51–60 83 9.3 > 60 38 4.3 Education Level Middle School 57 6.4 High School 177 19.9 Bachelor’s Degree 432 48.5 Graduate Degree 143 16.0 PhD Degree 82 9.2 Occupation Student 82 9.2 Company employee 381 42.8 Self-employed 162 18.2 Government/Public sector employee 145 16.3 Professional (e.g., doctor, lawyer) 119 13.4 Other 2 0.2 Annual income 500000 24 2.7 Prefer not to disclose 22 2.5 Frequency of social media use Multiple times per day 487 54.7 Once per day 248 27.8 Several times per week 70 7.9 Several times per month 72 8.1 Almost never 14 1.6 Direction of Interest (multiple choices) Games 581 65.2 Anime 570 64.0 Movies and TV Shows 602 67.6 Novels/Literature 526 59.0 Music 367 41.2 Note. Direction of interest was measured as a multiple-choice item; therefore, the percentages do not sum to 100%. 4. Empirical Analysis and Discussion This study employs SPSS 27 and AMOS 26 to analyze and test the data, with the aim of validating the applicability of the theoretical model and examining the robustness and theoretical soundness of the research hypotheses. 4.1 Confirmatory Factor Analysis This study first employs CFA to assess the reliability, validity, and model fit of the measurement model and to examine whether the variables meet the structural requirements of the theoretical framework. The comprehensive results are reported in Table 2 . For all constructs, both Cronbach’s alpha and composite reliability (CR) values surpass the 0.7 threshold, demonstrating satisfactory internal consistency of the measurement instruments. All standardized factor loadings are above 0.7, suggesting that the measurement items exhibit strong explanatory power. The average variance extracted (AVE) for all constructs exceeds 0.5, indicating satisfactory convergent validity (Hair et al., 2019 ). Furthermore, the second-order CFA results demonstrate a good model fit (CMIN/DF = 1.66, RMSEA = 0.027, SRMR = 0.022, GFI = 0.952, NFI = 0.966, RFI = 0.963, IFI = 0.986, TLI = 0.985, CFI = 0.986). These findings further support the suitability of the proposed second-order structural model for path analysis and hypothesis testing (see Table 2 for details). Furthermore, the results of the variance inflation factor (VIF) test show that all values are below the threshold of 3, indicating that multicollinearity is not a serious concern among the variables (Hair et al., 2019 ). Taken together, these findings confirm that the dataset is appropriate for further structural model analysis. Table 2 Confirmatory factor analysis results Construct Item Mean SD Skewness Kurtosis λ AVE CR Perceived Value (PV) Functional Value (FV) FV1 4.72 1.677 -0.495 -0.534 0.809 0.7006 0.8752 FV2 4.76 1.729 -0.488 -0.637 0.869 FV3 4.75 1.715 -0.557 -0.561 0.832 EV1 4.98 1.726 -0.735 -0.309 0.818 Sentimental Value (EV) EV2 4.91 1.721 -0.632 -0.348 0.810 0.6655 0.8884 EV3 4.94 1.733 -0.626 -0.481 0.811 EV4 4.98 1.751 -0.640 -0.450 0.824 Social Value (SV) SV 1 4.90 1.694 -0.630 -0.363 0.805 0.6341 0.8965 SV 2 4.76 1.697 -0.479 -0.530 0.809 SV 3 4.84 1.659 -0.554 -0.413 0.778 SV 4 4.81 1.678 -0.465 -0.572 0.792 SV 5 4.92 1.695 -0.662 -0.328 0.797 Hedonic Value (GR) GR 1 4.91 1.739 -0.688 -0.347 0.812 0.6349 0.8968 GR 2 4.92 1.720 -0.636 -0.450 0.812 GR 3 4.90 1.701 -0.644 -0.377 0.773 GR 4 4.86 1.726 -0.597 -0.478 0.778 GR 5 4.77 1.759 -0.578 -0.474 0.808 Economic Value (MV) MV 1 4.82 1.725 -0.565 -0.514 0.831 0.6673 0.8891 MV 2 4.83 1.774 -0.584 -0.594 0.830 MV 3 4.80 1.723 -0.504 -0.613 0.809 MV 4 4.63 1.705 -0.373 -0.627 0.797 Utilitarian Value (UV) UV 1 4.84 1.779 -0.693 -0.436 0.831 0.675 0.8925 UV 2 4.79 1.708 -0.573 -0.476 0.801 UV 3 4.87 1.731 -0.585 -0.558 0.824 UV 4 4.83 1.776 -0.559 -0.609 0.830 Narrative Value (NV) NV 1 4.78 1.678 -0.513 -0.467 0.806 0.6523 0.9037 NV 2 4.77 1.702 -0.553 -0.425 0.809 NV 3 4.86 1.719 -0.625 -0.424 0.800 NV 4 4.82 1.745 -0.602 -0.456 0.825 NV 5 4.75 1.790 -0.613 -0.469 0.798 Autonomy (AUT) AUT 1 4.93 1.685 -0.611 -0.350 0.810 0.6505 0.9029 AUT 2 4.82 1.716 -0.527 -0.509 0.801 AUT 3 4.90 1.677 -0.554 -0.457 0.785 AUT 4 4.92 1.704 -0.651 -0.378 0.825 AUT 5 4.86 1.739 -0.590 -0.441 0.811 Competence (COM) COM 1 4.82 1.727 -0.547 -0.524 0.786 0.643 0.900 COM 2 4.79 1.712 -0.505 -0.516 0.820 COM 3 4.74 1.727 -0.527 -0.543 0.796 COM 4 4.90 1.692 -0.532 -0.526 0.803 COM 5 4.80 1.739 -0.528 -0.529 0.804 Relatedness (RE) RE 1 4.93 1.731 -0.688 -0.389 0.815 0.6498 0.8812 RE 2 4.82 1.708 -0.515 -0.493 0.791 RE 3 4.85 1.731 -0.606 -0.446 0.798 RE 4 4.87 1.772 -0.593 -0.524 0.820 Social Curiosity (SCU) SCU 1 4.86 1.743 -0.582 -0.477 0.796 0.634 0.8965 SCU 2 4.80 1.753 -0.615 -0.472 0.807 SCU 3 4.85 1.729 -0.581 -0.481 0.797 SCU 4 4.89 1.700 -0.579 -0.422 0.801 SCU 5 4.81 1.682 -0.600 -0.301 0.780 Flow Experience (FW) FW 1 4.97 1.718 -0.674 -0.355 0.807 0.6342 0.8965 FW 2 4.85 1.766 -0.610 -0.507 0.804 FW 3 4.81 1.693 -0.496 -0.581 0.752 FW 4 4.81 1.727 -0.542 -0.494 0.790 FW 5 4.85 1.727 -0.628 -0.368 0.827 Willingness to Choose WTC 1 4.92 1.688 -0.553 -0.568 0.837 0.6984 0.9205 (WTC) WTC 2 4.84 1.716 -0.527 -0.622 0.839 WTC 3 4.85 1.722 -0.571 -0.604 0.838 WTC 4 4.75 1.684 -0.427 -0.653 0.815 WTC 5 4.79 1.738 -0.567 -0.491 0.849 Model fit indices: CMIN/DF = 1.5, RMSEA = 0.024, SRMR = 0.198, GFI = 0.918, NFI = 0.943, RFI = 0.938, IFI = 0.98, TLI = 0.978, CFI = 0.918 4.2 Discriminant Validity Analysis This study assesses the interrelationships among constructs and the validity of the theoretical model through correlation analysis and discriminant validity testing. Discriminant validity is assessed by applying the square root of the AVE criterion as recommended by Fornell and Larcker ( 1981 ). As shown in Table 3 , the square root of the AVE for each construct is significantly greater than its correlations with other variables, indicating satisfactory discriminant validity (Zhao et al., 2024 ). These results support the validity and discriminant capability of the measurement instruments, ensuring that each construct captures its unique conceptual domain rather than overlapping with others (Fornell & Larcker, 1981 ). In addition, correlation analysis and multicollinearity diagnostics are conducted to ensure the suitability of the data for SEM. The results in Table 3 indicate that all inter-construct correlations are below 0.75, which does not exceed the threshold for severe multicollinearity (Yoo et al., 2014 ). These findings rule out severe multicollinearity among variables and provide a solid foundation for subsequent path analysis and mediation testing. Table 3 Discriminant validity test results FV FV EV SV GR MV UV NV AUT COM RE SCU FW WTC 0.837 a EV 0.618 b 0.816 SV .580 .623 0.796 GR .624 .645 .639 0.797 MV .614 .626 .620 .649 0.817 UV .604 .655 .618 .605 .606 0.822 NV .590 .669 .623 .637 .670 .646 0.808 AUT .625 .632 .573 .625 .628 .609 .633 0.807 COM .623 .644 .654 .662 .642 .626 .675 .679 0.802 RE .578 .635 .611 .629 .615 .599 .624 .609 .650 0.806 SCU .562 .614 .622 .599 .611 .622 .653 .611 .685 .657 0.796 FW .569 .629 .588 .618 .597 .606 .647 .636 .659 .640 .645 0.796 WTC .617 .682 .638 .646 .645 .647 .693 .689 .716 .699 .710 .708 0.836 a. The principal diagonal displays the square root values of the AVE. b. The inter-construct correlation coefficients are reported beneath the main diagonal. 4.3 Structural Model Analysis This section employs second-order SEM to systematically examine the causal pathways and relationships among variables within the theoretical model. The outcomes of the model estimation are illustrated in Fig. 2 and summarized in Table 4 . All standardized path coefficients within the second-order SEM are less than 1, and each parameter estimate lies within the acceptable range (Zhao et al., 2024 ). In addition, all model fit indices meet the recommended statistical thresholds, indicating strong explanatory power and empirical adequacy of the model (Zhao et al., 2024 ). The findings from the path analysis demonstrate that perceived value exerts a statistically significant and positive influence on consumers’ willingness to choose (β = 0.310, p < 0.001). This finding suggests that the stronger consumers’ perceptions of the multidimensional value of phenomenal IP products or experiences, the higher their willingness to choose. Moreover, perceived value not only exerts a direct effect on willingness to choose but also demonstrates partial mediating effects through intrinsic motivation variables, including autonomy (β = 0.104, p < 0.05) and competence (β = 0.131, p < 0.001), thereby further strengthening consumers’ behavioral intentions. Second, the influence of perceived value on intrinsic motivation indicates that it exerts a significant positive effect on all five core dimensions of intrinsic motivation—autonomy, competence, relatedness, social curiosity, and flow experience. These path coefficients are consistently high (0.8), demonstrating the critical function of perceived value in activating consumers’ psychological needs and motivational states. Notably, the effect of perceived value on competence is the strongest (b = 0.875, p < 0.001), suggesting that when evaluating phenomenal IP, consumers’ value perceptions substantially enhance their sense of capability and self-efficacy, thereby further promoting engagement and choice intention. Third, the influence of intrinsic motivation on choice intention indicates that all dimensions of intrinsic motivation exert significant positive effects on choice intention. Relatedness (b = 0.142, p < 0.001) and social curiosity (b = 0.153, p < 0.001) exhibit comparatively stronger effects on choice intention, highlighting the critical role of social interaction and group identification in phenomenal IP consumption. This suggests that consumers enhance their sense of relatedness through social interaction and community participation, which in turn strengthens their intention to purchase and choose. Flow experience (b = 0.135, p < 0.001) also has a significant effect on choice intention, indicating that immersive experiences and heightened concentration can stimulate sustained consumer engagement. Competence (b = 0.131, p < 0.001) further demonstrates that the sense of capability and control gained during the use of products or services can significantly influence individuals’ behavioral choices. Taken together, the results provide robust support for the proposed hypotheses, confirming that perceived value and intrinsic motivation significantly influence behavioral intention. Table 4 Structural Path Relationships of Hypothesis Testing Results Hypotheses Constructs Standardized Estimate S.E. C.R. P H1 PV→WTC 0.310 0.148 2.83 *** Supported H2 PV→AUT 0.830 0.056 19.281 *** Supported H3 PV→COM 0.875 0.056 19.847 *** Supported H4 PV→RE 0.837 0.056 19.356 *** Supported H5 PV→SCU 0.836 0.054 18.802 *** Supported H6 PV→FW 0.830 0.056 19.52 *** Supported H7 AUT→WTC 0.104 0.044 2.463 ** Supported H8 COM→WTC 0.131 0.037 3.796 *** Supported H9 RE→WTC 0.142 0.047 3.181 *** Supported H10 SCU→WTC 0.153 0.049 3.49 *** Supported H11 FW→WTC 0.135 0.037 3.796 *** Supported Second-order constructs Perceived Value (PV) FV 0.804 .046 19.549 *** Supported EV 0.854 .057 19.549 *** Supported SV 0.817 .051 20.013 *** Supported GR 0.840 .057 19.184 *** Supported MV 0.836 .057 19.594 *** Supported UV 0.826 .058 19.329 *** Supported NV 0.858 .052 20.700 *** Supported Model fit indices: CMIN/DF = 1.521, RMSEA = 0.024, SRMR=.0227, GFI = 0.914, NFI = 0.940, RFI = 0.937, IFI = 0.978, TLI = 0.977, CFI = 0.978. 4.4 Mediation Analysis This study employed a bootstrapping approach and SEM using AMOS 26 to systematically examine the mediating role of intrinsic motivation between perceived value and choice intention. The results indicate that competence, relatedness, social curiosity, and flow experience exhibit significant mediating effects within this mechanism, whereas autonomy shows a relatively weaker mediating effect, albeit with potential influence under specific conditions, with detailed results reported in Table 5 . The detailed results are presented as follows: Path analysis for H1-1 indicates that the indirect effect of perceived value on willingness to choose through autonomy is 0.117 (CI = [-0.027, 0.262], p = 0.113), which is not statistically significant. This result suggests that autonomy does not play a significant mediating role in the full model. Although exploratory comparison indicates that the indirect pathway becomes stronger when the direct effect of perceived value on willingness to choose is excluded, this pattern should be interpreted cautiously and does not constitute formal support for the proposed mediation hypothesis. Therefore, the mediating role of autonomy appears limited under the current model specification. The results of H2-1 indicate that competence has a significant mediating effect (b = 0.155, p < 0.001, CI = [0.065, 0.251]). This suggests that perceived value enhances choice intention by strengthening consumers’ sense of competence. Particularly in phenomenal IP experiences, functional and economic value satisfy consumers’ needs for utility and capability enhancement, thereby reinforcing behavioral intention. This further highlights competence, as a core component of self-efficacy, as a key driver of consumer choice behavior. The findings for H3-1 indicate that perceived value influences choice intention indirectly via relatedness, with the mediation effect reaching statistical significance (b = 0.161, p < 0.01, CI = [0.035, 0.281]). This reflects that consumers develop a sense of group belonging through social interaction and cultural identification during phenomenal IP experiences, which in turn promotes their behavioral intentions. This indicates that phenomenal IP not only satisfies consumers’ social needs but also enhances purchase intention and brand loyalty by strengthening social ties and group belonging (Kim et al., 2019 ). The mediating effect in H4-1 is the most pronounced (b = 0.173, p < 0.001, CI = [0.046, 0.300]). This suggests that phenomenal IP stimulates consumers’ curiosity through rich narratives, cultural dissemination, and social interaction, encouraging active exploration of IP-related content and activities, thereby enhancing engagement intention. This finding further supports the importance of social interaction in digital cultural consumption and underscores the role of perceived value in activating social motivation (Shao, 2025 ). H5-1 shows that flow experience has a significant mediating effect (b = 0.151, p < 0.001, CI = [0.058, 0.245]). This indicates that when consumers enter a state of flow during phenomenal IP experiences, heightened concentration and immersion significantly enhance their choice intention. This suggests that perceived value promotes purchase and usage intention by enhancing enjoyment and immersion. Flow experience not only strengthens psychological satisfaction but also increases emotional attachment and loyalty toward IP products. Overall, intrinsic motivation plays a significant mediating role between perceived value and choice intention, highlighting its critical function in shaping consumers’ psychological responses during phenomenal IP experiences. These findings provide empirical support for understanding how perceived value influences consumer choice intention through intrinsic motivation. Table 5 Results of the Mediating Effect Analysis Hypotheses Parameter Estimate Lower Upper P Direct effect H1 PV->WTC 0.420 0.050 0.778 ** Supported Indirect effect H1-1 PV->AUT->WTC 0.117 -0.027 0.262 0.113 Not Supported H2-1 PV->COM->WTC 0.155 0.065 0.251 *** Supported H3-1 PV->RE->WTC 0.161 0.035 0.281 ** Supported H4-1 PV->SCU->WTC 0.173 0.046 0.300 *** Supported H5-1 PV->FW->WTC 0.151 0.058 0.245 *** Supported 4.5 Moderation Effect Analysis In this study, PROCESS Model 2 was applied to examine whether social curiosity and flow experience moderate the relationships between autonomy, competence, relatedness, and willingness to choose, corresponding to the paths specified in H7–H9, with detailed results reported in Table 6 . Theoretically, social curiosity and flow experience are grounded in distinct motivational mechanisms: social curiosity reflects externally oriented social motivation, whereas flow experience emphasizes internally driven immersive engagement; thus, the two constructs exhibit complementary psychological functions. Social curiosity is primarily associated with external social motivation, highlighting individuals’ need to acquire information and establish connections through social interaction (Fredrickson, 2001 ). In contrast, flow experience is oriented toward intrinsic immersive motivation, characterized by a state of deep concentration and enjoyment (Csikszentmihalyi, 1988 ). According to SDT, individual behavior is typically driven by the joint influence of multiple motivational forces (Deci & Ryan, 2000 ). Therefore, incorporating social curiosity and flow experience as moderating variables allows for a more nuanced understanding of their differentiated roles in shaping behavioral intentions. The use of PROCESS Model 2 enables the simultaneous estimation of the moderating effects of these two variables on each focal relationship (Aiken, 1991 ). The findings reveal that social curiosity plays a statistically significant negative moderating role in the link between autonomy and willingness to choose (H7) (b = − 0.0392, p = 0.0209). This finding suggests that under conditions of high social curiosity, the positive effect of autonomy on willingness to choose is attenuated. One possible explanation is that individuals with elevated social curiosity tend to prioritize external social interactions and information-seeking needs, which may weaken the influence of autonomy-driven intrinsic motivation. The analysis of the change in R² (ΔR² = 0.0021, F = 5.352, p = 0.0209) further supports the role of social curiosity as a significant moderator, suggesting that externally oriented social motivation may attenuate the effect of autonomy-driven motivation on willingness to choose. By contrast, flow experience does not exhibit a statistically significant moderating influence on the association between autonomy and willingness to choose (H7) (b = 0.028, p = 0.0997). This finding suggests that, although flow experience represents a highly immersive and focused psychological state, its intrinsic motivational mechanism does not significantly moderate the relationship between autonomy and willingness to choose. One possible explanation is that flow experience may already exert a direct influence on willingness to choose through its main effect, thereby rendering its moderating effect weaker or subsumed by other psychological variables. In summary, the results indicate that social curiosity exerts a significant negative moderating effect on the relationship between autonomy and willingness to choose, whereas the moderating effect of flow experience is not significant. This finding highlights the distinct influences of external social motivation and internal immersive experience on behavioral intention pathways, offering new insights into multi-variable moderation mechanisms. Meanwhile, further analyses of the remaining paths (H8, H9) reveal that neither social curiosity nor flow experience significantly moderates the relationships between competence (H8), relatedness (H9), and willingness to choose (all p > 0.05). These results suggest that, in these pathways, social curiosity and flow experience primarily function as independent or main-effect variables rather than interaction terms. Their influence may therefore be more appropriately interpreted through their direct effects on willingness to choose, as reported in the structural model, rather than as consistent moderators of all basic psychological need–behavioral intention pathways. Table 6 Results of the moderation analysis Hypotheses Moderator Path Coefficient SE t P LLCI ULCI H7 Social curiosity AUT × SCU → WTC -0.0392 0.0169 -2.3134 0.0209 -0.0724 -0.0059 H7 Flow experience AUT × FW → WTC 0.0283 0.0172 1.6479 0.0997 -0.0054 0.0620 H8 Social curiosity COM × SCU → WTC -0.0295 0.0166 -1.7715 0.0768 -0.0621 0.0032 H8 Flow experience COM × FW → WTC 0.0166 0.0173 0.9550 0.3399 -0.0175 0.0506 H9 Social curiosity RE × SCU → WTC -0.0061 0.0169 -0.3612 0.7181 -0.0393 0.0271 H9 Flow experience RE × FW → WTC -0.0099 0.0175 -0.5674 0.5706 -0.0443 0.0244 Note. Coefficients are unstandardized regression coefficients estimated using PROCESS Model 2. SE = standard error; LLCI = lower limit of the 95% confidence interval; ULCI = upper limit of the 95% confidence interval. 4.6 Results Discussion The findings demonstrate that perceived value exerts a statistically significant and positive direct influence on behavioral intention, suggesting that the multidimensional values perceived by consumers in phenomenal IP contexts—such as functional, emotional, social, and narrative value—effectively stimulate their purchase or choice intentions. This finding highlights the role of perceived value in consumer decision-making and supports the applicability of PVT in the context of cultural consumption (Sweeney & Soutar, 2001 ). Meanwhile, perceived value also exerts an indirect effect through intrinsic motivation. This indicates that perceived value not only directly influences choice intention but also indirectly affects it by activating intrinsic motivational factors, including autonomy, competence, relatedness, social curiosity, and flow experience. These mediating mechanisms highlight the effectiveness of SDT in explaining the pathways linking consumer motivation and behavior (Deci & Ryan, 2000 ). In addition, this study provides evidence for the existence of a competitive pathway effect. Specifically, when the direct path from perceived value is removed, the indirect effect of autonomy on choice intention becomes significantly stronger. This result reveals a “competitive effect” between direct and indirect pathways (Baron & Kenny, 1986 ; MacKinnon, 2012 ), whereby the direct path may obscure part of the explanatory power of the mediating variable, while its removal highlights the mediating role of autonomy. This phenomenon further supports the dynamic balance between full and partial mediation (Hayes, 2017 ). This study provides an in-depth examination of how perceived value influences consumer behavior through intrinsic motivation, identifying the significant roles of competence and relatedness: functional and emotional value substantially enhance consumers’ sense of competence and relatedness, thereby further promoting choice intention. This finding supports the proposition of SDT that the satisfaction of psychological needs drives behavioral motivation, indicating that consumers in cultural consumption contexts not only pursue utility and enjoyment but also value social identity and a sense of belonging (Ryan & Deci, 2020 ). Interestingly, social curiosity weakens the positive relationship between autonomy and choice intention, revealing an unexpected negative moderating effect. This effect may depend on highly social consumption contexts, where individuals are more influenced by external social interactions than by internally driven autonomy. This finding highlights a potential tension between intrinsic motivation (autonomy) and extrinsic social motivation, suggesting that socially driven engagement may override self-determined behavioral processes. This result highlights the competitive dynamics between social and intrinsic motivations, reflecting how social curiosity reshapes consumer engagement pathways within IP fan ecosystems characterized by multiple coexisting motivations (Gerrath & Biraglia, 2021 ). In addition, the role of flow experience appears relatively limited. Although flow experience has a significant direct effect on choice intention, consistent with prior research demonstrating the role of immersive experiences in driving consumer behavior (Erensoy et al., 2024 ), its moderating effect is not pronounced. One possible explanation is that flow experience primarily operates through the direct pathway of perceived value, facilitating users’ immersion in IP narratives and worlds, while failing to generate additional incremental effects within complex motivational interactions. This finding suggests that immersive design for phenomenal IP should continue to optimize experiential elements; however, future research should further investigate the moderating mechanisms of flow experience across diverse social and contextual settings. This study finds that the direct effect of autonomy on choice intention is less pronounced than that of other intrinsic motivational factors, which deviates from the general expectations of SDT. Further path elimination analysis shows that when the direct path from perceived value to choice intention is removed, the indirect effect of autonomy becomes significantly stronger, suggesting that the direct path may obscure the mediating role of autonomy (Baron & Kenny, 1986 ). This phenomenon suggests that direct and indirect pathways may exhibit a competitive relationship within the research model, whereby the direct path may reduce the explanatory power of the indirect path (Kline, 2023 ). This “path competition” phenomenon highlights that, in phenomenal IP contexts, different motivational pathways may mutually mask each other, and research models should account for both the dynamic complementarity and competitive effects among pathways. In addition, although flow experience has a significant direct effect on choice intention, its moderating effect is not statistically significant, suggesting that flow experience may be primarily influenced by the direct effect of perceived value, thereby exhibiting a weaker role at the moderating level. 5. Conclusion This study examines how phenomenal IP influences consumers’ willingness to choose by integrating PVT and SDT within the SOR framework (Mehrabian & Russell, 1974 ; Eroglu et al., 2003 ). By developing and testing a second-order structural equation model, the study provides a structured account of how multidimensional perceived value relates to intrinsic motivation and subsequent behavioral responses. The findings indicate that multidimensional perceived value is positively associated with willingness to choose. Among the value dimensions, emotional, hedonic, and narrative aspects appear particularly relevant for capturing the experiential and cultural appeal of phenomenal IP. Functional value and economic value also contribute by reinforcing perceptions of reliability and cost-effectiveness. In addition, intrinsic motivations—including autonomy, competence, relatedness, social curiosity, and flow experience—serve as key mechanisms linking perceived value to behavioral intention. Among these, relatedness and social curiosity demonstrate comparatively stronger associations with willingness to choose, emphasizing the importance of social interaction in the consumption of phenomenal IP. Notably, social curiosity exhibits a negative moderating effect on the relationship between autonomy and willingness to choose, suggesting that externally driven social motivations may, under certain conditions, weaken the positive influence of autonomous motivation. Overall, the findings suggest that consumer responses to phenomenal IP are shaped by the interaction between value perception and psychological motivation, rather than by isolated factors. 5.1 Theoretical contribution This study contributes to the literature in several ways. First, it extends the application of the SOR framework in cultural consumption research by integrating multidimensional perceived value and intrinsic motivation. The findings support the role of perceived value as an external stimulus that activates internal psychological states, thereby influencing behavioral responses (Mehrabian & Russell, 1974 ; Eroglu et al., 2003 ). Second, this study refines the multidimensional structure of perceived value by incorporating seven dimensions—functional value, sentimental value, social value, hedonic value, economic value, utilitarian value, and narrative value—and demonstrates their differentiated effects on consumer decision-making (Chi & Kilduff, 2011 ). Third, the study extends Self-Determination Theory (SDT) by incorporating social curiosity and flow experience into the analytical framework, thereby providing a more comprehensive understanding of intrinsic motivational processes (Ryan & Deci, 2020 ; Sofyan et al., 2024 ). Fourth, the findings highlight the interaction between intrinsic and extrinsic motivations. The negative moderating role of social curiosity suggests potential tension between externally driven social motivation and intrinsic motivation, thereby enriching the understanding of multi-motivational dynamics (Fredrickson, 2001 ; MacKinnon, 2012 ). Finally, the study employs a second-order SEM to examine complex relationships among constructs, providing methodological insights into modeling multidimensional variables in consumer research (MacKinnon, 2012 ). In addition, the study provides insight into the potential competition between direct and indirect pathways, suggesting that model structure may influence the interpretation of mediation effects. 5.2 Practical Contributions and Implications From a practical perspective, the findings provide several implications for firms, IP creators, and platform operators. First, the results suggest that emotional, hedonic, and narrative value play important roles in shaping consumers’ willingness to choose. Firms may therefore emphasize storytelling, emotional engagement, and immersive experience design in the development of IP-related products and services. Second, intrinsic motivations—including competence, relatedness, and autonomy—are important drivers of consumer engagement. Businesses can enhance user motivation and increase their sense of accomplishment and engagement by leveraging interactive design, community-building strategies, personalized services, and reward mechanisms. They can also further enhance the user's sense of accomplishment and loyalty by increasing consumer competence, supporting the development of the cultural and creative industries, and creating interactive products with rich reward formats such as points redemption systems, badge unlocking, and upgrade functions (Hamari et al., 2018 ). Third, while social interaction can stimulate engagement, excessive reliance on socially driven mechanisms may weaken users’ sense of autonomy. Firms should therefore balance socially oriented strategies with opportunities for independent exploration and personalized experiences (Voorveld et al., 2018 ). Fourth, flow experience highlights the importance of immersive consumption environments. The use of interactive technologies, such as AR/VR and gamified systems, may further enhance user engagement and strengthen behavioral responses (Rauschnabel et al., 2019 ). Finally, the findings suggest that effective IP strategies should integrate emotional value creation, social interaction, and immersive experience design, while maintaining a balance between external stimulation and internal motivation. 5.3 Limitations and Future Research Directions Despite these contributions, several limitations should be noted. First, the data are derived from a single cultural context, which may limit generalizability. Future research could conduct cross-cultural comparisons to examine contextual differences (Nam & Kannan, 2020 ). Second, this study employs cross-sectional data, which does not capture dynamic changes in consumer behavior. Future studies could adopt longitudinal designs to explore temporal mechanisms. Third, although this study integrates PVT and SDT, other contextual factors and theoretical perspectives may also provide additional explanatory power. For instance, external environmental factors (such as market competition and sociocultural trends) and consumers’ extrinsic motivations (such as price sensitivity and brand reputation) may also play significant roles (Mamuaya, 2024 ). Future research could incorporate frameworks such as the Theory of Planned Behavior to further examine consumer decision-making processes (Mazurek-Łopacińska et al., 2022 ). Fourth, this study focuses primarily on positive behavioral outcomes. Future research could explore potential negative effects, such as overconsumption or psychological dependency, to provide a more balanced understanding of consumer responses (Bojić, 2025). Finally, future studies may incorporate advanced analytical methods, such as machine learning or natural language processing, to improve predictive accuracy and analytical depth. Declarations ETHICS DECLARATIONS Competing interests: The authors declare no competing interests. Ethical approval: This study was reviewed by the relevant institutional body and was confirmed to qualify for exemption/waiver from full ethical review. The study used an anonymous online questionnaire to collect non-sensitive behavioral and perceptual data from participants in the context of phenomenal IP consumption. It did not involve clinical intervention, biomedical procedures, biological sample collection, deception, physical risk, psychological risk beyond minimal everyday risk, or the collection of directly identifiable personal information. The exemption/waiver was based on the anonymous, non-interventional, and minimal-risk nature of the study, as well as the absence of directly identifiable personal information. The study was assessed in accordance with relevant institutional research ethics review procedures and applicable ethical principles for human-participant research, with reference to the Measures for Ethical Review of Science and Technology (Trial) issued by the Ministry of Science and Technology and other competent authorities of China. [1] No approval or exemption number was assigned. All research procedures were performed in accordance with relevant institutional guidelines and regulations and applicable ethical principles for research involving human participants. Full details of the ethical exemption/waiver have been provided to the Editorial Office in the cover letter and supporting documentation. Informed consent: Informed consent was obtained from all participants before they completed the questionnaire. Participants were informed of the purpose of the study, the academic use of the data, the voluntary nature of participation, their right to withdraw at any time, and the confidentiality and anonymity of their responses. No directly identifiable personal information was collected, and all data were anonymized before analysis. Data availability: The anonymized raw dataset, processed dataset, survey instrument, variable codebook, data processing notes, and analysis documentation supporting the findings of this study have been provided as supplementary files for peer review. These materials include the data used for the empirical analyses, questionnaire items, variable definitions, coding schemes, data cleaning procedures, and statistical analysis documentation. Any potentially identifying information has been removed to protect participant confidentiality. Funding: This research did not receive any specific grant from funding agencies in the public, commercial, or not-for-profit sectors. Acknowledgements: The authors have no acknowledgements to declare. Authors ’ contributions: Author contribution details have been redacted from the anonymized manuscript for double-blind peer review and have been provided separately to the Editorial Office. [1] Measures for Ethical Review of Science and Technology (Trial) [科技伦理审查办法（试行）]. Official policy URL: https://www.most.gov.cn/xxgk/xinxifenlei/fdzdgknr/fgzc/gfxwj/gfxwj2023/202310/t20231008_188309.html References st Century Business Herald (2024), May 29 The new three cultural items going global: The breakout code of Chinese IP captivating foreigners . 21st Century Business Herald. https://www.21jingji.com/article/20240529/909db982c1c1d86c282f3207a6ac4944.html (Chinese) Aiken LS (1991) Multiple regression: Testing and interpreting interactions. sage Alexiou A, Schippers MC, Oshri I, Angelopoulos S (2022) Narrative and aesthetics as antecedents of perceived learning in serious games. Inform Technol People 35(8):142–161 Amenuvor FE, Owusu-Antwi K, Bae SC, Shin SKS, Basilisco R (2019) Green purchase behavior: the predictive roles of consumer self-determination, perceived customer effectiveness and perceived price. Int J Sci Res Manage 7(10):1395–1411 Baron RM, Kenny DA (1986) The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. J Personal Soc Psychol 51(6):1173 Bojić L, Matthes J, Samala AD, Čabarkapa M (2025) The dual impact of virtual reality: examining the addictive potential and therapeutic applications of immersive media in the metaverse. Inform Communication Soc, 1–33 Brown TA, Moore MT (2012) Confirmatory factor analysis. Handb Struct equation Model 361:379 Candi M, Kahn KB (2016) Functional, emotional, and social benefits of new B2B services. Ind Mark Manage 57:177–184 Cao X, Qu Z, Liu Y, Hu J (2021) How the destination short video affects the customers' attitude: The role of narrative transportation. J Retailing Consumer Serv 62:102672 Chi T, Kilduff PP (2011) Understanding consumer perceived value of casual sportswear: An empirical study. J Retailing Consumer Serv 18(5):422–429 Chinese Social Sciences Network (2024), October 24 Interpreting the charm of Wukong from multiple perspectives. The Paper. https://m.thepaper.cn/baijiahao_29141548 (Chinese) Chiu CM, Wang ET, Fang YH, Huang HY (2014) Understanding customers' repeat purchase intentions in B2C e-commerce: the roles of utilitarian value, hedonic value and perceived risk. Inform Syst J 24(1):85–114 Cleveland M, Laroche M (2007) Acculturaton to the global consumer culture: Scale development andresearch paradigm. J Bus Res 60(3):249–259 Csikszentmihalyi M (1988) The flow experience and its significance for human psychology. Optimal experience: Psychol Stud flow Conscious 2:15–35 Davidson D (2010) Cross-media communications: An introduction to the art of creating integrated media experiences. Lulu. com Deci EL, Ryan RM (2000) The what and why of goal pursuits: Human needs and the self-determination of behavior. Psychol Inq 11(4):227–268 Deci EL, Ryan RM (2013) Intrinsic motivation and self-determination in human behavior. Springer Science & Business Media Deci EL, Ryan RM (2014) The importance of universal psychological needs for understanding motivation in the workplace. The Oxford handbook of work engagement, motivation, and self-determination theory , 13 Deng Z, Lu Y, Wei KK, Zhang J (2010) Understanding customer satisfaction and loyalty: An empirical study of mobile instant messages in China. Int J Inf Manag 30(4):289–300 El-Adly MI (2019) Modelling the relationship between hotel perceived value, customer satisfaction, and customer loyalty. J Retailing Consumer Serv 50:322–332 Erensoy A, Mathrani A, Schnack A, Elms J, Baghaei N (2024) Consumer behavior in immersive virtual reality retail environments: A systematic literature review using the stimuli-organisms‐responses (S‐O‐r) model. J Consumer Behav 23(6):2781–2811 Eroglu SA, Machleit KA, Davis LM (2003) Empirical testing of a model of online store atmospherics and shopper responses. Psychol Mark 20(2):139–150 Fischer E, Reuber AR (2011) Social interaction via new social media:(How) can interactions on Twitter affect effectual thinking and behavior? J Bus Ventur 26(1):1–18 Fornell C, Larcker DF (1981) Evaluating structural equation models with unobservable variables and measurement error. J Mark Res 18(1):39–50 Fraschini N, Tao Y (2023) How epistemic anxiety and curiosity link perceived value and intended efforts in the language classroom. Annu Rev Appl Linguist 43:23–40 Fredrickson BL (2001) The role of positive emotions in positive psychology: The broaden-and-build theory of positive emotions. Am Psychol 56(3):218 Fuller CM, Simmering MJ, Atinc G, Atinc Y, Babin BJ (2016) Common methods variance detection in business research. J Bus Res 69(8):3192–3198 Gallarza MG, Gil-Saura I, Holbrook MB (2011) The value of value: Further excursions on the meaning and role of customer value. J consumer Behav 10(4):179–191 Gao W, Liu Y, Liu Z, Li J (2018) How does presence influence purchase intention in online shopping markets? An explanation based on self-determination theory. Behav Inform Technol 37(8):786–799 Gerrath MH, Biraglia A (2021) How less congruent new products drive brand engagement: The role of curiosity. J Bus Res 127:13–24 Hair JF, Anderson RE, Babin BJ, Black WC (2010) Multivariate data analysis: A global perspective , Pearson Hair JF, Risher JJ, Sarstedt M, Ringle CM (2019) When to use and how to report the results of PLS-SEM. Eur Bus Rev 31(1):2–24 Hamari J, Hassan L, Dias A (2018) Gamification, quantified-self or social networking? Matching users’ goals with motivational technology. User Model User-Adapt Interact 28(1):35–74 Hayes AF (2017) Introduction to mediation, moderation, and conditional process analysis: A regression-based approach. Guilford Ho HC (2024) A one-year prospective study of organizational justice and work attitudes: an extended job demands-resources model. J Managerial Psychol Hu Z (2022) Journey to the West: Cross-media adaptations of a Chinese classic tale. J Adaptation Film Perform 15(1–2):95–111 Huang YC, Backman SJ, Backman KF, McGuire FA, Moore D (2019) An investigation of motivation and experience in virtual learning environments: A self-determination theory. Educ Inform Technol 24:591–611 IP Data Cloud (2024), May 29 What is a phenomenal IP (What is a phenomenal blockbuster) . IP Data Cloud. https://cha.ip66.net/news/10867.html (Chinese) Irfan M, Ahmad M (2021) Relating consumers' information and willingness to buy electric vehicles: Does personality matter? Transp Res Part D: Transp Environ 100:103049 Juaneda-Ayensa E, Mosquera A, Sierra Murillo Y (2016) Omnichannel customer behavior: key drivers of technology acceptance and use and their effects on purchase intention. Front Psychol 7:1117 Kashdan TB, Stiksma MC, Disabato DJ, McKnight PE, Bekier J, Kaji J, Lazarus R (2018) The five-dimensional curiosity scale: Capturing the bandwidth of curiosity and identifying four unique subgroups of curious people. J Res Pers 73:130–149 Kim M, Thapa B (2018) Perceived value and flow experience: Application in a nature-based tourism context. J destination Mark Manage 8:373–384 Kim S, Ham S, Moon H, Chua BL, Han H (2019) Experience, brand prestige, perceived value (functional, hedonic, social, and financial), and loyalty among GROCERANT customers. Int J Hospitality Manage 77:169–177 Kimiagari S, Malafe NSA (2021) The role of cognitive and affective responses in the relationship between internal and external stimuli on online impulse buying behavior. J Retailing Consumer Serv 61:102567 Kline RB (2023) Principles and practice of structural equation modeling. Guilford Kock N (2015) Common method bias in PLS-SEM: A full collinearity assessment approach. Int J E-collaboration 11(4):1–10 Koo DM, Ju SH (2010) The interactional effects of atmospherics and perceptual curiosity on emotions and online shopping intention. Comput Hum Behav 26(3):377–388 Koufteros X, Babbar S, Kaighobadi M (2009) A paradigm for examining second-orderfactor models employing structural equation modeling. InternationalJournal Prod Econ 120(2):633–652 Lam T, Hsu CH (2006) Predicting behavioral intention of choosing a travel destination. Tour Manag 27(4):589–599 Lee JS, Lee CK, Choi Y (2011) Examining the role of emotional and functional values in festival evaluation. J Travel Res 50(6):685–696 Li J (2020) How a good IP creates a successful drama: Full-chain optimization from development and production to business model—a case study of the phenomenal IP drama Joy of Life. Mod Audio-V, (3), 23–26 Li J (2024) The Operation Logic of Constructing China's National Original IP to Empower the Peripheral Design of Game Brands: Based on the Case Investigation of Mihoyo. Highlights Bus Econ Manage 27:179–188 Li, J., Pan, Q.,Peng, Y., Feng, T., Liu, S., Cai, X., … Lai, W. (2020). Perceivedquality of urban wetland parks: A second-order factor structure equationmodeling. Sustainability, 12 (17), 7204 Li M, Lu M, Akram U, Cheng S (2024) Understanding how customer social capital accumulation in brand communities: A gamification affordance perspective. J Retailing Consumer Serv 78:103761 Lin PC, Huang YH (2012) The influence factors on choice behavior regarding green products based on the theory of consumption values. J Clean Prod 22(1):11–18 Liu S (2024) Psychological sanctuary in the digital age: Immersive experience and reality escape in the game Black Myth: Wukong . Psychol Technol Appl 12(11):696–704 (Chinese) Lu B, Yan L, Chen Z (2022) Perceived values, platform attachment and repurchase intention in on-demand service platforms: A cognition-affection-conation perspective. J Retailing Consumer Serv 67:103024 Lu L, Chi CGQ (2018) An examination of the perceived value of organic dining. Int J Contemp Hospitality Manage 30(8):2826–2844 MacKinnon D (2012) Introduction to statistical mediation analysis. Routledge Mamuaya NC (2024) Investigating the impact of product quality, price sensitivity, and brand reputation on consumer purchase intentions in the FMCG sector. Int J Bus Law Educ 5(2):1576–1583 Mazurek-Łopacińska K, Sobocińska M, Krupowicz J (2022) Purchase motives and factors shaping consumer behaviour on the ecological product market (Poland case study). Sustainability, 14 (22) Mehrabian A, Russell JA (1974) An approach to environmental psychology. the MIT Ming J, Jianqiu Z, Bilal M, Akram U, Fan M (2021) How social presence influences impulse buying behavior in live streaming commerce? The role of SOR theory. Int J Web Inform Syst 17(4):300–320 Ming-Sung Cheng J, Shih‐Tse Wang E, Ying‐Chao Lin J, Vivek SD (2009) Why do customers utilize the internet as a retailing platform? A view from consumer perceived value. Asia Pac J Mark logistics 21(1):144–160 Ministry of Culture and Tourism of the People's Republic of China (2015), October 29 Department of Cultural Industry: Updates . Ministry of Culture and Tourism of the People's Republic of China. https://www.mct.gov.cn/preview/whzx/bnsj/whcys/201510/t20151029_760155.html (Chinese) Mohd-Any AA, Winklhofer H, Ennew C (2015) Measuring users’ value experience on a travel website (e-value) what value is cocreated by the user? J Travel Res 54(4):496–510 Nam H, Kannan PK (2020) Digital environment in global markets: Cross-cultural implications for evolving customer journeys. J Int Mark 28(1):28–47 Ng PM, Cheung CT, Lit KK, Wan C, Choy ET (2024) Green consumption and sustainable development: The effects of perceived values and motivation types on green purchase intention. Bus Strategy Environ 33(2):1024–1039 Pantano E, Viassone M (2015) Engaging consumers on new integrated multichannel retail settings: Challenges for retailers. J Retailing Consumer Serv 25:106–114 Rauschnabel PA, Felix R, Hinsch C (2019) Augmented reality marketing: How mobile AR-apps can improve brands through inspiration. J Retailing Consumer Serv 49:43–53 Ryan RM, Deci EL (2020) Intrinsic and extrinsic motivation from a self-determination theory perspective: Definitions, theory, practices, and future directions. Contemp Educ Psychol 61:101860 Shahid S, Adil M, Sadiq M, Dash G (2024) Why do consumers consume masstige products? A cross-cultural investigation through the lens of self-determination theory. J Retailing Consumer Serv 76:103607 Shao Z (2025) Revealing consumers’ hedonic buying in social media: the roles of social status recognition, perceived value, immersive engagement and gamified incentives. J Res Interact Mark 19(5):787–802 Sheldon KM, Elliot AJ, Kim Y, Kasser T (2001) What is satisfying about satisfying events? Testing 10 candidate psychological needs. J Personal Soc Psychol 80(2):325 Sheth JN, Newman BI, Gross BL (1991) Why we buy what we buy: A theory of consumption values. J Bus Res 22(2):159–170 Singh S, Singh N, Kalinić Z, Liébana-Cabanillas FJ (2021) Assessing determinants influencing continued use of live streaming services: An extended perceived value theory of streaming addiction. Expert Syst Appl 168:114241 Smyth JD, Dillman DA, Christian LM, McBride M (2009) Open-endedquestions in web surveys: Can increasing the size of answer boxes and providingextra verbal instructions improve response quality? Public OpinionQuarterly 73(2):325–337 Sofyan Y, Shang Y, Pan Y (2024) Social media knowledge seeking, diversive curiosity, and flow experience: moderated mediation of performance goal orientation. Curr Psychol 43(9):7731–7744 Sun Y, Liang C (2020) Factors determining consumers’ purchase intentions towards dried fruits. Int J Fruit Sci 20(sup2):S1072–S1096 Sun Y, Ni L, Zhao Y, Shen XL, Wang N (2019) Understanding students’ engagement in MOOCs: An integration of self-determination theory and theory of relationship quality. Br J Edu Technol 50(6):3156–3174 Sun Y, Shao X, Li X, Guo Y, Nie K (2019) How live streaming influences purchase intentions in social commerce: An IT affordance perspective. Electron Commer Res Appl 37:100886 Sweeney JC, Soutar GN (2001) Consumer perceived value: The development of a multiple item scale. J Retail 77(2):203–220 Swirsky LT, Spaniol J (2024) Moderators of curiosity and information seeking in younger and older adults. Psychol Aging Van den Broeck A, De Cuyper N, Baillien E, Vanbelle E, Vanhercke D, De Witte H (2014) Perception of organization's value support and perceived employability: insights from self-determination theory. Int J Hum Resource Manage 25(13):1904–1918 Van Laer T, Feiereisen S, Visconti LM (2019) Storytelling in the digital era: A meta-analysis of relevant moderators of the narrative transportation effect. J Bus Res 96:135–146 Voorveld HA, Van Noort G, Muntinga DG, Bronner F (2018) Engagement with social media and social media advertising: The differentiating role of platform type. J advertising 47(1):38–54 Wang ST, Tang YC (2021) How narrative transportation in movies affects audiences’ positive word-of-mouth: The mediating role of emotion. PLoS ONE, 16(11), e0259420 Wang, T., Fan, L., Zheng, X., Wang, W., Liang, J., An, K., … Lei, J. (2021). The impact of gamification-induced users' feelings on the continued use of mHealth apps: a structural equation model with the self-determination theory approach. Journal of medical Internet research, 23(8), e24546 Wu LY, Chen KY, Chen PY, Cheng SL (2014) Perceived value, transaction cost, and repurchase-intention in online shopping: A relational exchange perspective. J Bus Res 67(1):2768–2776 Yan J, Lee BC, Yun T (2021) A study on the elements of Chinese animation IP (intellectual property) development based on the pan-entertainment industry. Int J Internet Broadcast Communication 13(1):168–179 Yang T, Yang F, Men J (2022) The impact of Danmu technological features on consumer loyalty intention toward recommendation vlogs: a perspective from social presence and immersion. Inform Technol People 35(4):1193–1218 Yaro AS, Maly F, Prazak P (2023) Outlier detection in time-series receivesignal strength observation using Z-score method with Sn scale estimator forindoor localization. Appl Sci 13(6):3900 Yoo W, Mayberry R, Bae S, Singh K, He QP, Lillard JW Jr (2014) A study of effects of multicollinearity in the multivariable analysis. Int J Appl Sci Technol 4(5):9 Zhang H, Luo X (2024) Exploring how IP marketing (media marketing) influences consumer shopping psychology through quantitative and empirical analysis. Front Psychol 15:1292636 Zhang Q (2024) Harnessing Wuhan Wharf Culture for Regional Cultural IP Development and Cross-Media Communication Design: A Pathway to Enhance Wuhan’s Cultural Tourism. Open Access Libr J 11(10):1–11 Zhao J, Liu Q, Lee MK, Qi G, Liu Y (2024) Consumers’usage of errand delivery services: The effects of service quality and consumerperception. J Retailing Consumer Serv 81:104048 Zhao S, Liu Y (2023) Revenge tourism after the lockdown: Based on the SOR framework and extended TPB model. J Travel Tourism Mark 40(5):416–433 Zhao S, Liu Y (2024) Job demands-resources on digital gig platforms and counterproductive work behavior. Front Psychol 15:1378247 Zhen F, Mansor N (2022) Conditions for comic-animation adaptation of network literature in China: A preliminary study amongst undergraduate students. SEARCH J Media Communication Res 15(1):43–58 Additional Declarations No competing interests reported. Supplementary Files Appendix.docx Cite Share Download PDF Status: Under Review Version 1 posted Reviews received at journal 16 May, 2026 Reviewers agreed at journal 10 May, 2026 Reviewers agreed at journal 08 May, 2026 Reviewers invited by journal 05 May, 2026 Editor assigned by journal 05 May, 2026 Editor invited by journal 02 May, 2026 Submission checks completed at journal 28 Apr, 2026 First submitted to journal 28 Apr, 2026 You are reading this latest preprint version Research Square lets you share your work early, gain feedback from the community, and start making changes to your manuscript prior to peer review in a journal. As a division of Research Square Company, we’re committed to making research communication faster, fairer, and more useful. We do this by developing innovative software and high quality services for the global research community. Our growing team is made up of researchers and industry professionals working together to solve the most critical problems facing scientific publishing. Also discoverable on Platform About Our Team In Review Editorial Policies Advisory Board Help Center Resources Author Services Accessibility API Access RSS feed Manage Cookie Preferences © Research Square 2026 | ISSN 2693-5015 (online) Privacy Policy Terms of Service Do Not Sell My Personal Information {"props":{"pageProps":{"initialData":{"identity":"rs-9427101","acceptedTermsAndConditions":true,"allowDirectSubmit":false,"archivedVersions":[],"articleType":"Article","associatedPublications":[],"authors":[{"id":638587779,"identity":"566911ba-557e-4f62-9fb8-f2675dad1309","order_by":0,"name":"Shuxian Zhao","email":"","orcid":"","institution":"Pukyong National University","correspondingAuthor":false,"prefix":"","firstName":"Shuxian","middleName":"","lastName":"Zhao","suffix":""},{"id":638587780,"identity":"b8d5b69c-fbbe-4aaf-936b-ae36adad02fe","order_by":1,"name":"Xueli Tan","email":"","orcid":"","institution":"Pukyong National University","correspondingAuthor":false,"prefix":"","firstName":"Xueli","middleName":"","lastName":"Tan","suffix":""},{"id":638587781,"identity":"d430b9ab-5a6f-45b7-8ebc-2bcd742befc0","order_by":2,"name":"Shanshan Zhao","email":"","orcid":"","institution":"Jiaxing Nanhu University","correspondingAuthor":false,"prefix":"","firstName":"Shanshan","middleName":"","lastName":"Zhao","suffix":""},{"id":638587782,"identity":"48e218ca-4f66-4e5f-8e0e-b8813b7ee647","order_by":3,"name":"Yanfeng Liu","email":"data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAAZAAAAAyAQMAAABI0h/eAAAABlBMVEX///8AAABVwtN+AAAACXBIWXMAAA7EAAAOxAGVKw4bAAAA70lEQVRIiWNgGAWjYJCCD0Asw8bAfICBB8Q9QFgH4wwgwcPGwJZAohYgMiBOi8HxswcbPu6o5eGTyPn84W0bgxzfjQTGzwX4tJzJS2yceeY4D5tE7jbJuW0MxpI3EpilZ+DTciDH/DFv2zGwFmbeNobEDTcS2Jh58Gk5/8aw+S9YS87jz0At9YS13MgxbGZsqwFpYZAGakkwIKRF8sYbw8betgM8bDzPzCTnnJMwnHnmYbM0Pi1853MMG3621cnJtyc//vCmzEae73jywc/4tCgcAFOHYXwJIGZswKOBgUEeIl2HV9EoGAWjYBSMcAAAyblNZPk9D14AAAAASUVORK5CYII=","orcid":"","institution":"Shandong University","correspondingAuthor":true,"prefix":"","firstName":"Yanfeng","middleName":"","lastName":"Liu","suffix":""}],"badges":[],"createdAt":"2026-04-15 12:38:36","currentVersionCode":1,"declarations":"","doi":"10.21203/rs.3.rs-9427101/v1","doiUrl":"https://doi.org/10.21203/rs.3.rs-9427101/v1","draftVersion":[],"editorialEvents":[],"editorialNote":"","failedWorkflow":false,"files":[{"id":109195772,"identity":"62dcd556-dd55-4163-8bb4-bf3f28d346ef","added_by":"auto","created_at":"2026-05-13 12:59:39","extension":"png","order_by":1,"title":"Figure 1","display":"","copyAsset":false,"role":"figure","size":142830,"visible":true,"origin":"","legend":"\u003cp\u003eConceptual framework of the study.\u003c/p\u003e","description":"","filename":"floatimage1.png","url":"https://assets-eu.researchsquare.com/files/rs-9427101/v1/d688535323efd30adc63a991.png"},{"id":109195771,"identity":"b419a277-91e3-44bf-8a9c-deaf1ecac93f","added_by":"auto","created_at":"2026-05-13 12:59:35","extension":"png","order_by":2,"title":"Figure 2","display":"","copyAsset":false,"role":"figure","size":167164,"visible":true,"origin":"","legend":"\u003cp\u003eHypotheses test results\u003c/p\u003e","description":"","filename":"floatimage2.png","url":"https://assets-eu.researchsquare.com/files/rs-9427101/v1/93c1a3688a4ea48be1b5a7a3.png"},{"id":109205416,"identity":"3aa7665e-cd85-4eca-a088-74563328217a","added_by":"auto","created_at":"2026-05-13 15:04:40","extension":"pdf","order_by":0,"title":"","display":"","copyAsset":false,"role":"manuscript-pdf","size":1014730,"visible":true,"origin":"","legend":"","description":"","filename":"manuscript.pdf","url":"https://assets-eu.researchsquare.com/files/rs-9427101/v1/b063a394-d83a-47bb-a2cf-0b1570fdb0d4.pdf"},{"id":109195770,"identity":"7e666880-76e5-45ca-b72b-64acde1d4713","added_by":"auto","created_at":"2026-05-13 12:59:34","extension":"docx","order_by":1,"title":"","display":"","copyAsset":false,"role":"supplement","size":23586,"visible":true,"origin":"","legend":"","description":"","filename":"Appendix.docx","url":"https://assets-eu.researchsquare.com/files/rs-9427101/v1/9ddf3767679af2cda973d178.docx"}],"financialInterests":"No competing interests reported.","formattedTitle":"Psychological mechanisms driving the consumption of phenomenal IP: An integrated model based on perceived value theory and self-determination theory with empirical validation","fulltext":[{"header":"1. Introduction","content":"\u003cp\u003eAmid the accelerating convergence of digitalization and globalization, media and cultural products have profoundly reshaped consumer behavior and consumption preferences. Among these, phenomenal intellectual property (IP)\u0026mdash;including films, video games, animation, and literary works\u0026mdash;has emerged as a key driver of cultural consumption and tourism development, demonstrating substantial market potential and societal influence (Ministry of Culture and Tourism of the People\u0026rsquo;s Republic of China, 2015). Phenomenal IP refers to cultural content that gains rapid popularity within a short period, generating widespread public attention and deep user engagement (IP Data Cloud, \u003cspan citationid=\"CR38\" class=\"CitationRef\"\u003e2024\u003c/span\u003e). Its core characteristics lie in strong cognitive penetration and cultural resonance, enabling the development of intense emotional connections and brand loyalty (21st Century Business Herald, \u003cspan citationid=\"CR1\" class=\"CitationRef\"\u003e2024\u003c/span\u003e). For example, the game \u003cem\u003eBlack Myth: Wukong\u003c/em\u003e, characterized by its distinctive cultural connotations and innovative presentation, has attracted global attention and significantly influenced consumer preferences and choices regarding related products and tourism destinations (Chinese Social Sciences Network, \u003cspan citationid=\"CR11\" class=\"CitationRef\"\u003e2024\u003c/span\u003e). These observations suggest that phenomenal IP, by stimulating emotional identification and value resonance, has become a key force shaping consumption decisions and fostering brand loyalty. Accordingly, examining how phenomenal IP influences consumers\u0026rsquo; willingness to choose not only enriches consumer behavior research but also provides valuable theoretical guidance and practical insights for cultural industries and marketing practices.\u003c/p\u003e \u003cp\u003eExisting research on phenomenal IP has primarily examined its commercialization processes, dissemination strategies, and derivative product development. Prior studies have highlighted the roles of content quality, communication channels, and user interaction in shaping market performance (Yu, 2016; Li, \u003cspan citationid=\"CR51\" class=\"CitationRef\"\u003e2020\u003c/span\u003e). Other studies have explored innovation in IP derivatives and adaptation mechanisms across media forms (Zhen \u0026amp; Mansor, \u003cspan citationid=\"CR99\" class=\"CitationRef\"\u003e2022\u003c/span\u003e; Li, \u003cspan citationid=\"CR52\" class=\"CitationRef\"\u003e2024\u003c/span\u003e). While these studies provide valuable insights into the economic and operational dimensions of phenomenal IP, they largely adopt a macro-level or case-based perspective and pay limited attention to the underlying psychological mechanisms driving consumer decision-making. In particular, how multidimensional perceived value interacts with intrinsic motivation to influence consumers\u0026rsquo; willingness to choose remains underexplored.\u003c/p\u003e \u003cp\u003eTo address this research gap, this study is grounded in the stimulus-organism-response (SOR) framework and integrates the extended perceived value theory (PVT) with self-determination theory (SDT) to systematically examine the mechanisms through which phenomenal IP influences consumers\u0026rsquo; willingness to choose from the perspectives of psychological motivation and multidimensional perceived value. PVT conceptualizes consumers\u0026rsquo; evaluations as a multidimensional construct encompassing functional, emotional, and social dimensions, but it does not explain how such evaluations translate into internal motivational states (Chi \u0026amp; Kilduff, \u003cspan citationid=\"CR10\" class=\"CitationRef\"\u003e2011\u003c/span\u003e). SDT addresses this limitation by explicitly clarifying the critical roles of individuals\u0026rsquo; basic psychological needs\u0026mdash;autonomy, competence, and relatedness\u0026mdash;in motivating behavior and has been extensively applied in motivation research within psychology and marketing; nevertheless, it does not specifically explain the process of multidimensional perceived value formation in complex real-world consumer contexts (Ryan \u0026amp; Deci, \u003cspan citationid=\"CR71\" class=\"CitationRef\"\u003e2020\u003c/span\u003e). Furthermore, flow experience and social curiosity, as moderating variables, not only enrich the theoretical framework of intrinsic motivation but also highlight the critical role of social interaction in the dissemination of phenomenal IP. In particular, flow experience reveals the psychological mechanisms underlying consumers\u0026rsquo; immersion in IP content, whereas social curiosity helps explain how external social factors moderate the activation of consumers\u0026rsquo; intrinsic motivation (Yang et al., \u003cspan citationid=\"CR91\" class=\"CitationRef\"\u003e2022\u003c/span\u003e).\u003c/p\u003e \u003cp\u003eSpecifically, this study conceptualizes perceived value as a multidimensional construct and systematically examines its effects on key motivational variables, including competence, relatedness, social curiosity, and flow experience. In addition, it identifies the moderating role of social curiosity, thereby elucidating the underlying tension between externally driven social motivation and intrinsic autonomy. This study makes three principal contributions. First, it extends the application of the SOR framework at the level of consumer motivational mechanisms by revealing the internal processes through which perceived value influences behavioral intention via multiple motivational pathways. Second, it refines the multidimensional structure of perceived value in the context of phenomenal IP, thereby enriching the theoretical understanding of the value\u0026ndash;motivation relationship. Third, it uncovers the interaction between intrinsic motivation and socially driven motivation, offering more profound insight into the complexity of consumer behavior in digital cultural consumption contexts.\u003c/p\u003e"},{"header":"2. Literature Review","content":"\u003cdiv id=\"Sec3\" class=\"Section2\"\u003e \u003ch2\u003e2.1 Phenomenal IP and Consumer Behavior\u003c/h2\u003e \u003cp\u003eThe emergence of phenomenal IP is closely associated with the rapid expansion of the global digital entertainment and cultural creative industries. Phenomenal IP generally refers to cultural content forms that rapidly gain widespread popularity within a short period, attracting extensive social attention and fostering deep user engagement, such as popular films and television productions, games, animation, and literary works (Li, \u003cspan citationid=\"CR51\" class=\"CitationRef\"\u003e2020\u003c/span\u003e; Zhen \u0026amp; Mansor, \u003cspan citationid=\"CR99\" class=\"CitationRef\"\u003e2022\u003c/span\u003e; Li, \u003cspan citationid=\"CR52\" class=\"CitationRef\"\u003e2024\u003c/span\u003e). Such IPs not only drive the growth of cultural consumption but also exert profound influences on consumers\u0026rsquo; tourism decisions, brand preferences, and consumption behaviors, thereby becoming a prominent focus of academic inquiry.\u003c/p\u003e \u003cp\u003eExisting research on phenomenal IP can be broadly grouped into three streams. First, some studies focus on commercialization logic and business model innovation, highlighting how content development, user interaction, and industrial-chain coordination contribute to market success. For example, Li (\u003cspan citationid=\"CR51\" class=\"CitationRef\"\u003e2020\u003c/span\u003e), through a case study of the popular IP drama \u003cem\u003eJoy of Life\u003c/em\u003e, identifies in-depth content development, innovative business models, and enhanced user interaction as key drivers of IP success. Second, another stream examines dissemination value and IP branding, emphasizing communication channels, audience structure, and ecosystem optimization. Yu (2016), for instance, analyzes the communication value of phenomenal IP from multiple dimensions, including content design, communication philosophy, and audience engagement, and proposes a framework for optimizing the IP communication ecosystem through branding strategies. Third, a growing body of work investigates derivative development and adaptation processes, particularly the transformation of original IP into games, comics, animation, and related products. Li (\u003cspan citationid=\"CR52\" class=\"CitationRef\"\u003e2024\u003c/span\u003e) explores the application of Chinese original IP in derivative product design using the case of \u003cem\u003eGenshin Impact\u003c/em\u003e, while Zhen and Mansor (\u003cspan citationid=\"CR99\" class=\"CitationRef\"\u003e2022\u003c/span\u003e), drawing on brand extension theory, examine how online literature IP can be successfully adapted into comics and animation, highlighting patterns of consumer acceptance and willingness to pay. Collectively, these studies establish the commercial relevance of phenomenal IP within the cultural and creative industries. However, they primarily focus on industrial performance and market outcomes, offering limited insight into the underlying psychological mechanisms that shape consumer decision-making.\u003c/p\u003e \u003cp\u003eAlthough the aforementioned studies have examined the impacts of phenomenal IP from multiple perspectives\u0026mdash;including production, dissemination, business models, and brand extension\u0026mdash;several limitations remain. First, existing research predominantly relies on case study approaches. While such methods are useful for identifying the success factors of specific IPs, the generalizability and broader applicability of their findings remain limited. Systematic and quantitative empirical studies remain insufficient, particularly with regard to comprehensive theoretical validation and empirical generalization of the cross-domain impacts of phenomenal IP. Moreover, existing studies tend to focus on the communication value and business models of phenomenal IP yet lack a systematic theoretical framework to explain how phenomenal IP influences consumers\u0026rsquo; willingness to choose through multidimensional perceived value and psychological motivation. Consequently, the literature lacks in-depth exploration of underlying behavioral mechanisms, particularly overlooking the dynamic interactions between consumers\u0026rsquo; perceived value evaluation and the formation of psychological motivation. Third, although prior studies have addressed consumer participation and interaction with IP, they largely remain at the level of superficial behavioral analysis and insufficiently explore the interplay between social factors and consumers\u0026rsquo; psychological states. For example, how social interaction stimulates consumers\u0026rsquo; emotional engagement and value identification, as well as its influence on consumption decision-making mechanisms, remains insufficiently examined. Finally, consumption of phenomenal IP is often driven by multiple motivations, encompassing both extrinsic incentives and intrinsic motivation. However, limited attention has been given to how intrinsic motivation is activated and how it interacts with perceived value in a complex manner. This omission in the literature limits a holistic comprehension of how consumers make decisions.\u003c/p\u003e \u003cp\u003eTo overcome the identified limitations in prior research, this study adopts the SOR framework and combines PVT with SDT to systematically analyze the mechanisms through which consumers\u0026rsquo; multidimensional perceived value and intrinsic motivation influence willingness to choose in the context of phenomenal IP. Furthermore, this research pioneers the integration of social curiosity and flow experience into SDT as moderators of intrinsic motivation, with specific attention to how social interaction shapes the diffusion of phenomenal IP.\u003c/p\u003e \u003c/div\u003e \u003cdiv id=\"Sec4\" class=\"Section2\"\u003e \u003ch2\u003e2.2 Theoretical Background\u003c/h2\u003e \u003cdiv id=\"Sec5\" class=\"Section3\"\u003e \u003ch2\u003e2.2.1 Perceived Value Theory\u003c/h2\u003e \u003cp\u003ePVT constitutes a foundational framework in consumer behavior research, explaining the subjective psychological evaluation process through which consumers assess trade-offs between inputs and outcomes (Chi \u0026amp; Kilduff, \u003cspan citationid=\"CR10\" class=\"CitationRef\"\u003e2011\u003c/span\u003e). This theory elucidates how consumers make subjective trade-offs between \u0026ldquo;perceived costs\u0026rdquo; (e.g., price, effort, and time) and \u0026ldquo;perceived benefits\u0026rdquo; (e.g., functional value, social value, and sentimental value) (Sweeney \u0026amp; Soutar, \u003cspan citationid=\"CR82\" class=\"CitationRef\"\u003e2001\u003c/span\u003e). Building on this perspective, Sheth et al. (\u003cspan citationid=\"CR75\" class=\"CitationRef\"\u003e1991\u003c/span\u003e) proposed a five-dimensional structure comprising functional value, sentimental value, social value, hedonic value, and economic value. To further investigate phenomenal IP, this study additionally incorporates utilitarian value and narrative value to better capture the multidimensional evaluative structure of phenomenal IP consumption. In recent years, the focus of PVT research has shifted from traditional goods and services to digital and cultural creative industries. Gallarza et al. (\u003cspan citationid=\"CR28\" class=\"CitationRef\"\u003e2011\u003c/span\u003e) introduced sentimental value and narrative value into experience economy research, emphasizing the importance of emotional resonance and narrative storytelling in the experiential process. In the context of cultural and creative product consumption, phenomenal IP, such as popular television series and cross-media games, enhances consumers\u0026rsquo; sentimental value and social value experiences through rich narrative depth and strong community engagement, thereby stimulating their purchase and participation intentions (Kim et al., \u003cspan citationid=\"CR43\" class=\"CitationRef\"\u003e2019\u003c/span\u003e; Swirsky \u0026amp; Spaniol, \u003cspan citationid=\"CR83\" class=\"CitationRef\"\u003e2024\u003c/span\u003e). Therefore, PVT provides a solid theoretical foundation for understanding how phenomenal IP shapes consumers\u0026rsquo; willingness to choose.\u003c/p\u003e \u003c/div\u003e \u003cdiv id=\"Sec6\" class=\"Section3\"\u003e \u003ch2\u003e2.2.2 Self-Determination Theory\u003c/h2\u003e \u003cp\u003eSDT is a psychological theoretical framework for examining human motivation and behavior, aiming to elucidate the formation mechanisms of intrinsic motivation and its driving effects on behavior (Deci \u0026amp; Ryan, \u003cspan citationid=\"CR17\" class=\"CitationRef\"\u003e2013\u003c/span\u003e). SDT distinguishes between two fundamental forms of motivation: intrinsic and extrinsic. Intrinsic motivation is driven by the satisfaction of core psychological needs\u0026mdash;namely autonomy, competence, and relatedness (Ryan \u0026amp; Deci, \u003cspan citationid=\"CR71\" class=\"CitationRef\"\u003e2020\u003c/span\u003e). With the advancement of research, SDT has been further extended to incorporate variables such as flow experience and social curiosity, thereby explaining behavioral engagement across diverse contexts (Kashdan et al., \u003cspan citationid=\"CR41\" class=\"CitationRef\"\u003e2018\u003c/span\u003e). \u0026ldquo;Flow experience\u0026rdquo; denotes a condition of deep immersion characterized by heightened focus and intrinsic enjoyment during task engagement, whereas \"social curiosity\" reflects individuals\u0026rsquo; desire for social interaction and the exploration of new relationships. These psychological factors not only enhance consumers\u0026rsquo; behavioral engagement but also play a critical role in the dissemination and consumption of phenomenal IP (Deci \u0026amp; Ryan, \u003cspan citationid=\"CR17\" class=\"CitationRef\"\u003e2013\u003c/span\u003e). SDT emphasizes that consumers\u0026rsquo; intrinsic motivation, during the experience of phenomenal IP, can also strengthen the intention to choose by meeting fundamental psychological needs, including autonomy and relatedness. Moreover, social curiosity and flow experience help explain how consumers develop sustained engagement through interactive and immersive experiences, thereby facilitating consumption decisions. Therefore, SDT not only provides an analytical lens for understanding consumers\u0026rsquo; psychological states but also offers psychological support for the development of marketing strategies related to phenomenal IP (Amenuvor et al., \u003cspan citationid=\"CR4\" class=\"CitationRef\"\u003e2019\u003c/span\u003e; Gao et al., \u003cspan citationid=\"CR29\" class=\"CitationRef\"\u003e2018\u003c/span\u003e).\u003c/p\u003e \u003c/div\u003e \u003cdiv id=\"Sec7\" class=\"Section3\"\u003e \u003ch2\u003e2.2.3 Stimulus-Organism-Response Framework\u003c/h2\u003e \u003cp\u003eThe SOR framework is a widely adopted theoretical model in consumer behavior research, used to explain how external environmental stimuli influence behavioral responses through individuals\u0026rsquo; internal states (Pantano \u0026amp; Viassone, \u003cspan citationid=\"CR69\" class=\"CitationRef\"\u003e2015\u003c/span\u003e). This framework consists of three components: stimulus (S), organism (O), and response (R). Stimulus (S) refers to external environmental factors or informational inputs, such as the content, context, and brand value provided by phenomenal IP; organism (O) represents consumers\u0026rsquo; psychological and emotional states, including perceived value and intrinsic motivation; response (R) reflects the behavioral outcomes or willingness to choose exhibited by consumers. The core premise of the SOR framework is that external stimuli do not directly influence consumer behavior; rather, they exert their effects indirectly through individuals\u0026rsquo; internal psychological and emotional mechanisms (Zhao \u0026amp; Liu, \u003cspan citationid=\"CR97\" class=\"CitationRef\"\u003e2023\u003c/span\u003e). In the context of phenomenal IP, this framework explains how perceived value influences consumers\u0026rsquo; purchase or choice decisions through psychological motivation. This framework has been extensively utilized across domains, including marketing, environmental psychology, and digital consumer behavior, providing a clear and structured lens for analyzing complex consumer behavior patterns (Kimiagari \u0026amp; Malafe, \u003cspan citationid=\"CR44\" class=\"CitationRef\"\u003e2021\u003c/span\u003e).\u003c/p\u003e \u003cp\u003eGrounded in the SOR framework, this study integrates PVT and SDT to develop a second-order structural equation model (SEM) for systematically analyzing consumer behavior in the context of phenomenal IP. As illustrated in Fig.\u0026nbsp;\u003cspan refid=\"Fig1\" class=\"InternalRef\"\u003e1\u003c/span\u003e, at the stimulus level, perceived value theory provides a multidimensional evaluative framework, encompassing functional value, sentimental value, social value, hedonic value, economic value, utilitarian value, and narrative value. These dimensions comprehensively capture the complex cognitive processes through which consumers evaluate phenomenal IP. At the organism level, self-determination theory further refines consumers\u0026rsquo; psychological mechanisms by emphasizing how autonomy, competence, relatedness, flow experience, and social curiosity stimulate intrinsic motivation and shape behavioral intentions. At the response level, willingness to choose is treated as the outcome variable, jointly driven by both the stimulus and organism components, thereby reflecting consumers\u0026rsquo; final decision-making behavior regarding phenomenal IP. Furthermore, this study is the first to incorporate flow experience and social curiosity as key moderating variables of intrinsic motivation within the model, examining their moderating effects on willingness to choose. This innovation not only extends the application of self-determination theory in consumer behavior research but also enhances the applicability of the SOR framework in explaining complex behavioral mechanisms. By integrating Perceived Value Theory with SDT under the SOR framework, this study provides a systematic analytical tool for examining the driving mechanisms of consumer behavior in the context of phenomenal IP. The multidimensional value assessment of PVT complements the intrinsic motivation analysis of SDT. This integrated theoretical model not only addresses limitations in existing research regarding theoretical depth and dynamic mechanism analysis but also enhances explanatory power and provides practical guidance for the cultural industry and marketing practice.\u003c/p\u003e \u003cp\u003e \u003c/p\u003e \u003c/div\u003e \u003c/div\u003e \u003cdiv id=\"Sec8\" class=\"Section2\"\u003e \u003ch2\u003e2.3 Research Hypothesis\u003c/h2\u003e \u003cdiv id=\"Sec9\" class=\"Section3\"\u003e \u003ch2\u003e2.3.1 Perceived Value and Willingness to Choose\u003c/h2\u003e \u003cp\u003ePerceived value denotes consumers\u0026rsquo; subjective appraisal that emerges from weighing the benefits received against the costs incurred in relation to products, services, or experiences (Lu et al., \u003cspan citationid=\"CR57\" class=\"CitationRef\"\u003e2022\u003c/span\u003e). In the present study, it is operationalized as a higher-order latent construct comprising several first-order dimensions, namely functional value, sentimental value, social value, hedonic value, economic value, utilitarian value, and narrative value. These value dimensions represent specific evaluative aspects of products or experiences and collectively shape consumers\u0026rsquo; overall perceived value.\u003c/p\u003e \u003cp\u003eWillingness to choose refers to consumers\u0026rsquo; tendency and decision intention toward a product or service in a specific context and is commonly regarded as a key indicator of potential purchase behavior and behavioral motivation (Lam \u0026amp; Hsu, \u003cspan citationid=\"CR49\" class=\"CitationRef\"\u003e2006\u003c/span\u003e; Lin \u0026amp; Huang, \u003cspan citationid=\"CR55\" class=\"CitationRef\"\u003e2012\u003c/span\u003e). Existing studies consistently indicate that perceived value is a central determinant of the consumer decision-making process, with higher levels of perceived value associated with stronger willingness to choose (Sweeney \u0026amp; Soutar, \u003cspan citationid=\"CR82\" class=\"CitationRef\"\u003e2001\u003c/span\u003e; Wu et al., \u003cspan citationid=\"CR89\" class=\"CitationRef\"\u003e2014\u003c/span\u003e; Chiu et al., \u003cspan citationid=\"CR12\" class=\"CitationRef\"\u003e2014\u003c/span\u003e). The multidimensional nature of perceived value influences consumers\u0026rsquo; behavioral intentions in several key ways: Functional Value emphasizes the utility and performance of products or services, thereby satisfying consumers\u0026rsquo; basic needs (Candi \u0026amp; Kahn, \u003cspan citationid=\"CR8\" class=\"CitationRef\"\u003e2016\u003c/span\u003e; El-Adly, \u003cspan citationid=\"CR20\" class=\"CitationRef\"\u003e2019\u003c/span\u003e). Sentimental value highlights the emotional satisfaction and pleasurable experiences gained during consumption, contributing to stronger emotional attachment and brand loyalty (Chiu et al., \u003cspan citationid=\"CR12\" class=\"CitationRef\"\u003e2014\u003c/span\u003e; Kim et al., \u003cspan citationid=\"CR43\" class=\"CitationRef\"\u003e2019\u003c/span\u003e). Social value focuses on the social recognition and sense of belonging that consumers derive from consumption, particularly in socially driven consumption contexts (Lin \u0026amp; Huang, \u003cspan citationid=\"CR55\" class=\"CitationRef\"\u003e2012\u003c/span\u003e). Hedonic value emphasizes the entertainment and immersive experiences generated during consumption, which enhance consumers\u0026rsquo; interactive engagement and willingness to choose (Lee et al., \u003cspan citationid=\"CR50\" class=\"CitationRef\"\u003e2011\u003c/span\u003e). Narrative Value enhances emotional resonance and psychological immersion through the mechanism of \u0026ldquo;narrative transportation,\u0026rdquo; thereby promoting purchase intention (Van Laer et al., \u003cspan citationid=\"CR85\" class=\"CitationRef\"\u003e2019\u003c/span\u003e). In the context of phenomenal IP, rich narrative structures and cultural depth significantly enhance consumers\u0026rsquo; immersive experiences and psychological engagement, thereby increasing their willingness to choose (Liu, \u003cspan citationid=\"CR56\" class=\"CitationRef\"\u003e2024\u003c/span\u003e). This further indicates that narrative value, as a key characteristic of phenomenal IP, fosters emotional identification through contextual framing and cultural resonance, ultimately influencing consumers\u0026rsquo; behavioral decisions. Furthermore, the role of social value in shaping consumers\u0026rsquo; behavioral intentions should not be overlooked. Lin and Huang (\u003cspan citationid=\"CR55\" class=\"CitationRef\"\u003e2012\u003c/span\u003e) found that when consumers gain social recognition and a sense of belonging through community interaction or cultural participation, their willingness to choose increases significantly. These findings suggest that the influence of multidimensional perceived value on consumer behavior is characterized by contextual dependence and interactive effects, particularly in the dissemination and consumption of phenomenal IP. Based on the above theoretical analysis and empirical evidence, this study proposes the following hypothesis:\u003c/p\u003e \u003cp\u003eH1: Perceived value has a significant positive effect on willingness to choose.\u003c/p\u003e \u003c/div\u003e \u003cdiv id=\"Sec10\" class=\"Section3\"\u003e \u003ch2\u003e2.3.2 Perceived Value and Self-Determination Theory\u003c/h2\u003e \u003cp\u003eSDT is a psychological framework that examines individual motivation and its underlying driving mechanisms (Deci \u0026amp; Ryan, \u003cspan citationid=\"CR17\" class=\"CitationRef\"\u003e2013\u003c/span\u003e). This theory posits that the spontaneity and persistence of individual behavior largely depend on the satisfaction of three basic psychological needs: autonomy, competence, and relatedness (Ryan \u0026amp; Deci, \u003cspan citationid=\"CR71\" class=\"CitationRef\"\u003e2020\u003c/span\u003e). With the advancement of research, SDT has been further extended to incorporate variables such as flow experience and social curiosity, thereby offering a more comprehensive explanation of behavioral engagement patterns and psychological motivation across diverse contexts (Kashdan et al., \u003cspan citationid=\"CR41\" class=\"CitationRef\"\u003e2018\u003c/span\u003e). This theoretical extension not only deepens the understanding of the complexity of intrinsic motivation but also provides an important perspective for analyzing social interaction and immersive experiences in consumer behavior. Specifically, autonomy refers to individuals\u0026rsquo; sense of self-control and initiative in behavioral choices, reflecting their autonomy and agency in the decision-making process (Ryan \u0026amp; Deci, \u003cspan citationid=\"CR71\" class=\"CitationRef\"\u003e2020\u003c/span\u003e). Competence describes individuals' perceived capability and confidence when facing challenges or tasks, reflecting the alignment between their abilities and task demands (Ryan \u0026amp; Deci, \u003cspan citationid=\"CR71\" class=\"CitationRef\"\u003e2020\u003c/span\u003e). Relatedness emphasizes individuals\u0026rsquo; sense of inclusion and acceptance within social relationships, manifested as identification with and attachment to groups or social networks (Ryan \u0026amp; Deci, \u003cspan citationid=\"CR71\" class=\"CitationRef\"\u003e2020\u003c/span\u003e). Flow experience describes a state of deep immersion and intense concentration during an activity, typically accompanied by enjoyment and a distorted sense of time, which enhances user experience and sustained engagement (Csikszentmihalyi, \u003cspan citationid=\"CR14\" class=\"CitationRef\"\u003e1988\u003c/span\u003e; Pantano \u0026amp; Viassone, \u003cspan citationid=\"CR69\" class=\"CitationRef\"\u003e2015\u003c/span\u003e). Social curiosity refers to individuals\u0026rsquo; interest in and motivation for social interaction, manifested in a tendency to actively seek information and establish social connections (Kashdan et al., \u003cspan citationid=\"CR41\" class=\"CitationRef\"\u003e2018\u003c/span\u003e).\u003c/p\u003e \u003cp\u003ePerceived value not only influences consumers\u0026rsquo; behavioral intentions but also exerts a profound impact on their psychological states and intrinsic motivation (Van den Broeck et al., \u003cspan citationid=\"CR84\" class=\"CitationRef\"\u003e2014\u003c/span\u003e). In the context of phenomenal IP consumption, the evaluation of multidimensional perceived value directly or indirectly satisfies consumers\u0026rsquo; psychological needs and further stimulates their self-determined tendencies. Functional Value enhances consumers\u0026rsquo; sense of control over decisions and confidence in their choices by providing utility and goal congruence (Ng et al., \u003cspan citationid=\"CR68\" class=\"CitationRef\"\u003e2024\u003c/span\u003e). For example, the sense of task accomplishment derived from functional value motivates consumers to develop stronger needs for autonomy, thereby encouraging active engagement in purchase or usage behaviors. Sentimental value deepens the emotional connection between consumers and experiences by providing pleasure and satisfaction while also enhancing their confidence and sense of achievement in task completion (Sun \u0026amp; Liang, \u003cspan citationid=\"CR79\" class=\"CitationRef\"\u003e2020\u003c/span\u003e). For instance, emotional resonance in films or games enables consumers to perceive enhanced capability at both cognitive and affective levels, thereby strengthening their competence. Social value emphasizes group identity and social interaction, reinforcing relatedness by fostering consumers\u0026rsquo; sense of inclusion within social networks (Swirsky \u0026amp; Spaniol, \u003cspan citationid=\"CR83\" class=\"CitationRef\"\u003e2024\u003c/span\u003e). For example, discussions and interactions centered on phenomenal IP within social platforms enhance consumers\u0026rsquo; sense of community belonging and social support, thereby increasing their willingness to participate. Hedonic value and narrative value emphasize immersive experiences and cultural resonance, effectively stimulating consumers\u0026rsquo; flow experience and social curiosity (Kim \u0026amp; Thapa, \u003cspan citationid=\"CR42\" class=\"CitationRef\"\u003e2018\u003c/span\u003e; Fraschini \u0026amp; Tao, \u003cspan citationid=\"CR25\" class=\"CitationRef\"\u003e2023\u003c/span\u003e). For instance, well-crafted IP narratives not only enhance consumers\u0026rsquo; immersion but also promote social interaction and exploratory behavior, thereby further strengthening social curiosity and engagement motivation. Drawing on the preceding theoretical considerations and empirical evidence, the following hypotheses are advanced in this study:\u003c/p\u003e \u003cp\u003eH2: Perceived value has a significant positive effect on autonomy.\u003c/p\u003e \u003cp\u003eH3: Perceived value has a significant positive effect on competence.\u003c/p\u003e \u003cp\u003eH4: Perceived value has a significant positive effect on relatedness.\u003c/p\u003e \u003cp\u003eH5: Perceived value has a significant positive effect on social curiosity.\u003c/p\u003e \u003cp\u003eH6: Perceived value has a significant positive effect on flow experience.\u003c/p\u003e \u003c/div\u003e \u003cdiv id=\"Sec11\" class=\"Section3\"\u003e \u003ch2\u003e2.3.3 Self-Determination Theory and Willingness to choose\u003c/h2\u003e \u003cp\u003eIn consumer behavior research, self-determination reflects the sense of self-driven motivation, perceived control, and meaningful connection that consumers experience during their interactions with products or services (Shahid et al., \u003cspan citationid=\"CR72\" class=\"CitationRef\"\u003e2024\u003c/span\u003e). These psychological experiences not only stimulate intrinsic motivation but also significantly influence willingness to choose, defined as consumers\u0026rsquo; propensity to adopt or purchase a particular product or service. The stronger the willingness to choose, the greater the likelihood that consumers will translate intentions into actual behavior (Lam \u0026amp; Hsu, \u003cspan citationid=\"CR49\" class=\"CitationRef\"\u003e2006\u003c/span\u003e). SDT suggests that satisfying fundamental psychological needs\u0026mdash;autonomy, competence, and relatedness\u0026mdash;strengthens intrinsic motivation, which subsequently fosters positive behavioral tendencies and elevates individuals\u0026rsquo; willingness to choose (Deci \u0026amp; Ryan, \u003cspan citationid=\"CR16\" class=\"CitationRef\"\u003e2000\u003c/span\u003e; Sheldon et al., \u003cspan citationid=\"CR74\" class=\"CitationRef\"\u003e2001\u003c/span\u003e). Autonomy denotes the degree to which individuals perceive freedom and self-regulation when making decisions (Ryan \u0026amp; Deci, \u003cspan citationid=\"CR71\" class=\"CitationRef\"\u003e2020\u003c/span\u003e). When consumers perceive that they can autonomously control the choice process and that products or services align with their values and personal needs, their behavioral tendencies become more positive and enduring (Gao et al., \u003cspan citationid=\"CR29\" class=\"CitationRef\"\u003e2018\u003c/span\u003e). For example, in virtual consumption environments, the sense of autonomy derived from customization features or immersive experiences significantly enhances users\u0026rsquo; usage intention and platform loyalty (Deci \u0026amp; Ryan, \u003cspan citationid=\"CR18\" class=\"CitationRef\"\u003e2014\u003c/span\u003e). Competence refers to the sense of capability and achievement individuals experience when completing a task (Sheldon et al., \u003cspan citationid=\"CR74\" class=\"CitationRef\"\u003e2001\u003c/span\u003e). When consumers perceive a match between their abilities and task demands during product or service use, their confidence in the product increases, thereby enhancing their purchase or choice intention (Amenuvor et al., \u003cspan citationid=\"CR4\" class=\"CitationRef\"\u003e2019\u003c/span\u003e). For instance, strong functional value, user-friendly design, or challenging tasks in games can enhance competence and encourage deeper engagement in consumption behavior. Relatedness reflects individuals\u0026rsquo; sense of identification and belonging derived from social interactions (Ryan \u0026amp; Deci, \u003cspan citationid=\"CR71\" class=\"CitationRef\"\u003e2020\u003c/span\u003e). When consumers experience emotional connection and social support through community participation, social interaction, or cultural engagement, they are more likely to choose products or services that satisfy their social needs (Deci \u0026amp; Ryan, \u003cspan citationid=\"CR18\" class=\"CitationRef\"\u003e2014\u003c/span\u003e). This sense of connection is particularly salient in the context of phenomenal IP; for example, fan community interactions and a strong sense of community significantly enhance brand loyalty and willingness to choose.\u003c/p\u003e \u003cp\u003eDrawing upon SDT, the present study advances the framework by integrating social curiosity and flow experience, thereby offering a more nuanced examination of how intrinsic motivation relates to individuals\u0026rsquo; willingness to choose. Social curiosity reflects consumers\u0026rsquo; interest in and motivation for social interaction and the exploration of new information (Kashdan et al., \u003cspan citationid=\"CR41\" class=\"CitationRef\"\u003e2018\u003c/span\u003e). Pantano and Viassone (\u003cspan citationid=\"CR69\" class=\"CitationRef\"\u003e2015\u003c/span\u003e) argue that curiosity exhibited in virtual interactions and social platforms stimulates more intensive information-seeking and exploratory behaviors, thereby promoting product choice and purchase intention. For example, community discussions, fan cultures, and social activities related to phenomenal IP reinforce social curiosity, thereby increasing consumer engagement and consumption propensity. Flow experience refers to the enjoyment experienced when consumers reach a state of deep immersion and intense concentration during an activity (Csikszentmihalyi, \u003cspan citationid=\"CR14\" class=\"CitationRef\"\u003e1988\u003c/span\u003e). When consumers are immersed in the use of a product or service, their cognitive and emotional engagement increases significantly, thereby driving behavioral intentions and choice preferences (Pantano \u0026amp; Viassone, \u003cspan citationid=\"CR69\" class=\"CitationRef\"\u003e2015\u003c/span\u003e). For example, within virtual reality or gaming contexts, immersive engagement can both elevate user satisfaction and reinforce reliance on the product, thereby increasing the likelihood of selection. Drawing on the preceding theoretical arguments and empirical evidence, the study advances the following hypotheses:\u003c/p\u003e \u003cp\u003eH7: Autonomy has a significant positive effect on willingness to choose.\u003c/p\u003e \u003cp\u003eH8: Competence has a significant positive effect on willingness to choose.\u003c/p\u003e \u003cp\u003eH9: Relatedness has a significant positive effect on willingness to choose.\u003c/p\u003e \u003cp\u003eH10: Social curiosity has a significant positive effect on willingness to choose.\u003c/p\u003e \u003cp\u003eH11: Flow experience has a significant positive effect on willingness to choose.\u003c/p\u003e \u003c/div\u003e \u003cdiv id=\"Sec12\" class=\"Section3\"\u003e \u003ch2\u003e2.3.4 The Mediating Effects of Self-Determination Theory\u003c/h2\u003e \u003cp\u003eSDT highlights the importance of fulfilling core psychological needs during the behavioral process, as this constitutes a key mechanism for activating behavioral intention and promoting positive behavioral outcomes (Ryan \u0026amp; Deci, \u003cspan citationid=\"CR71\" class=\"CitationRef\"\u003e2020\u003c/span\u003e). This theory further suggests that satisfying basic psychological needs not only enhances intrinsic motivation but also facilitates more effective decision-making processes, thereby promoting positive behavioral intentions and willingness to choose (Deci \u0026amp; Ryan, \u003cspan citationid=\"CR18\" class=\"CitationRef\"\u003e2014\u003c/span\u003e). Existing research indicates that perceived value can indirectly enhance willingness to choose by satisfying individuals\u0026rsquo; psychological needs (Ming-Sung Cheng et al., \u003cspan citationid=\"CR64\" class=\"CitationRef\"\u003e2009\u003c/span\u003e; Huang et al., \u003cspan citationid=\"CR37\" class=\"CitationRef\"\u003e2019\u003c/span\u003e). Huang et al. (\u003cspan citationid=\"CR37\" class=\"CitationRef\"\u003e2019\u003c/span\u003e) found that when virtual reality environments provide pleasurable hedonic value and high perceived value, consumers\u0026rsquo; needs for autonomy are satisfied, thereby enhancing their intrinsic motivation and sustained engagement intentions. However, if virtual environments do not evoke positive experiences, they will weaken consumers' willingness to participate. This suggests that perceived value can indirectly influence willingness to choose by promoting the development of autonomy. Ming-Sung Cheng et al. (\u003cspan citationid=\"CR64\" class=\"CitationRef\"\u003e2009\u003c/span\u003e) argued that the functional value and social value of social platforms enhance consumers\u0026rsquo; competence and decision confidence, leading to stronger behavioral intentions during the information search stage. However, during the purchasing stage, if a clear sense of group identification or belonging is lacking, this positive effect may be diminished. Therefore, the role of perceived value in enhancing competence is particularly significant in specific contexts. Research indicates that social interaction and relatedness play a critical role in promoting willingness to choose (Huang et al., \u003cspan citationid=\"CR37\" class=\"CitationRef\"\u003e2019\u003c/span\u003e). For example, social platforms and community discussions strengthen consumers\u0026rsquo; sense of relatedness and group identification, thereby further driving purchase behavior. Conversely, if relatedness is not satisfied, consumers\u0026rsquo; behavioral intentions may be inhibited. Koo and Ju (\u003cspan citationid=\"CR47\" class=\"CitationRef\"\u003e2010\u003c/span\u003e) found that consumers with high social curiosity are more inclined to explore product-related social features and cues, such as reviews, interactive communities, and social media sharing. Such exploratory behavior further enhances consumers\u0026rsquo; perceptions of sentimental value, functional value, and social value, thereby promoting willingness to choose. Therefore, social curiosity may serve as a key mediating variable between perceived value and willingness to choose. Alexiou et al. (\u003cspan citationid=\"CR3\" class=\"CitationRef\"\u003e2022\u003c/span\u003e) emphasized that the narrative value of games evokes emotional resonance and immersion, enabling players to enter a state of flow experience, thereby enhancing learning intention and behavioral performance. Similarly, in cultural consumption contexts, flow experience enhances intrinsic motivation by increasing enjoyment and concentration, ultimately influencing willingness to choose. Grounded in the preceding theoretical rationale and supporting empirical evidence, this study advances the following hypotheses to examine the mediating roles of self-determination constructs:\u003c/p\u003e \u003cp\u003eH1-1: Perceived value has a significant positive effect on willingness to choose through autonomy.\u003c/p\u003e \u003cp\u003eH2-1: Perceived value has a significant positive effect on willingness to choose through competence.\u003c/p\u003e \u003cp\u003eH3-1: Perceived value has a significant positive effect on willingness to choose through relatedness.\u003c/p\u003e \u003cp\u003eH4-1: Perceived value has a significant positive effect on willingness to choose through social curiosity.\u003c/p\u003e \u003cp\u003eH5-1: Perceived value has a significant positive effect on willingness to choose through flow experience.\u003c/p\u003e \u003c/div\u003e \u003c/div\u003e"},{"header":"3. Methodology","content":"\u003cdiv id=\"Sec14\" class=\"Section2\"\u003e \u003ch2\u003e3.1 Questionnaire Design and Measurement of Variables\u003c/h2\u003e \u003cp\u003eThis study employs a second-order SEM approach to validate the theoretical model and research hypotheses, with the aim of systematically analyzing the complex interactions among multidimensional variables and exploring the underlying mechanisms influencing consumer behavior in the context of phenomenal IP. Second-order SEM is widely applied in behavioral science research because it integrates multiple complex constructs into higher-order latent variables, thereby enhancing the explanatory power and generalizability of theoretical models (Koufteros et al., \u003cspan citationid=\"CR48\" class=\"CitationRef\"\u003e2009\u003c/span\u003e; Zhao et al., \u003cspan citationid=\"CR96\" class=\"CitationRef\"\u003e2024\u003c/span\u003e). As a primary analytical tool, second-order SEM overcomes the limitations of traditional first-order models and provides a more refined examination of hierarchical structures and underlying mechanisms among variables (Li et al., 2020). Specifically, first, multiple first-order constructs (e.g., dimensions of perceived value) are integrated into second-order latent variables, thereby improving modeling efficiency and theoretical abstraction. Second, it enables precise estimation of direct, mediating, and moderating effects among variables, making it well suited for multivariate interaction analysis. Lastly, indices of model fit serve as key criteria for evaluating the adequacy and explanatory capability of the model, thereby strengthening the rigor and overall credibility of the results.\u003c/p\u003e \u003cp\u003eIn this study, perceived value is conceptualized as the stimulus variable (S) and is further decomposed into seven core second-order dimensions: functional value, sentimental value, social value, hedonic value, economic value, utilitarian value, and narrative value. These value constructs subsequently influence organism variables (O), including autonomy, competence, relatedness, social curiosity, and flow experience, which ultimately affect the response variable (R), namely willingness to choose. This multilevel analytical framework provides both a theoretical foundation and an analytical tool for uncovering the causal pathways underlying consumer psychology and behavior in the context of phenomenal IP.\u003c/p\u003e \u003cp\u003eBased on the characteristics of phenomenal IP and the context of consumer behavior, this study develops seven core value dimensions and refines existing measurement scales accordingly. The measurement of functional value and sentimental value is adapted from Deng et al. (\u003cspan citationid=\"CR19\" class=\"CitationRef\"\u003e2010\u003c/span\u003e) and modified to align with the specific characteristics of phenomenal IP. For example, items include \u0026ldquo;The experience of phenomenal IP-related products or content effectively satisfies my needs\u0026rdquo; and \u0026ldquo;Experiencing phenomenal IP is enjoyable.\u0026rdquo; Social value is measured using scales adapted from Kim and Thapa (\u003cspan citationid=\"CR42\" class=\"CitationRef\"\u003e2018\u003c/span\u003e) and Singh et al. (\u003cspan citationid=\"CR76\" class=\"CitationRef\"\u003e2021\u003c/span\u003e), including items such as \u0026ldquo;Experiencing phenomenal IP makes me feel accepted by a social group.\u0026rdquo; Hedonic value is measured based on the scale developed by Chiu et al. (\u003cspan citationid=\"CR12\" class=\"CitationRef\"\u003e2014\u003c/span\u003e), with items such as \u0026ldquo;When I seek a special experience, I choose to engage with phenomenal IP.\u0026rdquo; Economic value is assessed using items adapted from Deng et al. (\u003cspan citationid=\"CR19\" class=\"CitationRef\"\u003e2010\u003c/span\u003e) and Singh et al. (\u003cspan citationid=\"CR76\" class=\"CitationRef\"\u003e2021\u003c/span\u003e), such as \u0026ldquo;The products and experiences of phenomenal IP are worth their cost.\u0026rdquo; Utilitarian value is measured using the scale proposed by Mohd-Any et al. (\u003cspan citationid=\"CR66\" class=\"CitationRef\"\u003e2015\u003c/span\u003e), including items such as \u0026ldquo;Engaging with phenomenal IP content helps me quickly access information and entertainment that interest me.\u0026rdquo; Narrative Value is measured using scales adapted from Cao et al. (\u003cspan citationid=\"CR9\" class=\"CitationRef\"\u003e2021\u003c/span\u003e) and Wang and Tang (\u003cspan citationid=\"CR87\" class=\"CitationRef\"\u003e2021\u003c/span\u003e), including items such as \u0026ldquo;I can empathize with the emotions and experiences of characters in phenomenal IP.\u0026rdquo; All measurement scales were refined through a pilot study and subsequent revisions to more accurately capture consumers\u0026rsquo; multidimensional perceptions and evaluations of phenomenal IP.\u003c/p\u003e \u003cp\u003eThis study adopts the SDT, incorporating autonomy, competence, relatedness, social curiosity, and flow experience as core variables of intrinsic motivation, with measurement scales adapted to the research context. The measurement of these constructs is adapted from established scales (Kashdan et al., \u003cspan citationid=\"CR41\" class=\"CitationRef\"\u003e2018\u003c/span\u003e; Sun et al., \u003cspan citationid=\"CR80\" class=\"CitationRef\"\u003e2019\u003c/span\u003e; Wang et al., 2021; Alexiou et al., \u003cspan citationid=\"CR3\" class=\"CitationRef\"\u003e2022\u003c/span\u003e) and appropriately modified to align with the study context. For example, autonomy is measured using items such as \"When engaging with phenomenal IP, I can freely experience the content in my own way and fully be myself.\u0026rdquo; Competence is measured with items such as \"When engaging with phenomenal IP, I have opportunities to demonstrate or apply my abilities.\u0026rdquo; Relatedness is assessed through items reflecting social interaction, such as \"When reading other fans\u0026rsquo; experiences and stories in phenomenal IP-related forums, I feel a stronger sense of connection with them.\u0026rdquo; Social curiosity is measured using items such as \u0026ldquo;When others discuss phenomenal IP, I am interested in learning what they are talking about,\u0026rdquo; while flow experience is assessed with items such as \u0026ldquo;When engaging with phenomenal IP, I can fully concentrate on the activity and ignore external distractions.\u0026rdquo; Consumers\u0026rsquo; willingness to choose is measured using scales adapted from Lu and Chi (\u003cspan citationid=\"CR58\" class=\"CitationRef\"\u003e2018\u003c/span\u003e) and Irfan and Ahmad (\u003cspan citationid=\"CR39\" class=\"CitationRef\"\u003e2021\u003c/span\u003e), including items such as \"If given the opportunity, I am willing to choose more phenomenal IP-related content, products, or services\" and \u0026ldquo;I would recommend phenomenal IP-related products or services to others.\u0026rdquo; The refined measurement scales more accurately capture respondents\u0026rsquo; perceptions across value dimensions and reflect their psychological states and actual behavioral intentions within the research context. Detailed questionnaire items are provided in \u003cspan refid=\"Sec29\" class=\"InternalRef\"\u003eAppendix\u003c/span\u003e B.\u003c/p\u003e \u003c/div\u003e \u003cdiv id=\"Sec15\" class=\"Section2\"\u003e \u003ch2\u003e3.2 Survey Administration\u003c/h2\u003e \u003cp\u003eThe questionnaire was organized into three distinct sections. First, in the introductory section, participants were provided with a detailed explanation of the research background, including the concept of phenomenal IP, the core elements of the theoretical model, the research objectives, and assurances regarding participant privacy (see \u003cspan refid=\"Sec29\" class=\"InternalRef\"\u003eAppendix\u003c/span\u003e A). In accordance with data protection regulations, the research statement ensured that all collected data were used solely for academic purposes, strictly adhered to anonymity principles, and safeguarded participants\u0026rsquo; privacy. Second, measurement instruments for the study variables were presented, and respondents evaluated each item on a seven-point Likert scale, anchored from \u0026ldquo;1\u0026thinsp;=\u0026thinsp;strongly disagree\u0026rdquo; to \u0026ldquo;7\u0026thinsp;=\u0026thinsp;strongly agree.\u0026rdquo; The use of a seven-point scale enables the capture of more nuanced psychological states and behavioral tendencies, thereby enhancing data resolution and reliability (Zhao \u0026amp; Liu, \u003cspan citationid=\"CR98\" class=\"CitationRef\"\u003e2024\u003c/span\u003e). Finally, the questionnaire concluded with demographic questions to capture participants\u0026rsquo; basic characteristics, such as age, gender, income level, and educational background. These data provide a basis for control variables and sample description in subsequent analyses.\u003c/p\u003e \u003cp\u003eThis study utilized the online survey platform Sojump for data distribution and collection. The target population consisted of consumers in mainland China. The study concentrates on the Chinese market; however, the sample design includes various groups from different regions, age brackets, and professional backgrounds, thus ensuring robust external validity and the generalizability of the results. Given that the research aims to examine broad consumer behavior patterns in the context of phenomenal IP, the survey design did not restrict participants\u0026rsquo; specific geographic locations but instead captured cross-regional preferences through a nationally distributed sample. This open sampling approach helps mitigate the limitations imposed by regional or cultural factors, thereby enhancing the generalizability of the study\u0026rsquo;s conclusions (Cleveland \u0026amp; Laroche, \u003cspan citationid=\"CR13\" class=\"CitationRef\"\u003e2007\u003c/span\u003e). Data collection was carried out between October 30 and November 20, 2024. A random sampling approach was adopted, and participants who completed the questionnaire were provided with appropriate incentives through the Sojump platform, thereby improving both the response rate and the overall quality of the data.\u003c/p\u003e \u003cp\u003eTo enhance the applicability of the measurement scales, the questionnaire was initially developed in English and underwent bidirectional translation and back-translation by professional translators to ensure semantic accuracy and cultural appropriateness. Subsequently, multiple rounds of review and refinement were conducted to improve the clarity and applicability of the measurement items (Ho, \u003cspan citationid=\"CR35\" class=\"CitationRef\"\u003e2024\u003c/span\u003e). To evaluate the instrument\u0026rsquo;s reliability, validity, and overall feasibility, a pilot study was performed using a randomly selected sample of 100 respondents. Informed by the results of the pilot study, item wording and questionnaire structure were revised to reduce comprehension bias and improve the precision of the measurement instrument. These revisions ensured that the finalized instrument effectively represented the relationships among the key variables and the proposed hypotheses. To improve data quality, an attention-check item was embedded in the questionnaire to identify inattentive respondents (Smyth et al., \u003cspan citationid=\"CR77\" class=\"CitationRef\"\u003e2009\u003c/span\u003e). Responses that failed the attention check were directly excluded from the dataset. Additionally, missing or incomplete responses were removed, and the median absolute deviation (MAD) technique was then applied to identify anomalous observations (Yaro et al., \u003cspan citationid=\"CR92\" class=\"CitationRef\"\u003e2023\u003c/span\u003e). Among the 995 responses obtained, 104 were removed because of incomplete or anomalous entries, leaving 891 usable questionnaires and yielding an effective response rate of 89.547%. This sample size satisfies the recommended criteria for SEM, thereby supporting the stability and explanatory strength of the analytical results (Hair et al., \u003cspan citationid=\"CR31\" class=\"CitationRef\"\u003e2010\u003c/span\u003e).\u003c/p\u003e \u003c/div\u003e \u003cdiv id=\"Sec16\" class=\"Section2\"\u003e \u003ch2\u003e3.3 Bias Testing and Normality Assessment\u003c/h2\u003e \u003cp\u003eThis study adopts several analytical approaches to evaluate both common method bias and data normality, thereby enhancing data reliability and methodological rigor while establishing a robust basis for subsequent model estimation. To identify and mitigate potential common method variance, Harman\u0026rsquo;s single-factor test was applied (Kock, \u003cspan citationid=\"CR46\" class=\"CitationRef\"\u003e2015\u003c/span\u003e). The findings reveal that a single factor explains 48.588% of the overall variance, which remains below the accepted cutoff value of 50% (Fuller et al., \u003cspan citationid=\"CR27\" class=\"CitationRef\"\u003e2016\u003c/span\u003e). This finding suggests that common method bias is unlikely to pose a serious threat to the validity of the data, indicating that the measurement instruments demonstrate satisfactory discriminant capability and reliability. To further examine potential bias, a single-factor confirmatory factor analysis (CFA) was conducted, yielding the following results: The results show that CMIN/DF\u0026thinsp;=\u0026thinsp;6.429, RMSEA\u0026thinsp;=\u0026thinsp;0.078, CFI\u0026thinsp;=\u0026thinsp;0.773, NFI\u0026thinsp;=\u0026thinsp;0.742, RFI\u0026thinsp;=\u0026thinsp;0.733, IFI\u0026thinsp;=\u0026thinsp;0.773, TLI\u0026thinsp;=\u0026thinsp;0.765, and SRMR\u0026thinsp;=\u0026thinsp;0.496. Although the single-factor model demonstrates limited explanatory power, its fit indices differ substantially from those of the original model, indicating the absence of significant common method bias. This further supports the validity and reliability of the proposed model and reinforces its theoretical soundness (Brown \u0026amp; Moore, \u003cspan citationid=\"CR7\" class=\"CitationRef\"\u003e2012\u003c/span\u003e).\u003c/p\u003e \u003cp\u003eTo evaluate distributional normality, skewness and kurtosis were computed for each variable. The findings show that all absolute coefficients lie within the acceptable limits of 3 for skewness and 8 for kurtosis, indicating an approximately normal distribution and supporting the suitability of the data for SEM procedures (Hair et al., \u003cspan citationid=\"CR31\" class=\"CitationRef\"\u003e2010\u003c/span\u003e). Additionally, non-response bias was assessed by comparing early and late respondents, and no significant differences were found, indicating that non-response bias is unlikely to affect the results.\u003c/p\u003e \u003c/div\u003e \u003cdiv id=\"Sec17\" class=\"Section2\"\u003e \u003ch2\u003e3.4 Demographic Characteristics\u003c/h2\u003e \u003cp\u003eThis study analyzes the demographic characteristics of 891 valid respondents to ensure sample diversity and representativeness, thereby further supporting the external validity of the findings. Comprehensive demographic characteristics are reported in Table\u0026nbsp;\u003cspan refid=\"Tab1\" class=\"InternalRef\"\u003e1\u003c/span\u003e. Of the 891 participants, 52.3% were male and 47.7% were female, reflecting a relatively balanced gender composition consistent with distributions commonly observed in consumer behavior research. In terms of age distribution, 37.4% of respondents fall within the 21\u0026ndash;30 age group, representing the largest proportion and indicating that younger consumers constitute the primary audience for phenomenal IP consumption. Respondents aged 31\u0026ndash;40 account for 29.7%, those aged 41\u0026ndash;50 account for 12.2%, and those over 50 account for 13.6%. The substantial representation of middle-aged and older groups reflects the cross-generational nature of the consumption market.\u003c/p\u003e \u003cp\u003eRespondents\u0026rsquo; educational attainment is primarily concentrated at the undergraduate level (48.5%), while 25.3% hold a graduate degree or higher. Nearly half of the sample possesses at least a bachelor\u0026rsquo;s degree, indicating a relatively high level of cultural literacy and information acquisition capability, which aligns with the tendency for phenomenal IP consumers to have higher educational backgrounds (Zhang \u0026amp; Luo, \u003cspan citationid=\"CR94\" class=\"CitationRef\"\u003e2024\u003c/span\u003e). In terms of annual income, 59.4% of respondents reported annual income between RMB 100,001 and RMB 500,000, indicating that a substantial proportion of the sample falls within the middle-to-upper income range. Patterns of social media usage indicate that most respondents engage with social platforms frequently, suggesting that these platforms serve as critical channels for the dissemination and interaction of phenomenal IP, thereby supporting theoretical assumptions regarding social interaction and communication effects (Fischer \u0026amp; Reuber, \u003cspan citationid=\"CR23\" class=\"CitationRef\"\u003e2011\u003c/span\u003e). In addition, it is noteworthy that respondents show the highest level of interest in film and television content, indicating that visually and narratively driven content is particularly effective in attracting audience attention within the phenomenal IP market. Meanwhile, cross-media content such as animation, literature, and games also receives widespread attention, supporting the applicability of the multidimensional perceived value framework (Davidson, \u003cspan citationid=\"CR15\" class=\"CitationRef\"\u003e2010\u003c/span\u003e). In summary, the sample demonstrates a balanced gender distribution, broad age coverage, and strong educational representativeness. Additionally, income levels are concentrated in the middle-to-upper range, reflecting a consumer group with substantial purchasing power and engagement in phenomenal IP consumption (Zhang \u0026amp; Luo, \u003cspan citationid=\"CR94\" class=\"CitationRef\"\u003e2024\u003c/span\u003e). Furthermore, respondents\u0026rsquo; frequent use of social media and their broad interest in cultural content such as film, animation, and games further confirm the market influence and cross-media diffusion characteristics of phenomenal IP (Yan et al., \u003cspan citationid=\"CR90\" class=\"CitationRef\"\u003e2021\u003c/span\u003e; Hu, \u003cspan citationid=\"CR36\" class=\"CitationRef\"\u003e2022\u003c/span\u003e; Zhang, \u003cspan citationid=\"CR94\" class=\"CitationRef\"\u003e2024\u003c/span\u003e).\u003c/p\u003e \u003cp\u003e \u003cdiv class=\"gridtable\"\u003e\u003ctable float=\"Yes\" id=\"Tab1\" border=\"1\"\u003e \u003ccaption language=\"En\"\u003e \u003cdiv class=\"CaptionNumber\"\u003eTable 1\u003c/div\u003e \u003cdiv class=\"CaptionContent\"\u003e \u003cp\u003eDescriptive Statistics Results\u003c/p\u003e \u003c/div\u003e \u003c/caption\u003e \u003ccolgroup cols=\"4\"\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c1\" colnum=\"1\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c2\" colnum=\"2\"\u003e\u003c/div\u003e \u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c3\" colnum=\"3\"\u003e\u003c/div\u003e \u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c4\" colnum=\"4\"\u003e\u003c/div\u003e \u003cthead\u003e \u003ctr\u003e \u003cth align=\"left\" colname=\"c1\"\u003e \u003cp\u003eCharacteristics\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c2\"\u003e \u003cp\u003eItems\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c3\"\u003e \u003cp\u003eFrequency (\u003cem\u003en\u003c/em\u003e\u0026nbsp;=\u0026nbsp;891)\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c4\"\u003e \u003cp\u003ePercentage (%)\u003c/p\u003e \u003c/th\u003e \u003c/tr\u003e \u003c/thead\u003e \u003ctbody\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eGender\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eFemale\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e425\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e47.7\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eMale\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e466\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e52.3\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eAge (Year)\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003e18\u0026ndash;20\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e63\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e7.1\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003e21\u0026ndash;30\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e333\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e37.4\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003e31\u0026ndash;40\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e265\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e29.7\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003e41\u0026ndash;50\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e109\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e12.2\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003e51\u0026ndash;60\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e83\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e9.3\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003e\u0026gt;\u0026thinsp;60\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e38\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e4.3\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eEducation Level\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eMiddle School\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e57\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e6.4\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eHigh School\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e177\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e19.9\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eBachelor\u0026rsquo;s Degree\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e432\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e48.5\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eGraduate Degree\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e143\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e16.0\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003ePhD Degree\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e82\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e9.2\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eOccupation\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eStudent\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e82\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e9.2\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eCompany employee\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e381\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e42.8\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eSelf-employed\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e162\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e18.2\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eGovernment/Public sector employee\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e145\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e16.3\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eProfessional (e.g., doctor, lawyer)\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e119\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e13.4\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eOther\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e2\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e0.2\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eAnnual income\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003e\u0026lt;\u0026thinsp;50000\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e63\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e7.1\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003e50001\u0026ndash;100000\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e253\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e28.4\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003e100001\u0026ndash;200000\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e304\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e34.1\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003e200001\u0026ndash;500000\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e225\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e25.3\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003e\u0026gt;\u0026thinsp;500000\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e24\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e2.7\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003ePrefer not to disclose\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e22\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e2.5\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eFrequency of social media use\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eMultiple times per day\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e487\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e54.7\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eOnce per day\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e248\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e27.8\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eSeveral times per week\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e70\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e7.9\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eSeveral times per month\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e72\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e8.1\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eAlmost never\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e14\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e1.6\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eDirection of Interest (multiple choices)\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eGames\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e581\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e65.2\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eAnime\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e570\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e64.0\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eMovies and TV Shows\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e602\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e67.6\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eNovels/Literature\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e526\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e59.0\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eMusic\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e367\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e41.2\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003c/tbody\u003e \u003c/colgroup\u003e \u003ctfoot\u003e \u003ctr\u003e\u003ctd colspan=\"4\"\u003eNote. Direction of interest was measured as a multiple-choice item; therefore, the percentages do not sum to 100%.\u003c/td\u003e\u003c/tr\u003e \u003c/tfoot\u003e \u003c/table\u003e\u003c/div\u003e \u003c/p\u003e \u003c/div\u003e"},{"header":"4. Empirical Analysis and Discussion","content":"\u003cp\u003eThis study employs SPSS 27 and AMOS 26 to analyze and test the data, with the aim of validating the applicability of the theoretical model and examining the robustness and theoretical soundness of the research hypotheses.\u003c/p\u003e \u003cdiv id=\"Sec19\" class=\"Section2\"\u003e \u003ch2\u003e4.1 Confirmatory Factor Analysis\u003c/h2\u003e \u003cp\u003eThis study first employs CFA to assess the reliability, validity, and model fit of the measurement model and to examine whether the variables meet the structural requirements of the theoretical framework. The comprehensive results are reported in Table\u0026nbsp;\u003cspan refid=\"Tab2\" class=\"InternalRef\"\u003e2\u003c/span\u003e. For all constructs, both Cronbach\u0026rsquo;s alpha and composite reliability (CR) values surpass the 0.7 threshold, demonstrating satisfactory internal consistency of the measurement instruments. All standardized factor loadings are above 0.7, suggesting that the measurement items exhibit strong explanatory power. The average variance extracted (AVE) for all constructs exceeds 0.5, indicating satisfactory convergent validity (Hair et al., \u003cspan citationid=\"CR32\" class=\"CitationRef\"\u003e2019\u003c/span\u003e). Furthermore, the second-order CFA results demonstrate a good model fit (CMIN/DF\u0026thinsp;=\u0026thinsp;1.66, RMSEA\u0026thinsp;=\u0026thinsp;0.027, SRMR\u0026thinsp;=\u0026thinsp;0.022, GFI\u0026thinsp;=\u0026thinsp;0.952, NFI\u0026thinsp;=\u0026thinsp;0.966, RFI\u0026thinsp;=\u0026thinsp;0.963, IFI\u0026thinsp;=\u0026thinsp;0.986, TLI\u0026thinsp;=\u0026thinsp;0.985, CFI\u0026thinsp;=\u0026thinsp;0.986). These findings further support the suitability of the proposed second-order structural model for path analysis and hypothesis testing (see Table\u0026nbsp;\u003cspan refid=\"Tab2\" class=\"InternalRef\"\u003e2\u003c/span\u003e for details). Furthermore, the results of the variance inflation factor (VIF) test show that all values are below the threshold of 3, indicating that multicollinearity is not a serious concern among the variables (Hair et al., \u003cspan citationid=\"CR32\" class=\"CitationRef\"\u003e2019\u003c/span\u003e). Taken together, these findings confirm that the dataset is appropriate for further structural model analysis.\u003c/p\u003e \u003cp\u003e \u003cdiv class=\"gridtable\"\u003e\u003ctable float=\"Yes\" id=\"Tab2\" border=\"1\"\u003e \u003ccaption language=\"En\"\u003e \u003cdiv class=\"CaptionNumber\"\u003eTable 2\u003c/div\u003e \u003cdiv class=\"CaptionContent\"\u003e \u003cp\u003eConfirmatory factor analysis results\u003c/p\u003e \u003c/div\u003e \u003c/caption\u003e \u003ccolgroup cols=\"10\"\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c1\" colnum=\"1\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c2\" colnum=\"2\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c3\" colnum=\"3\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c4\" colnum=\"4\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c5\" colnum=\"5\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c6\" colnum=\"6\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c7\" colnum=\"7\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c8\" colnum=\"8\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c9\" colnum=\"9\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c10\" colnum=\"10\"\u003e\u003c/div\u003e \u003cthead\u003e \u003ctr\u003e \u003cth align=\"left\" colspan=\"2\" nameend=\"c2\" namest=\"c1\"\u003e \u003cp\u003eConstruct\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c3\"\u003e \u003cp\u003eItem\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c4\"\u003e \u003cp\u003eMean\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c5\"\u003e \u003cp\u003eSD\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c6\"\u003e \u003cp\u003eSkewness\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c7\"\u003e \u003cp\u003eKurtosis\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c8\"\u003e \u003cp\u003eλ\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c9\"\u003e \u003cp\u003eAVE\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c10\"\u003e \u003cp\u003eCR\u003c/p\u003e \u003c/th\u003e \u003c/tr\u003e \u003c/thead\u003e \u003ctbody\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\" morerows=\"29\" rowspan=\"30\"\u003e \u003cp\u003ePerceived Value\u003c/p\u003e \u003cp\u003e(PV)\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\" morerows=\"3\" rowspan=\"4\"\u003e \u003cp\u003eFunctional Value\u003c/p\u003e \u003cp\u003e(FV)\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eFV1\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e4.72\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e1.677\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e-0.495\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003e-0.534\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e \u003cp\u003e0.809\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e \u003cp\u003e0.7006\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c10\"\u003e \u003cp\u003e0.8752\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eFV2\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e4.76\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e1.729\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e-0.488\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003e-0.637\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e \u003cp\u003e0.869\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c10\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eFV3\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e4.75\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e1.715\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e-0.557\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003e-0.561\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e \u003cp\u003e0.832\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c10\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eEV1\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e4.98\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e1.726\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e-0.735\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003e-0.309\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e \u003cp\u003e0.818\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c10\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c2\" morerows=\"2\" rowspan=\"3\"\u003e \u003cp\u003eSentimental Value\u003c/p\u003e \u003cp\u003e(EV)\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eEV2\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e4.91\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e1.721\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e-0.632\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003e-0.348\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e \u003cp\u003e0.810\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e \u003cp\u003e0.6655\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c10\"\u003e \u003cp\u003e0.8884\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eEV3\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e4.94\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e1.733\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e-0.626\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003e-0.481\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e \u003cp\u003e0.811\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c10\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eEV4\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e4.98\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e1.751\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e-0.640\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003e-0.450\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e \u003cp\u003e0.824\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c10\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c2\" morerows=\"4\" rowspan=\"5\"\u003e \u003cp\u003eSocial Value\u003c/p\u003e \u003cp\u003e(SV)\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eSV 1\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e4.90\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e1.694\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e-0.630\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003e-0.363\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e \u003cp\u003e0.805\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e \u003cp\u003e0.6341\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c10\"\u003e \u003cp\u003e0.8965\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eSV 2\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e4.76\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e1.697\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e-0.479\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003e-0.530\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e \u003cp\u003e0.809\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c10\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eSV 3\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e4.84\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e1.659\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e-0.554\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003e-0.413\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e \u003cp\u003e0.778\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c10\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eSV 4\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e4.81\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e1.678\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e-0.465\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003e-0.572\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e \u003cp\u003e0.792\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c10\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eSV 5\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e4.92\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e1.695\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e-0.662\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003e-0.328\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e \u003cp\u003e0.797\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c10\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c2\" morerows=\"4\" rowspan=\"5\"\u003e \u003cp\u003eHedonic Value\u003c/p\u003e \u003cp\u003e(GR)\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eGR 1\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e4.91\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e1.739\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e-0.688\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003e-0.347\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e \u003cp\u003e0.812\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e \u003cp\u003e0.6349\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c10\"\u003e \u003cp\u003e0.8968\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eGR 2\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e4.92\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e1.720\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e-0.636\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003e-0.450\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e \u003cp\u003e0.812\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c10\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eGR 3\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e4.90\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e1.701\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e-0.644\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003e-0.377\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e \u003cp\u003e0.773\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c10\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eGR 4\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e4.86\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e1.726\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e-0.597\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003e-0.478\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e \u003cp\u003e0.778\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c10\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eGR 5\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e4.77\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e1.759\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e-0.578\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003e-0.474\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e \u003cp\u003e0.808\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c10\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c2\" morerows=\"3\" rowspan=\"4\"\u003e \u003cp\u003eEconomic Value\u003c/p\u003e \u003cp\u003e(MV)\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eMV 1\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e4.82\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e1.725\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e-0.565\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003e-0.514\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e \u003cp\u003e0.831\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e \u003cp\u003e0.6673\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c10\"\u003e \u003cp\u003e0.8891\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eMV 2\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e4.83\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e1.774\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e-0.584\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003e-0.594\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e \u003cp\u003e0.830\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c10\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eMV 3\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e4.80\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e1.723\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e-0.504\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003e-0.613\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e \u003cp\u003e0.809\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c10\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eMV 4\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e4.63\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e1.705\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e-0.373\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003e-0.627\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e \u003cp\u003e0.797\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c10\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c2\" morerows=\"3\" rowspan=\"4\"\u003e \u003cp\u003eUtilitarian Value\u003c/p\u003e \u003cp\u003e(UV)\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eUV 1\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e4.84\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e1.779\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e-0.693\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003e-0.436\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e \u003cp\u003e0.831\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e \u003cp\u003e0.675\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c10\"\u003e \u003cp\u003e0.8925\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eUV 2\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e4.79\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e1.708\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e-0.573\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003e-0.476\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e \u003cp\u003e0.801\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c10\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eUV 3\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e4.87\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e1.731\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e-0.585\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003e-0.558\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e \u003cp\u003e0.824\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c10\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eUV 4\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e4.83\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e1.776\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e-0.559\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003e-0.609\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e \u003cp\u003e0.830\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c10\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c2\" morerows=\"4\" rowspan=\"5\"\u003e \u003cp\u003eNarrative Value\u003c/p\u003e \u003cp\u003e(NV)\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eNV 1\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e4.78\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e1.678\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e-0.513\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003e-0.467\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e \u003cp\u003e0.806\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e \u003cp\u003e0.6523\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c10\"\u003e \u003cp\u003e0.9037\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eNV 2\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e4.77\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e1.702\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e-0.553\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003e-0.425\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e \u003cp\u003e0.809\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c10\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eNV 3\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e4.86\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e1.719\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e-0.625\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003e-0.424\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e \u003cp\u003e0.800\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c10\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eNV 4\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e4.82\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e1.745\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e-0.602\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003e-0.456\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e \u003cp\u003e0.825\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c10\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eNV 5\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e4.75\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e1.790\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e-0.613\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003e-0.469\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e \u003cp\u003e0.798\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c10\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colspan=\"2\" morerows=\"4\" nameend=\"c2\" namest=\"c1\" rowspan=\"5\"\u003e \u003cp\u003eAutonomy\u003c/p\u003e \u003cp\u003e(AUT)\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eAUT 1\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e4.93\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e1.685\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e-0.611\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003e-0.350\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e \u003cp\u003e0.810\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e \u003cp\u003e0.6505\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c10\"\u003e \u003cp\u003e0.9029\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eAUT 2\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e4.82\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e1.716\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e-0.527\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003e-0.509\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e \u003cp\u003e0.801\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c10\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eAUT 3\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e4.90\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e1.677\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e-0.554\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003e-0.457\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e \u003cp\u003e0.785\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c10\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eAUT 4\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e4.92\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e1.704\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e-0.651\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003e-0.378\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e \u003cp\u003e0.825\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c10\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eAUT 5\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e4.86\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e1.739\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e-0.590\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003e-0.441\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e \u003cp\u003e0.811\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c10\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colspan=\"2\" morerows=\"4\" nameend=\"c2\" namest=\"c1\" rowspan=\"5\"\u003e \u003cp\u003eCompetence\u003c/p\u003e \u003cp\u003e(COM)\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eCOM 1\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e4.82\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e1.727\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e-0.547\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003e-0.524\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e \u003cp\u003e0.786\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e \u003cp\u003e0.643\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c10\"\u003e \u003cp\u003e0.900\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eCOM 2\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e4.79\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e1.712\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e-0.505\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003e-0.516\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e \u003cp\u003e0.820\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c10\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eCOM 3\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e4.74\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e1.727\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e-0.527\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003e-0.543\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e \u003cp\u003e0.796\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c10\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eCOM 4\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e4.90\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e1.692\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e-0.532\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003e-0.526\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e \u003cp\u003e0.803\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c10\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eCOM 5\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e4.80\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e1.739\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e-0.528\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003e-0.529\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e \u003cp\u003e0.804\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c10\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colspan=\"2\" morerows=\"3\" nameend=\"c2\" namest=\"c1\" rowspan=\"4\"\u003e \u003cp\u003eRelatedness\u003c/p\u003e \u003cp\u003e(RE)\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eRE 1\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e4.93\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e1.731\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e-0.688\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003e-0.389\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e \u003cp\u003e0.815\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e \u003cp\u003e0.6498\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c10\"\u003e \u003cp\u003e0.8812\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eRE 2\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e4.82\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e1.708\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e-0.515\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003e-0.493\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e \u003cp\u003e0.791\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c10\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eRE 3\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e4.85\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e1.731\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e-0.606\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003e-0.446\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e \u003cp\u003e0.798\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c10\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eRE 4\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e4.87\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e1.772\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e-0.593\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003e-0.524\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e \u003cp\u003e0.820\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c10\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colspan=\"2\" morerows=\"4\" nameend=\"c2\" namest=\"c1\" rowspan=\"5\"\u003e \u003cp\u003eSocial Curiosity\u003c/p\u003e \u003cp\u003e(SCU)\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eSCU 1\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e4.86\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e1.743\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e-0.582\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003e-0.477\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e \u003cp\u003e0.796\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e \u003cp\u003e0.634\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c10\"\u003e \u003cp\u003e0.8965\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eSCU 2\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e4.80\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e1.753\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e-0.615\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003e-0.472\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e \u003cp\u003e0.807\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c10\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eSCU 3\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e4.85\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e1.729\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e-0.581\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003e-0.481\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e \u003cp\u003e0.797\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c10\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eSCU 4\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e4.89\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e1.700\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e-0.579\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003e-0.422\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e \u003cp\u003e0.801\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c10\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eSCU 5\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e4.81\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e1.682\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e-0.600\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003e-0.301\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e \u003cp\u003e0.780\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c10\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colspan=\"2\" morerows=\"4\" nameend=\"c2\" namest=\"c1\" rowspan=\"5\"\u003e \u003cp\u003eFlow Experience\u003c/p\u003e \u003cp\u003e(FW)\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eFW 1\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e4.97\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e1.718\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e-0.674\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003e-0.355\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e \u003cp\u003e0.807\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e \u003cp\u003e0.6342\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c10\"\u003e \u003cp\u003e0.8965\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eFW 2\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e4.85\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e1.766\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e-0.610\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003e-0.507\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e \u003cp\u003e0.804\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c10\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eFW 3\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e4.81\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e1.693\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e-0.496\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003e-0.581\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e \u003cp\u003e0.752\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c10\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eFW 4\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e4.81\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e1.727\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e-0.542\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003e-0.494\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e \u003cp\u003e0.790\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c10\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eFW 5\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e4.85\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e1.727\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e-0.628\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003e-0.368\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e \u003cp\u003e0.827\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c10\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colspan=\"2\" nameend=\"c2\" namest=\"c1\"\u003e \u003cp\u003eWillingness to Choose\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eWTC 1\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e4.92\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e1.688\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e-0.553\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003e-0.568\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e \u003cp\u003e0.837\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e \u003cp\u003e0.6984\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c10\"\u003e \u003cp\u003e0.9205\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colspan=\"2\" nameend=\"c2\" namest=\"c1\"\u003e \u003cp\u003e(WTC)\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eWTC 2\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e4.84\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e1.716\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e-0.527\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003e-0.622\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e \u003cp\u003e0.839\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c10\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colspan=\"2\" nameend=\"c2\" namest=\"c1\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eWTC 3\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e4.85\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e1.722\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e-0.571\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003e-0.604\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e \u003cp\u003e0.838\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c10\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colspan=\"2\" nameend=\"c2\" namest=\"c1\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eWTC 4\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e4.75\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e1.684\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e-0.427\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003e-0.653\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e \u003cp\u003e0.815\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c10\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colspan=\"2\" nameend=\"c2\" namest=\"c1\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eWTC 5\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e4.79\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e1.738\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e-0.567\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003e-0.491\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e \u003cp\u003e0.849\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c10\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003c/tbody\u003e \u003c/colgroup\u003e \u003ctfoot\u003e \u003ctr\u003e\u003ctd colspan=\"10\"\u003eModel fit indices: CMIN/DF\u0026thinsp;=\u0026thinsp;1.5, RMSEA\u0026thinsp;=\u0026thinsp;0.024, SRMR\u0026thinsp;=\u0026thinsp;0.198, GFI\u0026thinsp;=\u0026thinsp;0.918, NFI\u0026thinsp;=\u0026thinsp;0.943, RFI\u0026thinsp;=\u0026thinsp;0.938, IFI\u0026thinsp;=\u0026thinsp;0.98, TLI\u0026thinsp;=\u0026thinsp;0.978, CFI\u0026thinsp;=\u0026thinsp;0.918\u003c/td\u003e\u003c/tr\u003e \u003c/tfoot\u003e \u003c/table\u003e\u003c/div\u003e \u003c/p\u003e \u003c/div\u003e \u003cdiv id=\"Sec20\" class=\"Section2\"\u003e \u003ch2\u003e4.2 Discriminant Validity Analysis\u003c/h2\u003e \u003cp\u003eThis study assesses the interrelationships among constructs and the validity of the theoretical model through correlation analysis and discriminant validity testing. Discriminant validity is assessed by applying the square root of the AVE criterion as recommended by Fornell and Larcker (\u003cspan citationid=\"CR24\" class=\"CitationRef\"\u003e1981\u003c/span\u003e). As shown in Table\u0026nbsp;\u003cspan refid=\"Tab3\" class=\"InternalRef\"\u003e3\u003c/span\u003e, the square root of the AVE for each construct is significantly greater than its correlations with other variables, indicating satisfactory discriminant validity (Zhao et al., \u003cspan citationid=\"CR96\" class=\"CitationRef\"\u003e2024\u003c/span\u003e). These results support the validity and discriminant capability of the measurement instruments, ensuring that each construct captures its unique conceptual domain rather than overlapping with others (Fornell \u0026amp; Larcker, \u003cspan citationid=\"CR24\" class=\"CitationRef\"\u003e1981\u003c/span\u003e). In addition, correlation analysis and multicollinearity diagnostics are conducted to ensure the suitability of the data for SEM. The results in Table\u0026nbsp;\u003cspan refid=\"Tab3\" class=\"InternalRef\"\u003e3\u003c/span\u003e indicate that all inter-construct correlations are below 0.75, which does not exceed the threshold for severe multicollinearity (Yoo et al., \u003cspan citationid=\"CR93\" class=\"CitationRef\"\u003e2014\u003c/span\u003e). These findings rule out severe multicollinearity among variables and provide a solid foundation for subsequent path analysis and mediation testing.\u003c/p\u003e \u003cp\u003e \u003cdiv class=\"gridtable\"\u003e\u003ctable float=\"Yes\" id=\"Tab3\" border=\"1\"\u003e \u003ccaption language=\"En\"\u003e \u003cdiv class=\"CaptionNumber\"\u003eTable 3\u003c/div\u003e \u003cdiv class=\"CaptionContent\"\u003e \u003cp\u003eDiscriminant validity test results\u003c/p\u003e \u003c/div\u003e \u003c/caption\u003e \u003ccolgroup cols=\"14\"\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c1\" colnum=\"1\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c2\" colnum=\"2\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c3\" colnum=\"3\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c4\" colnum=\"4\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c5\" colnum=\"5\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c6\" colnum=\"6\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c7\" colnum=\"7\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c8\" colnum=\"8\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c9\" colnum=\"9\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c10\" colnum=\"10\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c11\" colnum=\"11\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c12\" colnum=\"12\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c13\" colnum=\"13\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c14\" colnum=\"14\"\u003e\u003c/div\u003e \u003cthead\u003e \u003ctr\u003e \u003cth align=\"left\" colname=\"c1\" morerows=\"1\" rowspan=\"2\"\u003e \u003cp\u003eFV\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c2\"\u003e \u003cp\u003eFV\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c3\"\u003e \u003cp\u003eEV\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c4\"\u003e \u003cp\u003eSV\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c5\"\u003e \u003cp\u003eGR\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c6\"\u003e \u003cp\u003eMV\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c7\"\u003e \u003cp\u003eUV\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c8\"\u003e \u003cp\u003eNV\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c9\"\u003e \u003cp\u003eAUT\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c10\"\u003e \u003cp\u003eCOM\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c11\"\u003e \u003cp\u003eRE\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c12\"\u003e \u003cp\u003eSCU\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c13\"\u003e \u003cp\u003eFW\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c14\"\u003e \u003cp\u003eWTC\u003c/p\u003e \u003c/th\u003e \u003c/tr\u003e \u003ctr\u003e \u003cth align=\"left\" colname=\"c2\"\u003e \u003cp\u003e\u003cb\u003e0.837\u003c/b\u003e\u003csup\u003e\u003cb\u003ea\u003c/b\u003e\u003c/sup\u003e\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c3\"\u003e\u0026nbsp;\u003c/th\u003e \u003cth align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/th\u003e \u003cth align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/th\u003e \u003cth align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/th\u003e \u003cth align=\"left\" colname=\"c7\"\u003e\u0026nbsp;\u003c/th\u003e \u003cth align=\"left\" colname=\"c8\"\u003e\u0026nbsp;\u003c/th\u003e \u003cth align=\"left\" colname=\"c9\"\u003e\u0026nbsp;\u003c/th\u003e \u003cth align=\"left\" colname=\"c10\"\u003e\u0026nbsp;\u003c/th\u003e \u003cth align=\"left\" colname=\"c11\"\u003e\u0026nbsp;\u003c/th\u003e \u003cth align=\"left\" colname=\"c12\"\u003e\u0026nbsp;\u003c/th\u003e \u003cth align=\"left\" colname=\"c13\"\u003e\u0026nbsp;\u003c/th\u003e \u003cth align=\"left\" colname=\"c14\"\u003e\u0026nbsp;\u003c/th\u003e \u003c/tr\u003e \u003c/thead\u003e \u003ctbody\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eEV\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003e0.618\u003csup\u003eb\u003c/sup\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e\u003cb\u003e0.816\u003c/b\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c10\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c11\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c12\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c13\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c14\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eSV\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003e.580\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e.623\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e\u003cb\u003e0.796\u003c/b\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c10\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c11\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c12\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c13\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c14\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eGR\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003e.624\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e.645\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e.639\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e\u003cb\u003e0.797\u003c/b\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c10\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c11\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c12\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c13\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c14\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eMV\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003e.614\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e.626\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e.620\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e.649\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e\u003cb\u003e0.817\u003c/b\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c10\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c11\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c12\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c13\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c14\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eUV\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003e.604\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e.655\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e.618\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e.605\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e.606\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003e\u003cb\u003e0.822\u003c/b\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c10\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c11\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c12\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c13\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c14\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eNV\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003e.590\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e.669\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e.623\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e.637\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e.670\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003e.646\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e \u003cp\u003e\u003cb\u003e0.808\u003c/b\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c10\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c11\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c12\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c13\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c14\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eAUT\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003e.625\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e.632\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e.573\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e.625\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e.628\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003e.609\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e \u003cp\u003e.633\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e \u003cp\u003e\u003cb\u003e0.807\u003c/b\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c10\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c11\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c12\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c13\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c14\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eCOM\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003e.623\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e.644\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e.654\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e.662\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e.642\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003e.626\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e \u003cp\u003e.675\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e \u003cp\u003e.679\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c10\"\u003e \u003cp\u003e\u003cb\u003e0.802\u003c/b\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c11\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c12\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c13\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c14\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eRE\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003e.578\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e.635\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e.611\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e.629\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e.615\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003e.599\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e \u003cp\u003e.624\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e \u003cp\u003e.609\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c10\"\u003e \u003cp\u003e.650\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c11\"\u003e \u003cp\u003e\u003cb\u003e0.806\u003c/b\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c12\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c13\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c14\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eSCU\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003e.562\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e.614\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e.622\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e.599\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e.611\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003e.622\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e \u003cp\u003e.653\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e \u003cp\u003e.611\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c10\"\u003e \u003cp\u003e.685\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c11\"\u003e \u003cp\u003e.657\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c12\"\u003e \u003cp\u003e\u003cb\u003e0.796\u003c/b\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c13\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c14\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eFW\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003e.569\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e.629\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e.588\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e.618\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e.597\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003e.606\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e \u003cp\u003e.647\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e \u003cp\u003e.636\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c10\"\u003e \u003cp\u003e.659\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c11\"\u003e \u003cp\u003e.640\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c12\"\u003e \u003cp\u003e.645\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c13\"\u003e \u003cp\u003e\u003cb\u003e0.796\u003c/b\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c14\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eWTC\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003e.617\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e.682\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e.638\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e.646\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e.645\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003e.647\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e \u003cp\u003e.693\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e \u003cp\u003e.689\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c10\"\u003e \u003cp\u003e.716\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c11\"\u003e \u003cp\u003e.699\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c12\"\u003e \u003cp\u003e.710\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c13\"\u003e \u003cp\u003e.708\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c14\"\u003e \u003cp\u003e\u003cb\u003e0.836\u003c/b\u003e\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003c/tbody\u003e \u003c/colgroup\u003e \u003c/table\u003e\u003c/div\u003e \u003c/p\u003e \u003cp\u003e \u003col\u003e \u003cspan\u003e \u003cli\u003e \u003cp\u003ea. The principal diagonal displays the square root values of the AVE.\u003c/p\u003e \u003c/li\u003e \u003c/span\u003e \u003cspan\u003e \u003cli\u003e \u003cp\u003eb. The inter-construct correlation coefficients are reported beneath the main diagonal.\u003c/p\u003e \u003c/li\u003e \u003c/span\u003e \u003c/ol\u003e \u003c/p\u003e \u003c/div\u003e \u003cdiv id=\"Sec21\" class=\"Section2\"\u003e \u003ch2\u003e4.3 Structural Model Analysis\u003c/h2\u003e \u003cp\u003eThis section employs second-order SEM to systematically examine the causal pathways and relationships among variables within the theoretical model. The outcomes of the model estimation are illustrated in Fig.\u0026nbsp;\u003cspan refid=\"Fig2\" class=\"InternalRef\"\u003e2\u003c/span\u003e and summarized in Table\u0026nbsp;\u003cspan refid=\"Tab4\" class=\"InternalRef\"\u003e4\u003c/span\u003e. All standardized path coefficients within the second-order SEM are less than 1, and each parameter estimate lies within the acceptable range (Zhao et al., \u003cspan citationid=\"CR96\" class=\"CitationRef\"\u003e2024\u003c/span\u003e). In addition, all model fit indices meet the recommended statistical thresholds, indicating strong explanatory power and empirical adequacy of the model (Zhao et al., \u003cspan citationid=\"CR96\" class=\"CitationRef\"\u003e2024\u003c/span\u003e).\u003c/p\u003e \u003cp\u003eThe findings from the path analysis demonstrate that perceived value exerts a statistically significant and positive influence on consumers\u0026rsquo; willingness to choose (β\u0026thinsp;=\u0026thinsp;0.310, p\u0026thinsp;\u0026lt;\u0026thinsp;0.001). This finding suggests that the stronger consumers\u0026rsquo; perceptions of the multidimensional value of phenomenal IP products or experiences, the higher their willingness to choose. Moreover, perceived value not only exerts a direct effect on willingness to choose but also demonstrates partial mediating effects through intrinsic motivation variables, including autonomy (β\u0026thinsp;=\u0026thinsp;0.104, p\u0026thinsp;\u0026lt;\u0026thinsp;0.05) and competence (β\u0026thinsp;=\u0026thinsp;0.131, p\u0026thinsp;\u0026lt;\u0026thinsp;0.001), thereby further strengthening consumers\u0026rsquo; behavioral intentions.\u003c/p\u003e \u003cp\u003eSecond, the influence of perceived value on intrinsic motivation indicates that it exerts a significant positive effect on all five core dimensions of intrinsic motivation\u0026mdash;autonomy, competence, relatedness, social curiosity, and flow experience. These path coefficients are consistently high (0.8), demonstrating the critical function of perceived value in activating consumers\u0026rsquo; psychological needs and motivational states. Notably, the effect of perceived value on competence is the strongest (b\u0026thinsp;=\u0026thinsp;0.875, p\u0026thinsp;\u0026lt;\u0026thinsp;0.001), suggesting that when evaluating phenomenal IP, consumers\u0026rsquo; value perceptions substantially enhance their sense of capability and self-efficacy, thereby further promoting engagement and choice intention.\u003c/p\u003e \u003cp\u003eThird, the influence of intrinsic motivation on choice intention indicates that all dimensions of intrinsic motivation exert significant positive effects on choice intention. Relatedness (b\u0026thinsp;=\u0026thinsp;0.142, p\u0026thinsp;\u0026lt;\u0026thinsp;0.001) and social curiosity (b\u0026thinsp;=\u0026thinsp;0.153, p\u0026thinsp;\u0026lt;\u0026thinsp;0.001) exhibit comparatively stronger effects on choice intention, highlighting the critical role of social interaction and group identification in phenomenal IP consumption. This suggests that consumers enhance their sense of relatedness through social interaction and community participation, which in turn strengthens their intention to purchase and choose. Flow experience (b\u0026thinsp;=\u0026thinsp;0.135, p\u0026thinsp;\u0026lt;\u0026thinsp;0.001) also has a significant effect on choice intention, indicating that immersive experiences and heightened concentration can stimulate sustained consumer engagement. Competence (b\u0026thinsp;=\u0026thinsp;0.131, p\u0026thinsp;\u0026lt;\u0026thinsp;0.001) further demonstrates that the sense of capability and control gained during the use of products or services can significantly influence individuals\u0026rsquo; behavioral choices.\u003c/p\u003e \u003cp\u003eTaken together, the results provide robust support for the proposed hypotheses, confirming that perceived value and intrinsic motivation significantly influence behavioral intention.\u003c/p\u003e \u003cp\u003e \u003c/p\u003e \u003cp\u003e \u003cdiv class=\"gridtable\"\u003e\u003ctable float=\"Yes\" id=\"Tab4\" border=\"1\"\u003e \u003ccaption language=\"En\"\u003e \u003cdiv class=\"CaptionNumber\"\u003eTable 4\u003c/div\u003e \u003cdiv class=\"CaptionContent\"\u003e \u003cp\u003eStructural Path Relationships of Hypothesis Testing Results\u003c/p\u003e \u003c/div\u003e \u003c/caption\u003e \u003ccolgroup cols=\"7\"\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c1\" colnum=\"1\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c2\" colnum=\"2\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c3\" colnum=\"3\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c4\" colnum=\"4\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c5\" colnum=\"5\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c6\" colnum=\"6\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c7\" colnum=\"7\"\u003e\u003c/div\u003e \u003cthead\u003e \u003ctr\u003e \u003cth align=\"left\" colname=\"c1\"\u003e \u003cp\u003eHypotheses\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c2\"\u003e \u003cp\u003eConstructs\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c3\"\u003e \u003cp\u003eStandardized\u003c/p\u003e \u003cp\u003eEstimate\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c4\"\u003e \u003cp\u003eS.E.\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c5\"\u003e \u003cp\u003eC.R.\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c6\"\u003e \u003cp\u003eP\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c7\"\u003e\u0026nbsp;\u003c/th\u003e \u003c/tr\u003e \u003c/thead\u003e \u003ctbody\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eH1\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003ePV\u0026rarr;WTC\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e0.310\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e0.148\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e2.83\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e***\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003eSupported\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eH2\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003ePV\u0026rarr;AUT\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e0.830\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e0.056\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e19.281\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e***\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003eSupported\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eH3\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003ePV\u0026rarr;COM\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e0.875\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e0.056\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e19.847\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e***\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003eSupported\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eH4\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003ePV\u0026rarr;RE\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e0.837\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e0.056\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e19.356\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e***\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003eSupported\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eH5\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003ePV\u0026rarr;SCU\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e0.836\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e0.054\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e18.802\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e***\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003eSupported\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eH6\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003ePV\u0026rarr;FW\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e0.830\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e0.056\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e19.52\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e***\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003eSupported\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eH7\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eAUT\u0026rarr;WTC\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e0.104\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e0.044\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e2.463\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e**\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003eSupported\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eH8\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eCOM\u0026rarr;WTC\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e0.131\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e0.037\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e3.796\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e***\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003eSupported\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eH9\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eRE\u0026rarr;WTC\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e0.142\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e0.047\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e3.181\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e***\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003eSupported\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eH10\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eSCU\u0026rarr;WTC\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e0.153\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e0.049\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e3.49\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e***\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003eSupported\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eH11\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eFW\u0026rarr;WTC\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e0.135\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e0.037\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e3.796\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e***\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003eSupported\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\" morerows=\"6\" rowspan=\"7\"\u003e \u003cp\u003eSecond-order constructs\u003c/p\u003e \u003cp\u003ePerceived Value (PV)\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eFV\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e0.804\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e.046\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e19.549\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e***\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003eSupported\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eEV\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e0.854\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e.057\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e19.549\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e***\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003eSupported\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eSV\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e0.817\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e.051\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e20.013\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e***\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003eSupported\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eGR\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e0.840\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e.057\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e19.184\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e***\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003eSupported\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eMV\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e0.836\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e.057\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e19.594\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e***\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003eSupported\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eUV\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e0.826\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e.058\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e19.329\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e***\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003eSupported\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eNV\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e0.858\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e.052\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e20.700\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e***\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003eSupported\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003c/tbody\u003e \u003c/colgroup\u003e \u003c/table\u003e\u003c/div\u003e \u003c/p\u003e \u003cp\u003eModel fit indices: CMIN/DF\u0026thinsp;=\u0026thinsp;1.521, RMSEA\u0026thinsp;=\u0026thinsp;0.024, SRMR=.0227, GFI\u0026thinsp;=\u0026thinsp;0.914, NFI\u0026thinsp;=\u0026thinsp;0.940, RFI\u0026thinsp;=\u0026thinsp;0.937, IFI\u0026thinsp;=\u0026thinsp;0.978, TLI\u0026thinsp;=\u0026thinsp;0.977, CFI\u0026thinsp;=\u0026thinsp;0.978.\u003c/p\u003e \u003c/div\u003e \u003cdiv id=\"Sec22\" class=\"Section2\"\u003e \u003ch2\u003e4.4 Mediation Analysis\u003c/h2\u003e \u003cp\u003eThis study employed a bootstrapping approach and SEM using AMOS 26 to systematically examine the mediating role of intrinsic motivation between perceived value and choice intention. The results indicate that competence, relatedness, social curiosity, and flow experience exhibit significant mediating effects within this mechanism, whereas autonomy shows a relatively weaker mediating effect, albeit with potential influence under specific conditions, with detailed results reported in Table\u0026nbsp;\u003cspan refid=\"Tab5\" class=\"InternalRef\"\u003e5\u003c/span\u003e. The detailed results are presented as follows:\u003c/p\u003e \u003cp\u003ePath analysis for H1-1 indicates that the indirect effect of perceived value on willingness to choose through autonomy is 0.117 (CI = [-0.027, 0.262], p\u0026thinsp;=\u0026thinsp;0.113), which is not statistically significant. This result suggests that autonomy does not play a significant mediating role in the full model. Although exploratory comparison indicates that the indirect pathway becomes stronger when the direct effect of perceived value on willingness to choose is excluded, this pattern should be interpreted cautiously and does not constitute formal support for the proposed mediation hypothesis. Therefore, the mediating role of autonomy appears limited under the current model specification.\u003c/p\u003e \u003cp\u003eThe results of H2-1 indicate that competence has a significant mediating effect (b\u0026thinsp;=\u0026thinsp;0.155, p\u0026thinsp;\u0026lt;\u0026thinsp;0.001, CI = [0.065, 0.251]). This suggests that perceived value enhances choice intention by strengthening consumers\u0026rsquo; sense of competence. Particularly in phenomenal IP experiences, functional and economic value satisfy consumers\u0026rsquo; needs for utility and capability enhancement, thereby reinforcing behavioral intention. This further highlights competence, as a core component of self-efficacy, as a key driver of consumer choice behavior.\u003c/p\u003e \u003cp\u003eThe findings for H3-1 indicate that perceived value influences choice intention indirectly via relatedness, with the mediation effect reaching statistical significance (b\u0026thinsp;=\u0026thinsp;0.161, p\u0026thinsp;\u0026lt;\u0026thinsp;0.01, CI = [0.035, 0.281]). This reflects that consumers develop a sense of group belonging through social interaction and cultural identification during phenomenal IP experiences, which in turn promotes their behavioral intentions. This indicates that phenomenal IP not only satisfies consumers\u0026rsquo; social needs but also enhances purchase intention and brand loyalty by strengthening social ties and group belonging (Kim et al., \u003cspan citationid=\"CR43\" class=\"CitationRef\"\u003e2019\u003c/span\u003e).\u003c/p\u003e \u003cp\u003eThe mediating effect in H4-1 is the most pronounced (b\u0026thinsp;=\u0026thinsp;0.173, p\u0026thinsp;\u0026lt;\u0026thinsp;0.001, CI = [0.046, 0.300]). This suggests that phenomenal IP stimulates consumers\u0026rsquo; curiosity through rich narratives, cultural dissemination, and social interaction, encouraging active exploration of IP-related content and activities, thereby enhancing engagement intention. This finding further supports the importance of social interaction in digital cultural consumption and underscores the role of perceived value in activating social motivation (Shao, \u003cspan citationid=\"CR73\" class=\"CitationRef\"\u003e2025\u003c/span\u003e).\u003c/p\u003e \u003cp\u003eH5-1 shows that flow experience has a significant mediating effect (b\u0026thinsp;=\u0026thinsp;0.151, p\u0026thinsp;\u0026lt;\u0026thinsp;0.001, CI = [0.058, 0.245]). This indicates that when consumers enter a state of flow during phenomenal IP experiences, heightened concentration and immersion significantly enhance their choice intention. This suggests that perceived value promotes purchase and usage intention by enhancing enjoyment and immersion. Flow experience not only strengthens psychological satisfaction but also increases emotional attachment and loyalty toward IP products.\u003c/p\u003e \u003cp\u003eOverall, intrinsic motivation plays a significant mediating role between perceived value and choice intention, highlighting its critical function in shaping consumers\u0026rsquo; psychological responses during phenomenal IP experiences. These findings provide empirical support for understanding how perceived value influences consumer choice intention through intrinsic motivation.\u003c/p\u003e \u003cp\u003e \u003cdiv class=\"gridtable\"\u003e\u003ctable float=\"Yes\" id=\"Tab5\" border=\"1\"\u003e \u003ccaption language=\"En\"\u003e \u003cdiv class=\"CaptionNumber\"\u003eTable 5\u003c/div\u003e \u003cdiv class=\"CaptionContent\"\u003e \u003cp\u003eResults of the Mediating Effect Analysis\u003c/p\u003e \u003c/div\u003e \u003c/caption\u003e \u003ccolgroup cols=\"7\"\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c1\" colnum=\"1\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c2\" colnum=\"2\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c3\" colnum=\"3\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c4\" colnum=\"4\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c5\" colnum=\"5\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c6\" colnum=\"6\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c7\" colnum=\"7\"\u003e\u003c/div\u003e \u003cthead\u003e \u003ctr\u003e \u003cth align=\"left\" colname=\"c1\" morerows=\"1\" rowspan=\"2\"\u003e \u003cp\u003eHypotheses\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c2\"\u003e \u003cp\u003eParameter\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c3\"\u003e \u003cp\u003eEstimate\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c4\"\u003e \u003cp\u003eLower\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c5\"\u003e \u003cp\u003eUpper\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c6\"\u003e \u003cp\u003eP\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c7\"\u003e\u0026nbsp;\u003c/th\u003e \u003c/tr\u003e \u003ctr\u003e \u003cth align=\"left\" colname=\"c2\"\u003e \u003cp\u003eDirect effect\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c3\"\u003e\u0026nbsp;\u003c/th\u003e \u003cth align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/th\u003e \u003cth align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/th\u003e \u003cth align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/th\u003e \u003cth align=\"left\" colname=\"c7\"\u003e\u0026nbsp;\u003c/th\u003e \u003c/tr\u003e \u003c/thead\u003e \u003ctbody\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eH1\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003ePV-\u0026gt;WTC\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e0.420\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e0.050\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e0.778\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e**\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003eSupported\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eIndirect effect\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eH1-1\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003ePV-\u0026gt;AUT-\u0026gt;WTC\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e0.117\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e-0.027\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e0.262\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e0.113\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003eNot Supported\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eH2-1\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003ePV-\u0026gt;COM-\u0026gt;WTC\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e0.155\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e0.065\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e0.251\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e***\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003eSupported\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eH3-1\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003ePV-\u0026gt;RE-\u0026gt;WTC\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e0.161\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e0.035\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e0.281\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e**\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003eSupported\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eH4-1\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003ePV-\u0026gt;SCU-\u0026gt;WTC\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e0.173\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e0.046\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e0.300\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e***\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003eSupported\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eH5-1\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003ePV-\u0026gt;FW-\u0026gt;WTC\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e0.151\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e0.058\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e0.245\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e***\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003eSupported\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003c/tbody\u003e \u003c/colgroup\u003e \u003c/table\u003e\u003c/div\u003e \u003c/p\u003e \u003c/div\u003e \u003cdiv id=\"Sec23\" class=\"Section2\"\u003e \u003ch2\u003e4.5 Moderation Effect Analysis\u003c/h2\u003e \u003cp\u003eIn this study, PROCESS Model 2 was applied to examine whether social curiosity and flow experience moderate the relationships between autonomy, competence, relatedness, and willingness to choose, corresponding to the paths specified in H7\u0026ndash;H9, with detailed results reported in Table\u0026nbsp;\u003cspan refid=\"Tab6\" class=\"InternalRef\"\u003e6\u003c/span\u003e.\u003c/p\u003e \u003cp\u003eTheoretically, social curiosity and flow experience are grounded in distinct motivational mechanisms: social curiosity reflects externally oriented social motivation, whereas flow experience emphasizes internally driven immersive engagement; thus, the two constructs exhibit complementary psychological functions. Social curiosity is primarily associated with external social motivation, highlighting individuals\u0026rsquo; need to acquire information and establish connections through social interaction (Fredrickson, \u003cspan citationid=\"CR26\" class=\"CitationRef\"\u003e2001\u003c/span\u003e). In contrast, flow experience is oriented toward intrinsic immersive motivation, characterized by a state of deep concentration and enjoyment (Csikszentmihalyi, \u003cspan citationid=\"CR14\" class=\"CitationRef\"\u003e1988\u003c/span\u003e). According to SDT, individual behavior is typically driven by the joint influence of multiple motivational forces (Deci \u0026amp; Ryan, \u003cspan citationid=\"CR16\" class=\"CitationRef\"\u003e2000\u003c/span\u003e). Therefore, incorporating social curiosity and flow experience as moderating variables allows for a more nuanced understanding of their differentiated roles in shaping behavioral intentions. The use of PROCESS Model 2 enables the simultaneous estimation of the moderating effects of these two variables on each focal relationship (Aiken, \u003cspan citationid=\"CR2\" class=\"CitationRef\"\u003e1991\u003c/span\u003e).\u003c/p\u003e \u003cp\u003eThe findings reveal that social curiosity plays a statistically significant negative moderating role in the link between autonomy and willingness to choose (H7) (b\u0026thinsp;=\u0026thinsp;\u0026minus;\u0026thinsp;0.0392, p\u0026thinsp;=\u0026thinsp;0.0209). This finding suggests that under conditions of high social curiosity, the positive effect of autonomy on willingness to choose is attenuated. One possible explanation is that individuals with elevated social curiosity tend to prioritize external social interactions and information-seeking needs, which may weaken the influence of autonomy-driven intrinsic motivation. The analysis of the change in R\u0026sup2; (ΔR\u0026sup2; = 0.0021, F\u0026thinsp;=\u0026thinsp;5.352, p\u0026thinsp;=\u0026thinsp;0.0209) further supports the role of social curiosity as a significant moderator, suggesting that externally oriented social motivation may attenuate the effect of autonomy-driven motivation on willingness to choose.\u003c/p\u003e \u003cp\u003eBy contrast, flow experience does not exhibit a statistically significant moderating influence on the association between autonomy and willingness to choose (H7) (b\u0026thinsp;=\u0026thinsp;0.028, p\u0026thinsp;=\u0026thinsp;0.0997). This finding suggests that, although flow experience represents a highly immersive and focused psychological state, its intrinsic motivational mechanism does not significantly moderate the relationship between autonomy and willingness to choose. One possible explanation is that flow experience may already exert a direct influence on willingness to choose through its main effect, thereby rendering its moderating effect weaker or subsumed by other psychological variables.\u003c/p\u003e \u003cp\u003eIn summary, the results indicate that social curiosity exerts a significant negative moderating effect on the relationship between autonomy and willingness to choose, whereas the moderating effect of flow experience is not significant. This finding highlights the distinct influences of external social motivation and internal immersive experience on behavioral intention pathways, offering new insights into multi-variable moderation mechanisms. Meanwhile, further analyses of the remaining paths (H8, H9) reveal that neither social curiosity nor flow experience significantly moderates the relationships between competence (H8), relatedness (H9), and willingness to choose (all p\u0026thinsp;\u0026gt;\u0026thinsp;0.05). These results suggest that, in these pathways, social curiosity and flow experience primarily function as independent or main-effect variables rather than interaction terms. Their influence may therefore be more appropriately interpreted through their direct effects on willingness to choose, as reported in the structural model, rather than as consistent moderators of all basic psychological need\u0026ndash;behavioral intention pathways.\u003c/p\u003e \u003cp\u003e \u003cdiv class=\"gridtable\"\u003e\u003ctable float=\"Yes\" id=\"Tab6\" border=\"1\"\u003e \u003ccaption language=\"En\"\u003e \u003cdiv class=\"CaptionNumber\"\u003eTable 6\u003c/div\u003e \u003cdiv class=\"CaptionContent\"\u003e \u003cp\u003eResults of the moderation analysis\u003c/p\u003e \u003c/div\u003e \u003c/caption\u003e \u003ccolgroup cols=\"9\"\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c1\" colnum=\"1\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c2\" colnum=\"2\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c3\" colnum=\"3\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c4\" colnum=\"4\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c5\" colnum=\"5\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c6\" colnum=\"6\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c7\" colnum=\"7\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c8\" colnum=\"8\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c9\" colnum=\"9\"\u003e\u003c/div\u003e \u003cthead\u003e \u003ctr\u003e \u003cth align=\"left\" colname=\"c1\"\u003e \u003cp\u003eHypotheses\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c2\"\u003e \u003cp\u003eModerator\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c3\"\u003e \u003cp\u003ePath\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c4\"\u003e \u003cp\u003eCoefficient\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c5\"\u003e \u003cp\u003eSE\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c6\"\u003e \u003cp\u003et\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c7\"\u003e \u003cp\u003eP\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c8\"\u003e \u003cp\u003eLLCI\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c9\"\u003e \u003cp\u003eULCI\u003c/p\u003e \u003c/th\u003e \u003c/tr\u003e \u003c/thead\u003e \u003ctbody\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eH7\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eSocial curiosity\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eAUT \u0026times; SCU \u0026rarr; WTC\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e-0.0392\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e0.0169\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e-2.3134\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003e0.0209\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e \u003cp\u003e-0.0724\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e \u003cp\u003e-0.0059\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eH7\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eFlow experience\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eAUT \u0026times; FW \u0026rarr; WTC\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e0.0283\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e0.0172\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e1.6479\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003e0.0997\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e \u003cp\u003e-0.0054\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e \u003cp\u003e0.0620\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eH8\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eSocial curiosity\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eCOM \u0026times; SCU \u0026rarr; WTC\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e-0.0295\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e0.0166\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e-1.7715\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003e0.0768\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e \u003cp\u003e-0.0621\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e \u003cp\u003e0.0032\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eH8\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eFlow experience\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eCOM \u0026times; FW \u0026rarr; WTC\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e0.0166\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e0.0173\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e0.9550\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003e0.3399\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e \u003cp\u003e-0.0175\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e \u003cp\u003e0.0506\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eH9\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eSocial curiosity\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eRE \u0026times; SCU \u0026rarr; WTC\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e-0.0061\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e0.0169\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e-0.3612\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003e0.7181\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e \u003cp\u003e-0.0393\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e \u003cp\u003e0.0271\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eH9\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eFlow experience\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eRE \u0026times; FW \u0026rarr; WTC\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e-0.0099\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e0.0175\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e-0.5674\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e \u003cp\u003e0.5706\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e \u003cp\u003e-0.0443\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c9\"\u003e \u003cp\u003e0.0244\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003c/tbody\u003e \u003c/colgroup\u003e \u003ctfoot\u003e \u003ctr\u003e\u003ctd colspan=\"9\"\u003eNote. Coefficients are unstandardized regression coefficients estimated using PROCESS Model 2. SE\u0026thinsp;=\u0026thinsp;standard error; LLCI\u0026thinsp;=\u0026thinsp;lower limit of the 95% confidence interval; ULCI\u0026thinsp;=\u0026thinsp;upper limit of the 95% confidence interval.\u003c/td\u003e\u003c/tr\u003e \u003c/tfoot\u003e \u003c/table\u003e\u003c/div\u003e \u003c/p\u003e \u003c/div\u003e \u003cdiv id=\"Sec24\" class=\"Section2\"\u003e \u003ch2\u003e4.6 Results Discussion\u003c/h2\u003e \u003cp\u003eThe findings demonstrate that perceived value exerts a statistically significant and positive direct influence on behavioral intention, suggesting that the multidimensional values perceived by consumers in phenomenal IP contexts\u0026mdash;such as functional, emotional, social, and narrative value\u0026mdash;effectively stimulate their purchase or choice intentions. This finding highlights the role of perceived value in consumer decision-making and supports the applicability of PVT in the context of cultural consumption (Sweeney \u0026amp; Soutar, \u003cspan citationid=\"CR82\" class=\"CitationRef\"\u003e2001\u003c/span\u003e). Meanwhile, perceived value also exerts an indirect effect through intrinsic motivation. This indicates that perceived value not only directly influences choice intention but also indirectly affects it by activating intrinsic motivational factors, including autonomy, competence, relatedness, social curiosity, and flow experience. These mediating mechanisms highlight the effectiveness of SDT in explaining the pathways linking consumer motivation and behavior (Deci \u0026amp; Ryan, \u003cspan citationid=\"CR16\" class=\"CitationRef\"\u003e2000\u003c/span\u003e). In addition, this study provides evidence for the existence of a competitive pathway effect. Specifically, when the direct path from perceived value is removed, the indirect effect of autonomy on choice intention becomes significantly stronger. This result reveals a \u0026ldquo;competitive effect\u0026rdquo; between direct and indirect pathways (Baron \u0026amp; Kenny, \u003cspan citationid=\"CR5\" class=\"CitationRef\"\u003e1986\u003c/span\u003e; MacKinnon, \u003cspan citationid=\"CR59\" class=\"CitationRef\"\u003e2012\u003c/span\u003e), whereby the direct path may obscure part of the explanatory power of the mediating variable, while its removal highlights the mediating role of autonomy. This phenomenon further supports the dynamic balance between full and partial mediation (Hayes, \u003cspan citationid=\"CR34\" class=\"CitationRef\"\u003e2017\u003c/span\u003e).\u003c/p\u003e \u003cp\u003eThis study provides an in-depth examination of how perceived value influences consumer behavior through intrinsic motivation, identifying the significant roles of competence and relatedness: functional and emotional value substantially enhance consumers\u0026rsquo; sense of competence and relatedness, thereby further promoting choice intention. This finding supports the proposition of SDT that the satisfaction of psychological needs drives behavioral motivation, indicating that consumers in cultural consumption contexts not only pursue utility and enjoyment but also value social identity and a sense of belonging (Ryan \u0026amp; Deci, \u003cspan citationid=\"CR71\" class=\"CitationRef\"\u003e2020\u003c/span\u003e). Interestingly, social curiosity weakens the positive relationship between autonomy and choice intention, revealing an unexpected negative moderating effect. This effect may depend on highly social consumption contexts, where individuals are more influenced by external social interactions than by internally driven autonomy. This finding highlights a potential tension between intrinsic motivation (autonomy) and extrinsic social motivation, suggesting that socially driven engagement may override self-determined behavioral processes. This result highlights the competitive dynamics between social and intrinsic motivations, reflecting how social curiosity reshapes consumer engagement pathways within IP fan ecosystems characterized by multiple coexisting motivations (Gerrath \u0026amp; Biraglia, \u003cspan citationid=\"CR30\" class=\"CitationRef\"\u003e2021\u003c/span\u003e). In addition, the role of flow experience appears relatively limited. Although flow experience has a significant direct effect on choice intention, consistent with prior research demonstrating the role of immersive experiences in driving consumer behavior (Erensoy et al., \u003cspan citationid=\"CR21\" class=\"CitationRef\"\u003e2024\u003c/span\u003e), its moderating effect is not pronounced. One possible explanation is that flow experience primarily operates through the direct pathway of perceived value, facilitating users\u0026rsquo; immersion in IP narratives and worlds, while failing to generate additional incremental effects within complex motivational interactions. This finding suggests that immersive design for phenomenal IP should continue to optimize experiential elements; however, future research should further investigate the moderating mechanisms of flow experience across diverse social and contextual settings.\u003c/p\u003e \u003cp\u003eThis study finds that the direct effect of autonomy on choice intention is less pronounced than that of other intrinsic motivational factors, which deviates from the general expectations of SDT. Further path elimination analysis shows that when the direct path from perceived value to choice intention is removed, the indirect effect of autonomy becomes significantly stronger, suggesting that the direct path may obscure the mediating role of autonomy (Baron \u0026amp; Kenny, \u003cspan citationid=\"CR5\" class=\"CitationRef\"\u003e1986\u003c/span\u003e). This phenomenon suggests that direct and indirect pathways may exhibit a competitive relationship within the research model, whereby the direct path may reduce the explanatory power of the indirect path (Kline, \u003cspan citationid=\"CR45\" class=\"CitationRef\"\u003e2023\u003c/span\u003e). This \u0026ldquo;path competition\u0026rdquo; phenomenon highlights that, in phenomenal IP contexts, different motivational pathways may mutually mask each other, and research models should account for both the dynamic complementarity and competitive effects among pathways. In addition, although flow experience has a significant direct effect on choice intention, its moderating effect is not statistically significant, suggesting that flow experience may be primarily influenced by the direct effect of perceived value, thereby exhibiting a weaker role at the moderating level.\u003c/p\u003e \u003c/div\u003e"},{"header":"5. Conclusion","content":"\u003cp\u003eThis study examines how phenomenal IP influences consumers\u0026rsquo; willingness to choose by integrating PVT and SDT within the SOR framework (Mehrabian \u0026amp; Russell, \u003cspan citationid=\"CR62\" class=\"CitationRef\"\u003e1974\u003c/span\u003e; Eroglu et al., \u003cspan citationid=\"CR22\" class=\"CitationRef\"\u003e2003\u003c/span\u003e). By developing and testing a second-order structural equation model, the study provides a structured account of how multidimensional perceived value relates to intrinsic motivation and subsequent behavioral responses.\u003c/p\u003e \u003cp\u003eThe findings indicate that multidimensional perceived value is positively associated with willingness to choose. Among the value dimensions, emotional, hedonic, and narrative aspects appear particularly relevant for capturing the experiential and cultural appeal of phenomenal IP. Functional value and economic value also contribute by reinforcing perceptions of reliability and cost-effectiveness.\u003c/p\u003e \u003cp\u003eIn addition, intrinsic motivations\u0026mdash;including autonomy, competence, relatedness, social curiosity, and flow experience\u0026mdash;serve as key mechanisms linking perceived value to behavioral intention. Among these, relatedness and social curiosity demonstrate comparatively stronger associations with willingness to choose, emphasizing the importance of social interaction in the consumption of phenomenal IP. Notably, social curiosity exhibits a negative moderating effect on the relationship between autonomy and willingness to choose, suggesting that externally driven social motivations may, under certain conditions, weaken the positive influence of autonomous motivation.\u003c/p\u003e \u003cp\u003eOverall, the findings suggest that consumer responses to phenomenal IP are shaped by the interaction between value perception and psychological motivation, rather than by isolated factors.\u003c/p\u003e \u003cdiv id=\"Sec26\" class=\"Section2\"\u003e \u003ch2\u003e5.1 Theoretical contribution\u003c/h2\u003e \u003cp\u003eThis study contributes to the literature in several ways.\u003c/p\u003e \u003cp\u003eFirst, it extends the application of the SOR framework in cultural consumption research by integrating multidimensional perceived value and intrinsic motivation. The findings support the role of perceived value as an external stimulus that activates internal psychological states, thereby influencing behavioral responses (Mehrabian \u0026amp; Russell, \u003cspan citationid=\"CR62\" class=\"CitationRef\"\u003e1974\u003c/span\u003e; Eroglu et al., \u003cspan citationid=\"CR22\" class=\"CitationRef\"\u003e2003\u003c/span\u003e). Second, this study refines the multidimensional structure of perceived value by incorporating seven dimensions\u0026mdash;functional value, sentimental value, social value, hedonic value, economic value, utilitarian value, and narrative value\u0026mdash;and demonstrates their differentiated effects on consumer decision-making (Chi \u0026amp; Kilduff, \u003cspan citationid=\"CR10\" class=\"CitationRef\"\u003e2011\u003c/span\u003e). Third, the study extends Self-Determination Theory (SDT) by incorporating social curiosity and flow experience into the analytical framework, thereby providing a more comprehensive understanding of intrinsic motivational processes (Ryan \u0026amp; Deci, \u003cspan citationid=\"CR71\" class=\"CitationRef\"\u003e2020\u003c/span\u003e; Sofyan et al., \u003cspan citationid=\"CR78\" class=\"CitationRef\"\u003e2024\u003c/span\u003e). Fourth, the findings highlight the interaction between intrinsic and extrinsic motivations. The negative moderating role of social curiosity suggests potential tension between externally driven social motivation and intrinsic motivation, thereby enriching the understanding of multi-motivational dynamics (Fredrickson, \u003cspan citationid=\"CR26\" class=\"CitationRef\"\u003e2001\u003c/span\u003e; MacKinnon, \u003cspan citationid=\"CR59\" class=\"CitationRef\"\u003e2012\u003c/span\u003e). Finally, the study employs a second-order SEM to examine complex relationships among constructs, providing methodological insights into modeling multidimensional variables in consumer research (MacKinnon, \u003cspan citationid=\"CR59\" class=\"CitationRef\"\u003e2012\u003c/span\u003e). In addition, the study provides insight into the potential competition between direct and indirect pathways, suggesting that model structure may influence the interpretation of mediation effects.\u003c/p\u003e \u003c/div\u003e \u003cdiv id=\"Sec27\" class=\"Section2\"\u003e \u003ch2\u003e5.2 Practical Contributions and Implications\u003c/h2\u003e \u003cp\u003eFrom a practical perspective, the findings provide several implications for firms, IP creators, and platform operators.\u003c/p\u003e \u003cp\u003eFirst, the results suggest that emotional, hedonic, and narrative value play important roles in shaping consumers\u0026rsquo; willingness to choose. Firms may therefore emphasize storytelling, emotional engagement, and immersive experience design in the development of IP-related products and services. Second, intrinsic motivations\u0026mdash;including competence, relatedness, and autonomy\u0026mdash;are important drivers of consumer engagement. Businesses can enhance user motivation and increase their sense of accomplishment and engagement by leveraging interactive design, community-building strategies, personalized services, and reward mechanisms. They can also further enhance the user's sense of accomplishment and loyalty by increasing consumer competence, supporting the development of the cultural and creative industries, and creating interactive products with rich reward formats such as points redemption systems, badge unlocking, and upgrade functions (Hamari et al., \u003cspan citationid=\"CR33\" class=\"CitationRef\"\u003e2018\u003c/span\u003e). Third, while social interaction can stimulate engagement, excessive reliance on socially driven mechanisms may weaken users\u0026rsquo; sense of autonomy. Firms should therefore balance socially oriented strategies with opportunities for independent exploration and personalized experiences (Voorveld et al., \u003cspan citationid=\"CR86\" class=\"CitationRef\"\u003e2018\u003c/span\u003e). Fourth, flow experience highlights the importance of immersive consumption environments. The use of interactive technologies, such as AR/VR and gamified systems, may further enhance user engagement and strengthen behavioral responses (Rauschnabel et al., \u003cspan citationid=\"CR70\" class=\"CitationRef\"\u003e2019\u003c/span\u003e). Finally, the findings suggest that effective IP strategies should integrate emotional value creation, social interaction, and immersive experience design, while maintaining a balance between external stimulation and internal motivation.\u003c/p\u003e \u003c/div\u003e \u003cdiv id=\"Sec28\" class=\"Section2\"\u003e \u003ch2\u003e5.3 Limitations and Future Research Directions\u003c/h2\u003e \u003cp\u003eDespite these contributions, several limitations should be noted.\u003c/p\u003e \u003cp\u003eFirst, the data are derived from a single cultural context, which may limit generalizability. Future research could conduct cross-cultural comparisons to examine contextual differences (Nam \u0026amp; Kannan, \u003cspan citationid=\"CR67\" class=\"CitationRef\"\u003e2020\u003c/span\u003e). Second, this study employs cross-sectional data, which does not capture dynamic changes in consumer behavior. Future studies could adopt longitudinal designs to explore temporal mechanisms. Third, although this study integrates PVT and SDT, other contextual factors and theoretical perspectives may also provide additional explanatory power. For instance, external environmental factors (such as market competition and sociocultural trends) and consumers\u0026rsquo; extrinsic motivations (such as price sensitivity and brand reputation) may also play significant roles (Mamuaya, \u003cspan citationid=\"CR60\" class=\"CitationRef\"\u003e2024\u003c/span\u003e). Future research could incorporate frameworks such as the Theory of Planned Behavior to further examine consumer decision-making processes (Mazurek-Łopacińska et al., \u003cspan citationid=\"CR61\" class=\"CitationRef\"\u003e2022\u003c/span\u003e). Fourth, this study focuses primarily on positive behavioral outcomes. Future research could explore potential negative effects, such as overconsumption or psychological dependency, to provide a more balanced understanding of consumer responses (Bojić, 2025). Finally, future studies may incorporate advanced analytical methods, such as machine learning or natural language processing, to improve predictive accuracy and analytical depth.\u003c/p\u003e \u003c/div\u003e"},{"header":"Declarations","content":"\u003cp\u003e\u003cstrong\u003eETHICS DECLARATIONS\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eCompeting interests:\u003c/strong\u003eThe authors declare no competing interests.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eEthical approval:\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eThis study was reviewed by the relevant institutional body and was confirmed to qualify for exemption/waiver from full ethical review. The study used an anonymous online questionnaire to collect non-sensitive behavioral and perceptual data from participants in the context of phenomenal IP consumption. It did not involve clinical intervention, biomedical procedures, biological sample collection, deception, physical risk, psychological risk beyond minimal everyday risk, or the collection of directly identifiable personal information.\u003c/p\u003e\n\u003cp\u003eThe exemption/waiver was based on the anonymous, non-interventional, and minimal-risk nature of the study, as well as the absence of directly identifiable personal information. The study was assessed in accordance with relevant institutional research ethics review procedures and applicable ethical principles for human-participant research, with reference to the Measures for Ethical Review of Science and Technology (Trial) issued by the Ministry of Science and Technology and other competent authorities of China. [1] No approval or exemption number was assigned.\u003c/p\u003e\n\u003cp\u003eAll research procedures were performed in accordance with relevant institutional guidelines and regulations and applicable ethical principles for research involving human participants. Full details of the ethical exemption/waiver have been provided to the Editorial Office in the cover letter and supporting documentation.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eInformed consent:\u003c/strong\u003eInformed consent was obtained from all participants before they completed the questionnaire. Participants were informed of the purpose of the study, the academic use of the data, the voluntary nature of participation, their right to withdraw at any time, and the confidentiality and anonymity of their responses. No directly identifiable personal information was collected, and all data were anonymized before analysis.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eData availability:\u003c/strong\u003eThe anonymized raw dataset, processed dataset, survey instrument, variable codebook, data processing notes, and analysis documentation supporting the findings of this study have been provided as supplementary files for peer review. These materials include the data used for the empirical analyses, questionnaire items, variable definitions, coding schemes, data cleaning procedures, and statistical analysis documentation. Any potentially identifying information has been removed to protect participant confidentiality.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eFunding:\u003c/strong\u003eThis research did not receive any specific grant from funding agencies in the public, commercial, or not-for-profit sectors.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eAcknowledgements:\u003c/strong\u003eThe authors have no acknowledgements to declare.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eAuthors\u003c/strong\u003e\u003cstrong\u003e’\u003c/strong\u003e\u003cstrong\u003e\u0026nbsp;contributions:\u003c/strong\u003eAuthor contribution details have been redacted from the anonymized manuscript for double-blind peer review and have been provided separately to the Editorial Office.\u003c/p\u003e\n\u003cp\u003e[1] Measures for Ethical Review of Science and Technology (Trial) [科技伦理审查办法（试行）].\u0026nbsp;\u003c/p\u003e\n\u003cp\u003eOfficial policy URL: https://www.most.gov.cn/xxgk/xinxifenlei/fdzdgknr/fgzc/gfxwj/gfxwj2023/202310/t20231008_188309.html\u003c/p\u003e"},{"header":"References","content":"\u003col\u003e\u003cli\u003e\u003cspan\u003est Century Business Herald (2024), May 29 \u003cem\u003eThe new three cultural items going global: The breakout code of Chinese IP captivating foreigners\u003c/em\u003e. 21st Century Business Herald. \u003cspan class=\"ExternalRef\"\u003e\u003cspan class=\"RefSource\"\u003ehttps://www.21jingji.com/article/20240529/909db982c1c1d86c282f3207a6ac4944.html\u003c/span\u003e\u003cspan address=\"https://www.21jingji.com/article/20240529/909db982c1c1d86c282f3207a6ac4944.html\" targettype=\"URL\" class=\"RefTarget\"\u003e\u003c/span\u003e\u003c/span\u003e (Chinese)\u003c/span\u003e\u003c/li\u003e \u003cli\u003e\u003cspan\u003eAiken LS (1991) Multiple regression: Testing and interpreting interactions. sage\u003c/span\u003e\u003c/li\u003e \u003cli\u003e\u003cspan\u003eAlexiou A, Schippers MC, Oshri I, Angelopoulos S (2022) Narrative and aesthetics as antecedents of perceived learning in serious games. Inform Technol People 35(8):142\u0026ndash;161\u003c/span\u003e\u003c/li\u003e \u003cli\u003e\u003cspan\u003eAmenuvor FE, Owusu-Antwi K, Bae SC, Shin SKS, Basilisco R (2019) Green purchase behavior: the predictive roles of consumer self-determination, perceived customer effectiveness and perceived price. Int J Sci Res Manage 7(10):1395\u0026ndash;1411\u003c/span\u003e\u003c/li\u003e \u003cli\u003e\u003cspan\u003eBaron RM, Kenny DA (1986) The moderator\u0026ndash;mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. J Personal Soc Psychol 51(6):1173\u003c/span\u003e\u003c/li\u003e \u003cli\u003e\u003cspan\u003eBojić L, Matthes J, Samala AD, Čabarkapa M (2025) The dual impact of virtual reality: examining the addictive potential and therapeutic applications of immersive media in the metaverse. Inform Communication Soc, 1\u0026ndash;33\u003c/span\u003e\u003c/li\u003e \u003cli\u003e\u003cspan\u003eBrown TA, Moore MT (2012) Confirmatory factor analysis. Handb Struct equation Model 361:379\u003c/span\u003e\u003c/li\u003e \u003cli\u003e\u003cspan\u003eCandi M, Kahn KB (2016) Functional, emotional, and social benefits of new B2B services. Ind Mark Manage 57:177\u0026ndash;184\u003c/span\u003e\u003c/li\u003e \u003cli\u003e\u003cspan\u003eCao X, Qu Z, Liu Y, Hu J (2021) How the destination short video affects the customers' attitude: The role of narrative transportation. J Retailing Consumer Serv 62:102672\u003c/span\u003e\u003c/li\u003e \u003cli\u003e\u003cspan\u003eChi T, Kilduff PP (2011) Understanding consumer perceived value of casual sportswear: An empirical study. J Retailing Consumer Serv 18(5):422\u0026ndash;429\u003c/span\u003e\u003c/li\u003e \u003cli\u003e\u003cspan\u003eChinese Social Sciences Network (2024), October 24 Interpreting the charm of Wukong from multiple perspectives. The Paper. \u003cspan class=\"ExternalRef\"\u003e\u003cspan class=\"RefSource\"\u003ehttps://m.thepaper.cn/baijiahao_29141548\u003c/span\u003e\u003cspan address=\"https://m.thepaper.cn/baijiahao_29141548\" targettype=\"URL\" class=\"RefTarget\"\u003e\u003c/span\u003e\u003c/span\u003e (Chinese)\u003c/span\u003e\u003c/li\u003e \u003cli\u003e\u003cspan\u003eChiu CM, Wang ET, Fang YH, Huang HY (2014) Understanding customers' repeat purchase intentions in B2C e-commerce: the roles of utilitarian value, hedonic value and perceived risk. Inform Syst J 24(1):85\u0026ndash;114\u003c/span\u003e\u003c/li\u003e \u003cli\u003e\u003cspan\u003eCleveland M, Laroche M (2007) Acculturaton to the global consumer culture: Scale development andresearch paradigm. J Bus Res 60(3):249\u0026ndash;259\u003c/span\u003e\u003c/li\u003e \u003cli\u003e\u003cspan\u003eCsikszentmihalyi M (1988) The flow experience and its significance for human psychology. Optimal experience: Psychol Stud flow Conscious 2:15\u0026ndash;35\u003c/span\u003e\u003c/li\u003e \u003cli\u003e\u003cspan\u003eDavidson D (2010) Cross-media communications: An introduction to the art of creating integrated media experiences. Lulu. com\u003c/span\u003e\u003c/li\u003e \u003cli\u003e\u003cspan\u003eDeci EL, Ryan RM (2000) The what and why of goal pursuits: Human needs and the self-determination of behavior. Psychol Inq 11(4):227\u0026ndash;268\u003c/span\u003e\u003c/li\u003e \u003cli\u003e\u003cspan\u003eDeci EL, Ryan RM (2013) Intrinsic motivation and self-determination in human behavior. Springer Science \u0026amp; Business Media\u003c/span\u003e\u003c/li\u003e \u003cli\u003e\u003cspan\u003eDeci EL, Ryan RM (2014) The importance of universal psychological needs for understanding motivation in the workplace. \u003cem\u003eThe Oxford handbook of work engagement, motivation, and self-determination theory\u003c/em\u003e, \u003cem\u003e13\u003c/em\u003e\u003c/span\u003e\u003c/li\u003e \u003cli\u003e\u003cspan\u003eDeng Z, Lu Y, Wei KK, Zhang J (2010) Understanding customer satisfaction and loyalty: An empirical study of mobile instant messages in China. Int J Inf Manag 30(4):289\u0026ndash;300\u003c/span\u003e\u003c/li\u003e \u003cli\u003e\u003cspan\u003eEl-Adly MI (2019) Modelling the relationship between hotel perceived value, customer satisfaction, and customer loyalty. J Retailing Consumer Serv 50:322\u0026ndash;332\u003c/span\u003e\u003c/li\u003e \u003cli\u003e\u003cspan\u003eErensoy A, Mathrani A, Schnack A, Elms J, Baghaei N (2024) Consumer behavior in immersive virtual reality retail environments: A systematic literature review using the stimuli-organisms‐responses (S‐O‐r) model. J Consumer Behav 23(6):2781\u0026ndash;2811\u003c/span\u003e\u003c/li\u003e \u003cli\u003e\u003cspan\u003eEroglu SA, Machleit KA, Davis LM (2003) Empirical testing of a model of online store atmospherics and shopper responses. Psychol Mark 20(2):139\u0026ndash;150\u003c/span\u003e\u003c/li\u003e \u003cli\u003e\u003cspan\u003eFischer E, Reuber AR (2011) Social interaction via new social media:(How) can interactions on Twitter affect effectual thinking and behavior? J Bus Ventur 26(1):1\u0026ndash;18\u003c/span\u003e\u003c/li\u003e \u003cli\u003e\u003cspan\u003eFornell C, Larcker DF (1981) Evaluating structural equation models with unobservable variables and measurement error. J Mark Res 18(1):39\u0026ndash;50\u003c/span\u003e\u003c/li\u003e \u003cli\u003e\u003cspan\u003eFraschini N, Tao Y (2023) How epistemic anxiety and curiosity link perceived value and intended efforts in the language classroom. Annu Rev Appl Linguist 43:23\u0026ndash;40\u003c/span\u003e\u003c/li\u003e \u003cli\u003e\u003cspan\u003eFredrickson BL (2001) The role of positive emotions in positive psychology: The broaden-and-build theory of positive emotions. Am Psychol 56(3):218\u003c/span\u003e\u003c/li\u003e \u003cli\u003e\u003cspan\u003eFuller CM, Simmering MJ, Atinc G, Atinc Y, Babin BJ (2016) Common methods variance detection in business research. J Bus Res 69(8):3192\u0026ndash;3198\u003c/span\u003e\u003c/li\u003e \u003cli\u003e\u003cspan\u003eGallarza MG, Gil-Saura I, Holbrook MB (2011) The value of value: Further excursions on the meaning and role of customer value. J consumer Behav 10(4):179\u0026ndash;191\u003c/span\u003e\u003c/li\u003e \u003cli\u003e\u003cspan\u003eGao W, Liu Y, Liu Z, Li J (2018) How does presence influence purchase intention in online shopping markets? An explanation based on self-determination theory. Behav Inform Technol 37(8):786\u0026ndash;799\u003c/span\u003e\u003c/li\u003e \u003cli\u003e\u003cspan\u003eGerrath MH, Biraglia A (2021) How less congruent new products drive brand engagement: The role of curiosity. J Bus Res 127:13\u0026ndash;24\u003c/span\u003e\u003c/li\u003e \u003cli\u003e\u003cspan\u003eHair JF, Anderson RE, Babin BJ, Black WC (2010) \u003cem\u003eMultivariate data analysis: A global perspective\u003c/em\u003e, Pearson\u003c/span\u003e\u003c/li\u003e \u003cli\u003e\u003cspan\u003eHair JF, Risher JJ, Sarstedt M, Ringle CM (2019) When to use and how to report the results of PLS-SEM. Eur Bus Rev 31(1):2\u0026ndash;24\u003c/span\u003e\u003c/li\u003e \u003cli\u003e\u003cspan\u003eHamari J, Hassan L, Dias A (2018) Gamification, quantified-self or social networking? Matching users\u0026rsquo; goals with motivational technology. User Model User-Adapt Interact 28(1):35\u0026ndash;74\u003c/span\u003e\u003c/li\u003e \u003cli\u003e\u003cspan\u003eHayes AF (2017) Introduction to mediation, moderation, and conditional process analysis: A regression-based approach. Guilford\u003c/span\u003e\u003c/li\u003e \u003cli\u003e\u003cspan\u003eHo HC (2024) A one-year prospective study of organizational justice and work attitudes: an extended job demands-resources model. J Managerial Psychol\u003c/span\u003e\u003c/li\u003e \u003cli\u003e\u003cspan\u003eHu Z (2022) Journey to the West: Cross-media adaptations of a Chinese classic tale. J Adaptation Film Perform 15(1\u0026ndash;2):95\u0026ndash;111\u003c/span\u003e\u003c/li\u003e \u003cli\u003e\u003cspan\u003eHuang YC, Backman SJ, Backman KF, McGuire FA, Moore D (2019) An investigation of motivation and experience in virtual learning environments: A self-determination theory. Educ Inform Technol 24:591\u0026ndash;611\u003c/span\u003e\u003c/li\u003e \u003cli\u003e\u003cspan\u003eIP Data Cloud (2024), May 29 \u003cem\u003eWhat is a phenomenal IP (What is a phenomenal blockbuster)\u003c/em\u003e. IP Data Cloud. \u003cspan class=\"ExternalRef\"\u003e\u003cspan class=\"RefSource\"\u003ehttps://cha.ip66.net/news/10867.html\u003c/span\u003e\u003cspan address=\"https://cha.ip66.net/news/10867.html\" targettype=\"URL\" class=\"RefTarget\"\u003e\u003c/span\u003e\u003c/span\u003e (Chinese)\u003c/span\u003e\u003c/li\u003e \u003cli\u003e\u003cspan\u003eIrfan M, Ahmad M (2021) Relating consumers' information and willingness to buy electric vehicles: Does personality matter? Transp Res Part D: Transp Environ 100:103049\u003c/span\u003e\u003c/li\u003e \u003cli\u003e\u003cspan\u003eJuaneda-Ayensa E, Mosquera A, Sierra Murillo Y (2016) Omnichannel customer behavior: key drivers of technology acceptance and use and their effects on purchase intention. Front Psychol 7:1117\u003c/span\u003e\u003c/li\u003e \u003cli\u003e\u003cspan\u003eKashdan TB, Stiksma MC, Disabato DJ, McKnight PE, Bekier J, Kaji J, Lazarus R (2018) The five-dimensional curiosity scale: Capturing the bandwidth of curiosity and identifying four unique subgroups of curious people. J Res Pers 73:130\u0026ndash;149\u003c/span\u003e\u003c/li\u003e \u003cli\u003e\u003cspan\u003eKim M, Thapa B (2018) Perceived value and flow experience: Application in a nature-based tourism context. J destination Mark Manage 8:373\u0026ndash;384\u003c/span\u003e\u003c/li\u003e \u003cli\u003e\u003cspan\u003eKim S, Ham S, Moon H, Chua BL, Han H (2019) Experience, brand prestige, perceived value (functional, hedonic, social, and financial), and loyalty among GROCERANT customers. Int J Hospitality Manage 77:169\u0026ndash;177\u003c/span\u003e\u003c/li\u003e \u003cli\u003e\u003cspan\u003eKimiagari S, Malafe NSA (2021) The role of cognitive and affective responses in the relationship between internal and external stimuli on online impulse buying behavior. J Retailing Consumer Serv 61:102567\u003c/span\u003e\u003c/li\u003e \u003cli\u003e\u003cspan\u003eKline RB (2023) Principles and practice of structural equation modeling. Guilford\u003c/span\u003e\u003c/li\u003e \u003cli\u003e\u003cspan\u003eKock N (2015) Common method bias in PLS-SEM: A full collinearity assessment approach. Int J E-collaboration 11(4):1\u0026ndash;10\u003c/span\u003e\u003c/li\u003e \u003cli\u003e\u003cspan\u003eKoo DM, Ju SH (2010) The interactional effects of atmospherics and perceptual curiosity on emotions and online shopping intention. Comput Hum Behav 26(3):377\u0026ndash;388\u003c/span\u003e\u003c/li\u003e \u003cli\u003e\u003cspan\u003eKoufteros X, Babbar S, Kaighobadi M (2009) A paradigm for examining second-orderfactor models employing structural equation modeling. InternationalJournal Prod Econ 120(2):633\u0026ndash;652\u003c/span\u003e\u003c/li\u003e \u003cli\u003e\u003cspan\u003eLam T, Hsu CH (2006) Predicting behavioral intention of choosing a travel destination. Tour Manag 27(4):589\u0026ndash;599\u003c/span\u003e\u003c/li\u003e \u003cli\u003e\u003cspan\u003eLee JS, Lee CK, Choi Y (2011) Examining the role of emotional and functional values in festival evaluation. J Travel Res 50(6):685\u0026ndash;696\u003c/span\u003e\u003c/li\u003e \u003cli\u003e\u003cspan\u003eLi J (2020) How a good IP creates a successful drama: Full-chain optimization from development and production to business model\u0026mdash;a case study of the phenomenal IP drama Joy of Life. Mod Audio-V, (3), 23\u0026ndash;26\u003c/span\u003e\u003c/li\u003e \u003cli\u003e\u003cspan\u003eLi J (2024) The Operation Logic of Constructing China's National Original IP to Empower the Peripheral Design of Game Brands: Based on the Case Investigation of Mihoyo. Highlights Bus Econ Manage 27:179\u0026ndash;188\u003c/span\u003e\u003c/li\u003e \u003cli\u003e\u003cspan\u003eLi, J., Pan, Q.,Peng, Y., Feng, T., Liu, S., Cai, X., \u0026hellip; Lai, W. (2020). Perceivedquality of urban wetland parks: A second-order factor structure equationmodeling. \u003cem\u003eSustainability, 12\u003c/em\u003e(17), 7204\u003c/span\u003e\u003c/li\u003e \u003cli\u003e\u003cspan\u003eLi M, Lu M, Akram U, Cheng S (2024) Understanding how customer social capital accumulation in brand communities: A gamification affordance perspective. J Retailing Consumer Serv 78:103761\u003c/span\u003e\u003c/li\u003e \u003cli\u003e\u003cspan\u003eLin PC, Huang YH (2012) The influence factors on choice behavior regarding green products based on the theory of consumption values. J Clean Prod 22(1):11\u0026ndash;18\u003c/span\u003e\u003c/li\u003e \u003cli\u003e\u003cspan\u003eLiu S (2024) Psychological sanctuary in the digital age: Immersive experience and reality escape in the game \u003cem\u003eBlack Myth: Wukong\u003c/em\u003e. Psychol Technol Appl 12(11):696\u0026ndash;704 (Chinese)\u003c/span\u003e\u003c/li\u003e \u003cli\u003e\u003cspan\u003eLu B, Yan L, Chen Z (2022) Perceived values, platform attachment and repurchase intention in on-demand service platforms: A cognition-affection-conation perspective. J Retailing Consumer Serv 67:103024\u003c/span\u003e\u003c/li\u003e \u003cli\u003e\u003cspan\u003eLu L, Chi CGQ (2018) An examination of the perceived value of organic dining. Int J Contemp Hospitality Manage 30(8):2826\u0026ndash;2844\u003c/span\u003e\u003c/li\u003e \u003cli\u003e\u003cspan\u003eMacKinnon D (2012) Introduction to statistical mediation analysis. Routledge\u003c/span\u003e\u003c/li\u003e \u003cli\u003e\u003cspan\u003eMamuaya NC (2024) Investigating the impact of product quality, price sensitivity, and brand reputation on consumer purchase intentions in the FMCG sector. Int J Bus Law Educ 5(2):1576\u0026ndash;1583\u003c/span\u003e\u003c/li\u003e \u003cli\u003e\u003cspan\u003eMazurek-Łopacińska K, Sobocińska M, Krupowicz J (2022) Purchase motives and factors shaping consumer behaviour on the ecological product market (Poland case study). Sustainability, \u003cem\u003e14\u003c/em\u003e(22)\u003c/span\u003e\u003c/li\u003e \u003cli\u003e\u003cspan\u003eMehrabian A, Russell JA (1974) An approach to environmental psychology. the MIT\u003c/span\u003e\u003c/li\u003e \u003cli\u003e\u003cspan\u003eMing J, Jianqiu Z, Bilal M, Akram U, Fan M (2021) How social presence influences impulse buying behavior in live streaming commerce? The role of SOR theory. Int J Web Inform Syst 17(4):300\u0026ndash;320\u003c/span\u003e\u003c/li\u003e \u003cli\u003e\u003cspan\u003eMing-Sung Cheng J, Shih‐Tse Wang E, Ying‐Chao Lin J, Vivek SD (2009) Why do customers utilize the internet as a retailing platform? A view from consumer perceived value. Asia Pac J Mark logistics 21(1):144\u0026ndash;160\u003c/span\u003e\u003c/li\u003e \u003cli\u003e\u003cspan\u003eMinistry of Culture and Tourism of the People's Republic of China (2015), October 29 \u003cem\u003eDepartment of Cultural Industry: Updates\u003c/em\u003e. Ministry of Culture and Tourism of the People's Republic of China. \u003cspan class=\"ExternalRef\"\u003e\u003cspan class=\"RefSource\"\u003ehttps://www.mct.gov.cn/preview/whzx/bnsj/whcys/201510/t20151029_760155.html\u003c/span\u003e\u003cspan address=\"https://www.mct.gov.cn/preview/whzx/bnsj/whcys/201510/t20151029_760155.html\" targettype=\"URL\" class=\"RefTarget\"\u003e\u003c/span\u003e\u003c/span\u003e (Chinese)\u003c/span\u003e\u003c/li\u003e \u003cli\u003e\u003cspan\u003eMohd-Any AA, Winklhofer H, Ennew C (2015) Measuring users\u0026rsquo; value experience on a travel website (e-value) what value is cocreated by the user? J Travel Res 54(4):496\u0026ndash;510\u003c/span\u003e\u003c/li\u003e \u003cli\u003e\u003cspan\u003eNam H, Kannan PK (2020) Digital environment in global markets: Cross-cultural implications for evolving customer journeys. J Int Mark 28(1):28\u0026ndash;47\u003c/span\u003e\u003c/li\u003e \u003cli\u003e\u003cspan\u003eNg PM, Cheung CT, Lit KK, Wan C, Choy ET (2024) Green consumption and sustainable development: The effects of perceived values and motivation types on green purchase intention. Bus Strategy Environ 33(2):1024\u0026ndash;1039\u003c/span\u003e\u003c/li\u003e \u003cli\u003e\u003cspan\u003ePantano E, Viassone M (2015) Engaging consumers on new integrated multichannel retail settings: Challenges for retailers. J Retailing Consumer Serv 25:106\u0026ndash;114\u003c/span\u003e\u003c/li\u003e \u003cli\u003e\u003cspan\u003eRauschnabel PA, Felix R, Hinsch C (2019) Augmented reality marketing: How mobile AR-apps can improve brands through inspiration. J Retailing Consumer Serv 49:43\u0026ndash;53\u003c/span\u003e\u003c/li\u003e \u003cli\u003e\u003cspan\u003eRyan RM, Deci EL (2020) Intrinsic and extrinsic motivation from a self-determination theory perspective: Definitions, theory, practices, and future directions. Contemp Educ Psychol 61:101860\u003c/span\u003e\u003c/li\u003e \u003cli\u003e\u003cspan\u003eShahid S, Adil M, Sadiq M, Dash G (2024) Why do consumers consume masstige products? A cross-cultural investigation through the lens of self-determination theory. J Retailing Consumer Serv 76:103607\u003c/span\u003e\u003c/li\u003e \u003cli\u003e\u003cspan\u003eShao Z (2025) Revealing consumers\u0026rsquo; hedonic buying in social media: the roles of social status recognition, perceived value, immersive engagement and gamified incentives. J Res Interact Mark 19(5):787\u0026ndash;802\u003c/span\u003e\u003c/li\u003e \u003cli\u003e\u003cspan\u003eSheldon KM, Elliot AJ, Kim Y, Kasser T (2001) What is satisfying about satisfying events? Testing 10 candidate psychological needs. J Personal Soc Psychol 80(2):325\u003c/span\u003e\u003c/li\u003e \u003cli\u003e\u003cspan\u003eSheth JN, Newman BI, Gross BL (1991) Why we buy what we buy: A theory of consumption values. J Bus Res 22(2):159\u0026ndash;170\u003c/span\u003e\u003c/li\u003e \u003cli\u003e\u003cspan\u003eSingh S, Singh N, Kalinić Z, Li\u0026eacute;bana-Cabanillas FJ (2021) Assessing determinants influencing continued use of live streaming services: An extended perceived value theory of streaming addiction. Expert Syst Appl 168:114241\u003c/span\u003e\u003c/li\u003e \u003cli\u003e\u003cspan\u003eSmyth JD, Dillman DA, Christian LM, McBride M (2009) Open-endedquestions in web surveys: Can increasing the size of answer boxes and providingextra verbal instructions improve response quality? Public OpinionQuarterly 73(2):325\u0026ndash;337\u003c/span\u003e\u003c/li\u003e \u003cli\u003e\u003cspan\u003eSofyan Y, Shang Y, Pan Y (2024) Social media knowledge seeking, diversive curiosity, and flow experience: moderated mediation of performance goal orientation. Curr Psychol 43(9):7731\u0026ndash;7744\u003c/span\u003e\u003c/li\u003e \u003cli\u003e\u003cspan\u003eSun Y, Liang C (2020) Factors determining consumers\u0026rsquo; purchase intentions towards dried fruits. Int J Fruit Sci 20(sup2):S1072\u0026ndash;S1096\u003c/span\u003e\u003c/li\u003e \u003cli\u003e\u003cspan\u003eSun Y, Ni L, Zhao Y, Shen XL, Wang N (2019) Understanding students\u0026rsquo; engagement in MOOCs: An integration of self-determination theory and theory of relationship quality. Br J Edu Technol 50(6):3156\u0026ndash;3174\u003c/span\u003e\u003c/li\u003e \u003cli\u003e\u003cspan\u003eSun Y, Shao X, Li X, Guo Y, Nie K (2019) How live streaming influences purchase intentions in social commerce: An IT affordance perspective. Electron Commer Res Appl 37:100886\u003c/span\u003e\u003c/li\u003e \u003cli\u003e\u003cspan\u003eSweeney JC, Soutar GN (2001) Consumer perceived value: The development of a multiple item scale. J Retail 77(2):203\u0026ndash;220\u003c/span\u003e\u003c/li\u003e \u003cli\u003e\u003cspan\u003eSwirsky LT, Spaniol J (2024) Moderators of curiosity and information seeking in younger and older adults. Psychol Aging\u003c/span\u003e\u003c/li\u003e \u003cli\u003e\u003cspan\u003eVan den Broeck A, De Cuyper N, Baillien E, Vanbelle E, Vanhercke D, De Witte H (2014) Perception of organization's value support and perceived employability: insights from self-determination theory. Int J Hum Resource Manage 25(13):1904\u0026ndash;1918\u003c/span\u003e\u003c/li\u003e \u003cli\u003e\u003cspan\u003eVan Laer T, Feiereisen S, Visconti LM (2019) Storytelling in the digital era: A meta-analysis of relevant moderators of the narrative transportation effect. J Bus Res 96:135\u0026ndash;146\u003c/span\u003e\u003c/li\u003e \u003cli\u003e\u003cspan\u003eVoorveld HA, Van Noort G, Muntinga DG, Bronner F (2018) Engagement with social media and social media advertising: The differentiating role of platform type. J advertising 47(1):38\u0026ndash;54\u003c/span\u003e\u003c/li\u003e \u003cli\u003e\u003cspan\u003eWang ST, Tang YC (2021) How narrative transportation in movies affects audiences\u0026rsquo; positive word-of-mouth: The mediating role of emotion. PLoS ONE, 16(11), e0259420\u003c/span\u003e\u003c/li\u003e \u003cli\u003e\u003cspan\u003eWang, T., Fan, L., Zheng, X., Wang, W., Liang, J., An, K., \u0026hellip; Lei, J. (2021). The impact of gamification-induced users' feelings on the continued use of mHealth apps: a structural equation model with the self-determination theory approach. Journal of medical Internet research, 23(8), e24546\u003c/span\u003e\u003c/li\u003e \u003cli\u003e\u003cspan\u003eWu LY, Chen KY, Chen PY, Cheng SL (2014) Perceived value, transaction cost, and repurchase-intention in online shopping: A relational exchange perspective. J Bus Res 67(1):2768\u0026ndash;2776\u003c/span\u003e\u003c/li\u003e \u003cli\u003e\u003cspan\u003eYan J, Lee BC, Yun T (2021) A study on the elements of Chinese animation IP (intellectual property) development based on the pan-entertainment industry. Int J Internet Broadcast Communication 13(1):168\u0026ndash;179\u003c/span\u003e\u003c/li\u003e \u003cli\u003e\u003cspan\u003eYang T, Yang F, Men J (2022) The impact of Danmu technological features on consumer loyalty intention toward recommendation vlogs: a perspective from social presence and immersion. Inform Technol People 35(4):1193\u0026ndash;1218\u003c/span\u003e\u003c/li\u003e \u003cli\u003e\u003cspan\u003eYaro AS, Maly F, Prazak P (2023) Outlier detection in time-series receivesignal strength observation using Z-score method with Sn scale estimator forindoor localization. Appl Sci 13(6):3900\u003c/span\u003e\u003c/li\u003e \u003cli\u003e\u003cspan\u003eYoo W, Mayberry R, Bae S, Singh K, He QP, Lillard JW Jr (2014) A study of effects of multicollinearity in the multivariable analysis. Int J Appl Sci Technol 4(5):9\u003c/span\u003e\u003c/li\u003e \u003cli\u003e\u003cspan\u003eZhang H, Luo X (2024) Exploring how IP marketing (media marketing) influences consumer shopping psychology through quantitative and empirical analysis. Front Psychol 15:1292636\u003c/span\u003e\u003c/li\u003e \u003cli\u003e\u003cspan\u003eZhang Q (2024) Harnessing Wuhan Wharf Culture for Regional Cultural IP Development and Cross-Media Communication Design: A Pathway to Enhance Wuhan\u0026rsquo;s Cultural Tourism. Open Access Libr J 11(10):1\u0026ndash;11\u003c/span\u003e\u003c/li\u003e \u003cli\u003e\u003cspan\u003eZhao J, Liu Q, Lee MK, Qi G, Liu Y (2024) Consumers\u0026rsquo;usage of errand delivery services: The effects of service quality and consumerperception. J Retailing Consumer Serv 81:104048\u003c/span\u003e\u003c/li\u003e \u003cli\u003e\u003cspan\u003eZhao S, Liu Y (2023) Revenge tourism after the lockdown: Based on the SOR framework and extended TPB model. J Travel Tourism Mark 40(5):416\u0026ndash;433\u003c/span\u003e\u003c/li\u003e \u003cli\u003e\u003cspan\u003eZhao S, Liu Y (2024) Job demands-resources on digital gig platforms and counterproductive work behavior. Front Psychol 15:1378247\u003c/span\u003e\u003c/li\u003e \u003cli\u003e\u003cspan\u003eZhen F, Mansor N (2022) Conditions for comic-animation adaptation of network literature in China: A preliminary study amongst undergraduate students. SEARCH J Media Communication Res 15(1):43\u0026ndash;58\u003c/span\u003e\u003c/li\u003e\u003c/ol\u003e"}],"fulltextSource":"","fullText":"","funders":[],"hasAdminPriorityOnWorkflow":false,"hasManuscriptDocX":true,"hasOptedInToPreprint":true,"hasPassedJournalQc":"","hasAnyPriority":false,"hideJournal":false,"highlight":"","institution":"","isAcceptedByJournal":false,"isAuthorSuppliedPdf":false,"isDeskRejected":"","isHiddenFromSearch":false,"isInQc":false,"isInWorkflow":false,"isPdf":false,"isPdfUpToDate":true,"isWithdrawnOrRetracted":false,"journal":{"display":true,"email":"[email protected]","identity":"humanities-and-social-sciences-communications","isNatureJournal":false,"hasQc":true,"allowDirectSubmit":false,"externalIdentity":"palcomms","sideBox":"Learn more about [Humanities \u0026 Social Sciences Communications](http://www.nature.com/palcomms/)","snPcode":"41599","submissionUrl":"https://submission.springernature.com/new-submission/41599/3","title":"Humanities and Social Sciences Communications","twitterHandle":"","acdcEnabled":true,"dfaEnabled":true,"editorialSystem":"stoa","reportingPortfolio":"Nature AJ","inReviewEnabled":true,"inReviewRevisionsEnabled":false},"keywords":"Phenomenal intellectual property, Extended Perceived Value Theory, Extended Self-Determination Theory, Second-order structural equation model, Stimulus-Organism-Response framework","lastPublishedDoi":"10.21203/rs.3.rs-9427101/v1","lastPublishedDoiUrl":"https://doi.org/10.21203/rs.3.rs-9427101/v1","license":{"name":"CC BY 4.0","url":"https://creativecommons.org/licenses/by/4.0/"},"manuscriptAbstract":"\u003cp\u003eIn the context of digitalization and globalization, phenomenal intellectual property (IP) has increasingly shaped contemporary consumer behavior; however, a systematic understanding of how it influences consumers\u0026rsquo; willingness to choose through underlying psychological mechanisms remains limited. Drawing on the stimulus\u0026ndash;organism\u0026ndash;response (SOR) framework, this study integrates and extends perceived value theory (PVT) and self-determination theory (SDT) and employs a second-order structural equation model (SEM) to examine the relationships among multidimensional perceived value, intrinsic motivation, and willingness to choose. The findings indicate that multidimensional perceived value enhances consumers\u0026rsquo; intrinsic motivation, thereby increasing their willingness to choose. In addition, competence, relatedness, social curiosity, and flow experience play critical mediating roles in this process. Further analysis reveals that social curiosity exerts a negative moderating effect on the relationship between autonomy and willingness to choose, highlighting the complex interplay between intrinsic motivation and socially driven motivation. By developing an integrated theoretical framework, this study advances understanding of how perceived value and intrinsic motivation jointly shape consumer decision-making and offers a novel perspective for research on consumer behavior in cultural consumption contexts.\u003c/p\u003e","manuscriptTitle":"Psychological mechanisms driving the consumption of phenomenal IP: An integrated model based on perceived value theory and self-determination theory with empirical validation","msid":"","msnumber":"","nonDraftVersions":[{"code":1,"date":"2026-05-13 12:59:04","doi":"10.21203/rs.3.rs-9427101/v1","editorialEvents":[{"type":"communityComments","content":0},{"type":"editorInvitedReview","content":"","date":"2026-05-16T10:32:29+00:00","index":"hide","fulltext":""},{"type":"reviewerAgreed","content":"183719512025139860335315073597341076846","date":"2026-05-10T09:56:16+00:00","index":"hide","fulltext":""},{"type":"reviewerAgreed","content":"313865125024190725222489943657744543235","date":"2026-05-08T16:26:11+00:00","index":"hide","fulltext":""},{"type":"reviewersInvited","content":"","date":"2026-05-05T08:21:10+00:00","index":"","fulltext":""},{"type":"editorAssigned","content":"","date":"2026-05-05T08:13:59+00:00","index":"","fulltext":""},{"type":"editorInvited","content":"","date":"2026-05-02T13:11:03+00:00","index":"","fulltext":""},{"type":"checksComplete","content":"","date":"2026-04-28T16:03:15+00:00","index":"","fulltext":""},{"type":"submitted","content":"Humanities and Social Sciences Communications","date":"2026-04-28T13:54:14+00:00","index":"","fulltext":""}],"status":"published","journal":{"display":true,"email":"[email protected]","identity":"humanities-and-social-sciences-communications","isNatureJournal":false,"hasQc":true,"allowDirectSubmit":false,"externalIdentity":"palcomms","sideBox":"Learn more about [Humanities \u0026 Social Sciences Communications](http://www.nature.com/palcomms/)","snPcode":"41599","submissionUrl":"https://submission.springernature.com/new-submission/41599/3","title":"Humanities and Social Sciences Communications","twitterHandle":"","acdcEnabled":true,"dfaEnabled":true,"editorialSystem":"stoa","reportingPortfolio":"Nature AJ","inReviewEnabled":true,"inReviewRevisionsEnabled":false}}],"origin":"","ownerIdentity":"cb8c9ecf-f0f2-4633-9869-bc4872094fce","owner":[],"postedDate":"May 13th, 2026","published":true,"recentEditorialEvents":[{"type":"editorInvitedReview","content":"","date":"2026-05-16T10:32:29+00:00","index":66,"fulltext":""},{"type":"reviewerAgreed","content":"183719512025139860335315073597341076846","date":"2026-05-10T09:56:16+00:00","index":64,"fulltext":""},{"type":"reviewerAgreed","content":"313865125024190725222489943657744543235","date":"2026-05-08T16:26:11+00:00","index":63,"fulltext":""},{"type":"reviewersInvited","content":"30","date":"2026-05-05T08:21:10+00:00","index":"","fulltext":""},{"type":"editorAssigned","content":"","date":"2026-05-05T08:13:59+00:00","index":"","fulltext":""},{"type":"editorInvited","content":"","date":"2026-05-02T13:11:03+00:00","index":"","fulltext":""}],"rejectedJournal":[],"revision":"","amendment":"","status":"under-review","subjectAreas":[{"id":67963881,"name":"Business and commerce/Business and management"},{"id":67963882,"name":"Social science/Business and management"},{"id":67963883,"name":"Business and commerce/Information systems and information technology"},{"id":67963884,"name":"Biological sciences/Psychology"},{"id":67963885,"name":"Social science/Psychology"}],"tags":[],"updatedAt":"2026-05-13T12:59:04+00:00","versionOfRecord":[],"versionCreatedAt":"2026-05-13 12:59:04","video":"","vorDoi":"","vorDoiUrl":"","workflowStages":[]},"version":"v1","identity":"rs-9427101","journalConfig":"researchsquare"},"__N_SSP":true},"page":"/article/[identity]/[[...version]]","query":{"redirect":"/article/rs-9427101","identity":"rs-9427101","version":["v1"]},"buildId":"XKTyCvWXoU3ODBz1xrDgd","isFallback":false,"isExperimentalCompile":false,"dynamicIds":[84888],"gssp":true,"scriptLoader":[]}