Dongmyung University Student Presents Study on Convenience Store PB Consumption Among 20s Through Character Collaboration

Seo-Young Lee from the Department of Advertising and Public Relations Achieves Success in Curriculum and Extracurricular Integrated Program

Lee Seoyoung, a senior majoring in Advertising and Public Relations at Tongmyong University, published a paper titled "The Influence of Crayon Shinchan Content Usage, Character Attributes, and Socio-Psychological Variables on the Purchase Intention of Character Collaboration Convenience Store PB Products" in the 32nd issue of the Korea Research Foundation-listed journal 'Visual Culture Contents Studies'.

Lee Seoyoung identified the causes behind the purchasing behavior of people in their twenties regarding character collaboration convenience store PB products by utilizing variables such as viewing the theatrical and TV animation Crayon Shinchan, character attributes, and perception of collaboration convenience store PB products.

The paper reveals the reasons for the preference of people in their twenties for convenience stores, animation characters, and character collaboration convenience store products, and provides marketing suggestions for the growth of related industries.

This research was conducted as part of the "20s Anything Research Lab" project in the "Media and Audience Strategy" major course in the Department of Advertising and Public Relations at Tongmyong University during the second semester of 2023.

Through the project, students planned and analyzed research on topics they were personally interested in. Afterwards, students who wished to write a paper during the vacation period further developed their assignments into academic papers through an extracurricular program (supervising professors: Lee Jeonggi, Hwang Woonyeom).

Lee Seoyoung, who herself often enjoys convenience store character collaboration products as someone in her early twenties, said, "It was meaningful to analyze consumer behavior using keywords such as popular convenience stores, Crayon Shinchan characters, and convenience store character product consumption among people in their twenties."

This paper is the second achievement of the "20s Anything Research Lab" project. Kim Hana, then a junior in the Department of Advertising and Public Relations at Tongmyong University, previously published an academic paper in February 2023 titled "A Study on the Determinants of Continuous Boycott of SPC Group by University Students in Their Twenties."