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Factors Influencing the Intentions of Young People to Develop Image with Intellectual Property in Residence: A Case Study of Green City Development
Sean Te-Hsun Lin1, Xin Li1, Sandy Yu-Rung Yang2, Wanting Qiu1 and Wei-Ling Hsu3*
1School of Economics and Management, Jiaying University, Meizhou 514015, China; 202107003@jyu.edu.cn (S.T.-H.L)
2School of Foreign languages and literature, Jiaying University, Meizhou 514015, China
3School of Civil Engineering, Jiaying University, Meizhou 514015, China
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Abstract:
In China, green industries have been developed under an important policy for promoting economic restructuring. Various regions have successively developed green cities. This study was conducted to develop a green marketing model to introduce an intellectual property (IP) of the image into green and sustainable development. A literature review result revealed that the behavioral intentions (BI) of popular groups and grasping the needs of core consumer groups were essential. The unified theory of acceptance and use of technology (UTAUT) and the model of comprehensive encouragement were combined to formulate a new model for examining young people’s willingness to use urban images with IP. The new model was then used to design a questionnaire, collect data, test research hypotheses, and the effects of relevant factors on the perceptions of urban IP image by young people was explored. The findings presented that (1) intrinsic reward (IR) and extrinsic reward (ER) positively and significantly affected the BI of young people and (2) BI played a mediating role between IR/ER and behavior (B). Recommendations were proposed regarding the direction of the development of urban IP images for green cities.
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Keywords: Unified theory of acceptance and use of technology (UTAUT); Model of comprehensive encouragement; Urban IP image; Green city
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Received:October 29, 2023; Revised:November 29, 2023; Accepted:December 20, 2023; Published:December 30, 2023
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*Corresponding author; e-mail: 202107013@jyu.edu.cn
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Citation:Te-Hsun, S., & Li, X., & Yu-Rung, S., & Qiu, W., & Hsu, W.L.(2023). Factors Influencing the Intentions of Young People to Develop Image with Intellectual Property in Residence: A Case Study of Green City Development. Innovation on Design and Culture, 2(4), 10-18. https://doi.org/10.35745/idc2023v02.04.0002
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Copyright: ©
2023
The Author(s). Published with license by IIKII, Singapore. This is an Open Access article distributed under the terms of the Creative Commons Attribution License (CC BY), which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.
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