This paper uses Labubu, a popular intellectual property (IP) character under Pop Mart, as a case study to explore the impact of the IP economy on consumer behavior. The research finds that the IP economy significantly influences consumer behavior in two primary dimensions: consumers psychological mechanisms and the reshaping of consumption patterns. On the psychological level, four key factors emergeemotional resonance and value identification, scarcity and uniqueness, social recognition and conformity, and brand effectwhich collectively drive emotional engagement, perceived value, and brand loyalty. On the behavioral level, the IP economy encourages more diversified purchasing decisions and broader consumption patterns, transforming the traditional consumption model into a more interactive, emotionally charged, and community-driven process. These dynamics not only stimulate frequent consumption but also contribute to product premiumization and the formation of fan-based economic loops. This study holds practical significance for IP operators, marketers, and brand strategists seeking to leverage emotional value, community culture, and multi-touchpoint engagement to build sustainable brand ecosystems in the age of consumer co-creation.
Huan‐Ming Huang (Wed,) studied this question.