Abstract
With the improvement of China’s living standards and the development of digital economy, consumers are not only pursuing simple material consumption, but also need to obtain psychological and spiritual needs of consumption. The marketing promotion model of co-branded cooperation between enterprises and IP has gradually developed and expanded while meeting the needs of consumers and has become a new way of win-win cooperation between enterprises. This paper aims to explore the connection between client buying intentions and their perception of the value of IP co-branded items. This paper collects sample data through network questionnaire survey and utilizes the statistical tool SPSS to verify and validate the info. The findings showcase that IP co-branded items boost client buying decision indirectly through how they view worth. Moreover, co-branded IP goods enhance client impressions of worth, which in turn boosts buyer intentions. Theoretically, this article presents the content of the research for elements changing consumer opinions regarding worth and plans to shop and provides reference value and enlightenment for enterprises in business cooperation.