The global character market is expanding worldwide. Many character brands are being newly launched in a number of countries, reflecting character features that appeal more to the target market. Uzbekistan is one of the countries showing rapid economic growth, and it is in the early stage of accepting diverse character brands and goods. This study aims to explore the determinants of the purchase intention of character goods among Uzbekistan consumers. Specifically, it investigates the effect of character features (i.e., dynamism, familiarity, similarity, and attractiveness) on ‘attitudes toward characters’ and ‘the fit of characters to goods’. Further, it examines the impact of ‘attitudes toward characters’ and ‘the fit of characters to goods’ on the purchase intention of character goods. A total of 250 Uzbek consumers aged 18 and older participated in the online experimental survey with stimuli (i.e., images of characters). The results revealed that the familiarity and attractiveness of characters positively influenced ‘attitudes toward characters’, while their dynamism did not. Moreover, the similarity of characters negatively influenced ‘attitudes toward characters’ and ‘the fit of characters to goods’. In addition, familiarity, attractiveness, and dynamism positively influenced ‘the fit of characters to goods’. Both ‘attitudes toward characters’ and ‘the fit of characters to goods’ positively affected the purchase intention of character goods. In conclusion, to effectively target the Uzbekistan market, character goods should emphasize familiarity and attractiveness, with careful consideration of dynamism and similarity to address cultural and religious differences across countries.

Abstract
I.􀀃 Introduction
Ⅱ.􀀃 Review􀀃 of􀀃 Literature
    1.􀀎 Current􀀎 status􀀎 of􀀎 character􀀎 business
    2.􀀎 Character􀀎 market􀀎 in􀀎 Uzbekistan
    3.􀀎 Prior􀀎 research􀀎 related􀀎 to􀀎 character􀀎 goods
Ⅲ.􀀃 Research􀀃 Method
    1.􀀎 Research􀀎 model
    2.􀀎 Research􀀎 Problem􀀎 and􀀎 Hypothesis
    3.􀀎 Stimuli􀀎 development􀀎 and􀀎 pretest
    4.􀀎 Data􀀎 collection􀀎 and􀀎 analysis
Ⅳ.􀀃 Results
    1.􀀎 Characteristics􀀎 of􀀎 respondents
    2.􀀎 Exploratory􀀎 factor􀀎 analysis
    3.􀀎 Regression􀀎 analysis
    4.􀀎 Hypothesis􀀎 test􀀎 results
Ⅴ.􀀃 Conclusion
References

• Khamidova Farangisbonu(Master, Dept. of Fashion Business, Keimyung University, Korea)
• Eunah Yoh(Professor, Dept. of Fashion Marketing, Keimyung University, Korea) Corresponding author