An Exploratory Study of the Otaku Adolescent Consumer
學年 101
學期 1
出版（發表）日期 2012-10-01
作品名稱 An Exploratory Study of the Otaku Adolescent Consumer
作品名稱（其他語言）
著者 Niu, Han-jen; Chiang, Yung-sung; Tsai, Hsien-tang
單位 淡江大學管理科學學系
出版者 Hoboken: John Wiley & Sons, Inc.
著錄名稱、卷期、頁數 Psychology and Marketing 29(10), pp.712-725
摘要 High accessibility to Internet technology and popularization of focus media has given rise to various emerging subcultures among the younger generation who constantly seek novelty. The otaku is such an adolescent subculture of avid collectors who have a special lifestyle and who are obsessed with anime products. This study explores this specific adolescent segment's traits and purchasing behavior patterns. A focus-group interview was conducted with some adolescent otaku to allow them to express their opinions and purchasing behaviors. Then, a questionnaire was developed based on the interview's findings, and data from a survey of 105 respondents were collected. Exploratory factor analysis was applied to extract the otaku's trait factors, while confirmatory factor analysis and structural equation modeling were used for the verification of the scale and structural model, respectively. The results show that the adolescent otaku present an obsessive preference for visual perception. The main factor influencing the otaku's purchasing intentions in terms of animation, comics, and games (ACG) is their strong interest in and participation willingness toward ACG. Strategic marketing directions applied to this adolescent group should emphasize information visualization to entice their buying behavior.
關鍵字 exploratory buying behavior; adolescent; subculture; Otaku; ACG
語言 en
ISSN 1520-6793
期刊性質 國外
收錄於 SSCI
產學合作
通訊作者 Tsai, Hsien-tang
審稿制度 是
國別 USA
公開徵稿
出版型式 紙本 電子版
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