- 期刊
- OpenAccess
區域性御宅族市場類型與特徵之實證分析
An Empirical Analysis on Market Types and Characteristics of the Regional Otaku
摘要
有鑒於台灣社會對御宅族的認知不足，台灣御宅族市場卻日顯重要之際，本研究透過文獻的探討，瞭解御宅族市場的起源與內涵，另藉由因素分析及單因子變異數分析，將現階段台灣區域性御宅族市場的不同類型，以及各類型御宅族的特徵呈現出來。結果顯示，主成分因素聚類，共將御宅族區分為五種不同類型；透過變異數分析，進一步顯現各類型御宅族之具體特徵。樣本推論結果與一般所認知的御宅族印象，似乎有莫大的差異，整體而言，較傾向於普羅大眾的「社會型」御宅族，具有宅指數得分、投入時間與消費支出都不極端等特質。研究結果有助於企業經營者清楚掌握市場的消費行為與特徵，從中找尋市場利基，以作為區隔市場及擬定行銷策略的重要依據。
並列摘要
General speaking, Taiwan society is still lack of the recognition of OTAKU market. As the OTAKU market becomes increasingly important, this study intends to explore the origin and connotation of OTAKU market through factor analysis and one-way ANOVA to understand the different types of regional OTAKU market in Taiwan as well as the characteristics of each types. The result showed that the principal component factor clustered and divided OTAKU into five different types: through the ANOVA further revealed various types of the specific features of OTAKU. As the result of the sample shows that there is a great difference in the whole with the general recognition of OTAKU. Overall, the general public's social impressions of OTAKU possess the extremes traits such as house index score, an investment of time and consumer's expenditure. The findings will help the entrepreneurs to have a clear understanding of consumers' behavior and the characteristics of the market so as to seek a Market Niche as the important basis of developing the market segmentation and strategy.