消費者對閱讀漫畫偏好之研究

每個人在童年時期，一定曾經在書本、電視或網路上接觸到動畫、漫畫、遊戲，它就像不可或缺且親密的朋友一樣。而日本動漫更是風靡全世界，其魅力不只吸引了兒童和青少年，連許多成年人也為之瘋狂。儼然成了社會上受各年齡階層喜愛的熱門產物，吸引著各年齡層的粉絲觀看，甚至還出現了許多因動漫而產生的次文化。因此，其中隱藏的巨大商機是絕對不容小覷的。由於科技的日新月異，比起以前增加許多觀看漫畫的管道，在現代即便是手機也能夠輕鬆便利的閱讀，隨著網際網路的發達、閱讀的方便性，只會越來越多各國漫畫引進以及主要消費年齡層從過去認定的兒童、青少年提升至青壯年族群。本研究採用文獻分析法整理得知閱讀漫畫的因素，針對閱讀漫畫的偏好，採用問卷調查法做進一步的分析，找出閱讀漫畫偏好之關鍵因素，藉以推測消費者閱讀漫畫偏好之架構。研究結果發現：「漫畫感官設計」作為消費者偏好程度較高的閱讀漫畫因素，「漫畫家」偏好程度為次之，「漫畫產地」偏好程度為第三，「漫畫主題」偏好程度最低。

關鍵字

漫畫；偏好；消費者

並列摘要

During childhood, everyone must have come across animation, comics, and games in books, television, or on the Internet. They are just like our dearest friends that are indispensable in our life. Japanese anime is popular all over the world; not only does it attract children and teenagers, but also many adults are crazy about it. Once considered by some people to be a mere child's play, animated manga has become a popular product for all ages. Just like American manga adapted into movies have attracted fans of all ages, there are even many subcultures arising from anime and manga, such as the Jounin and Otaku. Therefore, the huge business opportunities hidden therein are absolutely not to be underestimated. With the development of the Internet and the convenience of reading, more and more manga from different countries will be introduced; and the main consumer age group will be raised from children and teenagers in the past to the young and middle-aged group. This study used literature analysis to compile the factors of reading comics, and further analyzed the preference for reading comics using questionnaires to find out the key factors of reading comics in order to predict the structure of consumers' preference for reading comics. The results of the study revealed that ＂sensory design of comics＂ was the factor with higher preference, ＂comic artist＂ was the second, ＂comic place＂ was the third, and ＂comic theme＂ was the lowest.