北部大學動漫社團近用日本動漫之消費行為研究

A Consumer Behavior Study of Northern University Animation and Comics Club Member's Access to Japanese Anime and Manga

郭力瑋

指導教授 ： 劉立行

國立臺灣師範大學/科技學院/圖文傳播學系/碩士(2013年)

摘要

日本動漫是現今許多人兒時的共同回憶。近年來許多動漫相關活動的定期舉辦，如台北國際書展、漫畫博覧會、台灣同人誌販售會等等，以及國家圖書館成立漫畫屋支持漫畫研究等相關議題，可以注意到動漫逐漸受到重視，並且出現許多相關的研究。本研究以接收分析、迷群、符號消費等理論概念出發，採用深度訪談法，訪談對象為北部動漫社團成員，希望了解，他們觀賞動漫作品時採用何種解讀策略，其觀賞、消費動漫的過程中產生什麼樣的迷群意義。
　　研究發現，動漫社團成員的確具有許多迷的特性，他們有其一套價值觀，不會直接接受他人對於動漫作品的推薦，而是以協商式立場接受訊息，以自己的喜好決定是否觀賞。他們會主動搜尋動漫作品的資訊，使用動漫作品時，除了單純的愉悅感之外，甚至會去參考及學習角色的處事態度。但也有成員指出虛構與現實的差異，反映了協商式的解讀策略。而對於日本文化要素的部份，社團成員以抗拒解讀的方式指出了動漫作品無法反映真實的日本社會。
　　在消費方面，動漫社團成員重視的是作品本身劇情的表現，劇情本身的好壞會明顯地影響他們消費的欲望，而在購買時會以實用性作為考量。購買的過程中，會將對作品或是角色的喜愛轉化為單純地愉悅，購買及使用這些動漫商品表現出他們對作品的認同之外，更變成一種定期的購買習慣。
　　日本動漫具有多樣化的題材，加上近年來網路的普及，對動漫社團成員而言，是一個輕易取得又能在短時間紓壓的管道。他們會樂於將時間花費在動漫上，並在社團中尋找同好討論劇情。台灣要如何創造出有特色的動漫作品，吸引這些逐漸增加的動漫迷群，仍然需要多多參考其它國家的成功要素。

關鍵字

迷 ； 接收分析 ； 符號消費 ； 動漫社團 ； 近用 ； 日本動漫

並列摘要

Japanese anime and manga shared in common memory with many people’s childhood. In recent years, there are more and more anime and manga related activities held regularly, like Taipei International Book Exhibition, Comic　Exhibition, and Comic World in Taiwan, etc, as well as some related issues, like National Central Library establish Manga House, etc, we can notice anime gradually being attention, and appear many related researches. This study based on Reception Analysis, Fan, Symbolic Consumption, and use In-depth interview, this study’s object of interview are northen university animation and comics club members. This study aims to know which interpretation strategies they use when they view anime creations, and what kinds of fan meanings they produced in viewing and consuming progress.
　　It is found that animation and comics club members certainly have many fan characteristics, and their personal values, they will not receive other’s recommendations about anime, they use negotiated position to receive information, they use their preference to make decisions. They will took initiative in finding information of anime and manga creations, when they use anime and manga creations, not only feel the simple cheer but also take reference from anime character’s personality and behavior. But there are some members point out the difference between fiction and reality, they use negotiated interpretation strategies. As regard as japan’s culture essentials, they use oppositional code to interpretation and point out anime creations are created fiction and can not reflect real japan society.
　　In consumption factor, they pay much attention to creation’s story performance, story’s quality will influence their desire to consume, and they consume anime products for practical reasons. In their consuming progress, they will convert their love of anime creations or characters into simple cheer. And when they buy and use this anime productions, they not only show their identification but also become their regular consume habit.
　　Japan anime and manga let animation and comics club members a easily acquirable channel to smooth their stress due to the variety theme of japan anime and penetration of web usage. They glad to spend time on anime and manga, and discuss anime story with people who have same habits in club. We still need to learn more success experience from other countries about How to create distinctive anime works to attract this increasingly anime and manga fans.

並列關鍵字

Fan ； Reception Analysis ； Symbolic Consumption ； Animation and Comic’s Club ； Access ； Japanese Anime and Manga

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