A Comparative Analysis of Information Communication Effect between Otaku and Mass-Consumer

• Main Authors: Chih-Ying Huang, 黃之盈
• Other Authors: Yuan-hsien Chuang
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/73900291100856899185

碩士 === 義守大學 === 管理研究所碩士班 === 96 === A Japanese Market Research about Otaku(2006) found that the consumption characteristic of the Otaku is quite different from that of general consumer. Otaku is more willing to accept new products and have a greater desire to purchase and a greater ability to consume. Thus there is an enormous growth potential for in the Otaku market. Some businesses consider Otaku as a pre-test market, where they could observe new patterns of consumption and survey value-added products, and then innovate new products for the mass-consumer. As Otaku is regarded as a pre-test market, the following questions should be taken into account: How can the Otaku market effect be expanded to influence the mass-consumer? Is the information about the Otaku market similar as that of mass-consumers? Are there different media to target Otaku and mass-consumer? Is there any potential business opportunity targeting the Otaku target market which be developed in Taiwan? In response to the above-mentioned, there are two objectives of this research. The first one is to identify if Taiwan has a similar segment such as a group as the Japanese Otaku. The second one is to distinguish whether such as target consumer has a different way of information communication from that of the mass-consumer. According to the definition of Otaku, this research differentiates between the consumers with high Otaku attribute and consumers without Otaku attribute, and furthermore, to classify information resources, there are categories such as marketing, non-marketing, mass media, and interpersonal communication to combine four quadrants, including corporate website (marketing and mass media), corporate forums (marketing and interpersonal communication), online news (non-marketing and mass media), and online forums (non-marketing and interpersonal communication), which can help observe how Otaku differ from mass-consumers with respect of communication effects regarding cognition, affectivity and conation. As the experimental design, the questionnaire of this study has been distributed to college students as target audience with 90 copies of each medium, in overall 360 copies for four media. The result of the study shows that corporate and website online forums has significance difference of the communication effect between the Otaku and the mass-consumer. According to the result, it is suggested that businesses regarding Otaku as a pre-test market should pay much attention to the influence of online forums upon the communication of decision making, and also consider such question as how Otaku market effects can be expanded to influence mass-consumers.