| Summary: | 碩士 === 銘傳大學 === 傳播管理研究所碩士班 === 98 === 「MOE」is the mainstream culture of Japan Animation, Comics and Games（ACG）. The Moe characters are used in TV, computers, games, and the comic industry for sale, such like figures, food toys, DVDs and other related merchandise, and become a normal sales mode . While the ACG market is for a small number of consumers includes comics, games, animation, music CDs, related merchandise, and doujinshi and cosplay, the economic benefits are still higher than other markets. This study constructs different types of animation consumer groups by lifestyle research. According to these categories, to understand the consumer behavior of those groups, and be a reference for setting the target market segments. To analyze the consumption patterns in Taiwan, and to understand this market.
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