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An Exploratory Study of the Otaku Adolescent Consumer
Author(s) -
Niu HanJen,
Chiang YungSung,
Tsai HsienTang
Publication year - 2012
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.20558
Subject(s) - psychology , purchasing , confirmatory factor analysis , novelty , exploratory factor analysis , advertising , anime , focus group , structural equation modeling , trait , social psychology , marketing , developmental psychology , computer science , psychometrics , business , machine learning , artificial intelligence , programming language
High accessibility to Internet technology and popularization of focus media has given rise to various emerging subcultures among the younger generation who constantly seek novelty. The otaku is such an adolescent subculture of avid collectors who have a special lifestyle and who are obsessed with anime products. This study explores this specific adolescent segment's traits and purchasing behavior patterns. A focus‐group interview was conducted with some adolescent otaku to allow them to express their opinions and purchasing behaviors. Then, a questionnaire was developed based on the interview's findings, and data from a survey of 105 respondents were collected. Exploratory factor analysis was applied to extract the otaku's trait factors, while confirmatory factor analysis and structural equation modeling were used for the verification of the scale and structural model, respectively. The results show that the adolescent otaku present an obsessive preference for visual perception. The main factor influencing the otaku's purchasing intentions in terms of animation, comics, and games (ACG) is their strong interest in and participation willingness toward ACG. Strategic marketing directions applied to this adolescent group should emphasize information visualization to entice their buying behavior.