御宅族與一般消費者於電子媒體之訊息溝通效果研究
璧如 蔡, 苑仙 莊, 之盈 黃
Abstract
「日本御宅市場研究」(2006)發現御宅族對新商品的接受度高，也有強大的消費意願與消費能力。部份企業認為可將御宅族做為一個前測市場，觀察御宅族所創造出的新消費方式及新商品附加價值，再向一般消費者推出改良的新商品。
為了確認其可行性，本研究的研究目的有二。首先是確認在台灣是否有與日本御宅族類似的族群存在。第二個研究目的則是確認這樣的族群與一般消費者在不同電子媒介的溝通效果是否有所不同。本研究引用日本御宅族的定義，依該族群的人格特質將台灣的消費者區分成具高度御宅族特性的族群及御宅程度低的一般消費者，並依據訊息來源的分類法則以行銷、非行銷及大眾媒體、人際溝通等變數組合構成四個象限，選出網路上的企業網站（行銷．大眾媒體）、官方論壇（行銷．人際溝通）、網路新聞（非行銷．大眾媒體）、論壇（非行銷．人際溝通）等四種不同的電子媒體，來觀測御宅族與一般消費者在這四種電子媒體上的認知、情感以及行為上的溝通效果是否有所不同。
研究結果顯示台灣地區具有高度御宅族特性的族群與一般消費者在企業網站與論壇上的溝通效果有顯著差異，亦即台灣確有如日本御宅族類似的族群存在，且此族群在論壇的溝通效果明顯優於一般消費者，而對企業網站的評價則明顯低於一般消費者。
Japanese Otaku Market Research (2006) found Otaku is more willing to accept new products and has more desire to purchase and ability to consume, thus there is enormous growth potential in the Otaku market. Some businesses consider Otaku as a test market, observe new pattern of consumption and survey value-added product, and then innovate new products for general consumer.
In response to the above-mentioned, there are two objectives of this research. The first goal is to identify if Taiwan can segment such target audience as Japanese Otaku. The second goal is to distinguish whether such target audience has different of communication effect from that of general consumer in different electronic media.
To classify information resources, there are such categories as marketing, non-marketing, mass media, and interpersonal communication to combine four quadrants, including official web site (marketing and mass media), official forum (marketing and interpersonal communication), e-news (non-marketing and mass media), and online BBS/Bulletin Board System (non-marketing and interpersonal communication), which can help observe how Otaku differ from general consumer in cognition and emotional and behavior communication effect.
The result of the study shows official web site and online BBS have significance difference in communication effect between Otaku and general consumer.
為了確認其可行性，本研究的研究目的有二。首先是確認在台灣是否有與日本御宅族類似的族群存在。第二個研究目的則是確認這樣的族群與一般消費者在不同電子媒介的溝通效果是否有所不同。本研究引用日本御宅族的定義，依該族群的人格特質將台灣的消費者區分成具高度御宅族特性的族群及御宅程度低的一般消費者，並依據訊息來源的分類法則以行銷、非行銷及大眾媒體、人際溝通等變數組合構成四個象限，選出網路上的企業網站（行銷．大眾媒體）、官方論壇（行銷．人際溝通）、網路新聞（非行銷．大眾媒體）、論壇（非行銷．人際溝通）等四種不同的電子媒體，來觀測御宅族與一般消費者在這四種電子媒體上的認知、情感以及行為上的溝通效果是否有所不同。
研究結果顯示台灣地區具有高度御宅族特性的族群與一般消費者在企業網站與論壇上的溝通效果有顯著差異，亦即台灣確有如日本御宅族類似的族群存在，且此族群在論壇的溝通效果明顯優於一般消費者，而對企業網站的評價則明顯低於一般消費者。
Japanese Otaku Market Research (2006) found Otaku is more willing to accept new products and has more desire to purchase and ability to consume, thus there is enormous growth potential in the Otaku market. Some businesses consider Otaku as a test market, observe new pattern of consumption and survey value-added product, and then innovate new products for general consumer.
In response to the above-mentioned, there are two objectives of this research. The first goal is to identify if Taiwan can segment such target audience as Japanese Otaku. The second goal is to distinguish whether such target audience has different of communication effect from that of general consumer in different electronic media.
To classify information resources, there are such categories as marketing, non-marketing, mass media, and interpersonal communication to combine four quadrants, including official web site (marketing and mass media), official forum (marketing and interpersonal communication), e-news (non-marketing and mass media), and online BBS/Bulletin Board System (non-marketing and interpersonal communication), which can help observe how Otaku differ from general consumer in cognition and emotional and behavior communication effect.
The result of the study shows official web site and online BBS have significance difference in communication effect between Otaku and general consumer.