An Exploratory Study of the Otaku Adolescent Consumer
Article first published online: 11 SEP 2012
© 2012 Wiley Periodicals, Inc.
Psychology & Marketing
Volume 29, Issue 10, pages 712–725, October 2012
How to Cite
Niu, H.-J., Chiang, Y.-S. and Tsai, H.-T. (2012), An Exploratory Study of the Otaku Adolescent Consumer. Psychol. Mark., 29: 712–725. doi: 10.1002/mar.20558
- Issue published online: 11 SEP 2012
- Article first published online: 11 SEP 2012
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.