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研究生(外文):Hu, Hsiu-yu
論文名稱:A Study on Anime, Comic and Game (ACG) Consumer Behaviors as a Result of the Change in Lifestyles since the COVID-19 Pandemic
論文名稱(外文):A Study on Anime, Comic and Game (ACG) Consumer Behaviors as a Result of the Change in Lifestyles since the COVID-19 Pandemic
指導教授(外文):Wen, Miin-Jye
外文關鍵詞:AnimeComicGamingStimulus-organism-responseCognitive emotion theoryCOVID-19PandemicIntentionPurchasing behaviorConsumer behavior
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自COVID-19流行於世界以來,社交限制(例如居家隔離、國界封鎖)不只限制人類的天性──社交能力,消費者的習慣也因此而有所改變。在有了足夠的生活必需品後,消費者逐漸關注起娛樂性產品。而在這其中,漫、漫畫和遊戲(簡稱:ACG)在這兩年中的全球消費額明顯增加。本論文旨在更好地了解消費者的 ACG 購買意願在 COVID-19 大流行期間如何變化。我們所使用的結構模型是基於環境刺激-行為個體-趨避回應模型(簡稱:S-O-R模型),並同時應用認知情緒理論以支持環境、心理因素和消費行為的關係。我們使用263名台灣的受訪者,以線上問卷蒐集在線購買習慣數據。我們使用SPSS和AMOS18分析,並發現感知嚴重程度、社會影響和社會規範等認知因素與情緒反應,而且情緒反應會影響自我隔離期間的購買意願。以結論上來說,這項探索性研究能讓 ACG 商家更好地了解流行病期間的消費者意圖。
The COVID-19 pandemic challenged the habits of consumers and human sociability as restrictions were implemented to limit infectivity. Anime, comic, and games (ACG) as gain more attention and market share as people purchase these entertainment products. This thesis aims to better understand how consumers' ACG purchase intention changes during the COVID-19 pandemic. Based on the stimulus-organism-response framework, cognitive emotion theory was applied to support a structural model to connect environmentally and psychological factors to behavioral response. Using survey data collected from 263 respondents in Taiwan inquiring their online purchasing habits, we used the SPSS and AMOS 18 to investigate the relationship among key constructs. The results of this study show that cognitive factors such as perceived severity, social influence, and social norm are statistically significantly associated with emotional response, which impacts one's purchase intention during self-isolation. To conclude, this exploratory research provided ACG operators with a better understanding of consumer intention during epidemics.
摘要 II
1.1 ACG Market Amidst COVID-19 Pandemic. 3
1.1.1 Animate Trends. 3
1.1.2 Comic Trends. 5
1.1.3 Games Trends. 6
1.1.4 ACG Culture in Taiwan. 7
1.2 Research Gap. 8
1.3 Research Objectives. 9
1.4 Research Structure. 9
2.1 Theoretical Background. 10
2.1.1 The S-O-R Model. 11
2.1.2 Stimuli (S). 12
2.1.3 Organism (O). 14
2.1.4 Response (R). 15
2.2 Cognitive Emotion Theory (CET). 16
2.3 Hypotheses Development. 16
2.4 Conceptual Framework. 19
3.1 Measurement. 21
3.2 Data Collection and Analysis. 22
4.1 Descriptive Characteristics. 24
4.2 Factor and Reliability Test Analysis. 25
4.3 Confirmatory Factor Analysis (CFA) for the Modified Model. 27
4.4 Structural Equation Modeling (SEM) for the Modified Model. 28
5.1 Discussion. 30
5.2 Managerial Implications. 32
5.3 Limitations and Future Research. 33
Appendix 1: Questionnaire 39
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