长沙市漫迷群体的消费行为研究

【作者】 孔金连；

【导师】 罗剑宏；

【作者基本信息】 中南大学 ， 企业管理， 2007， 硕士

【摘要】 中国漫迷的产生始于20世纪80年代,源于日本动漫的大量传入。21世纪初,在中国的许多城市,漫迷已开始逐渐成为一个成熟的群体,长沙作为中国动漫产业发展较好的城市之一,其漫迷群体已经有了相当的规模,这一群体的消费行为正在影响着长沙市乃至湖南省动漫产品及动漫周边产品的消费。然而,我国动漫研究领域的理论研究还十分缺乏,对于漫迷群体的研究也还处于起步阶段,对这一群体的特征、消费方式、动机等特点都不甚了解,这对于动漫及其周边产业的发展都是极为不利的。鉴于此,作者锁定长沙市漫迷群体消费行为进行研究。本文对漫迷群体等几个重要概念进行了界定,分析了日本、美国、韩国三个动漫大国和我国漫迷群体以及我国动漫典型城市漫迷群体的形成及特征,并结合问卷调查和访谈等方式,利用描述性统计、列联表分析等方法,研究了长沙市漫迷群体对动漫产品的消费行为的影响因素以及漫迷群体的动漫产品购买频次、渠道、支出等内容。考虑到动漫周边产品在动漫产业中的重要性,论文进一步利用因子分析和聚类分析等方法研究了长沙市漫迷群体对动漫周边产品的消费情况。最后,在上述研究分析后得出有价值的结论,旨在为动漫企业决策提供参考依据,推动我国动漫产业的发展。更多还原

【Abstract】 The Chinese ACG (Anime, Comic, Game) fans emerged in the 1980s due to the introduction of Japanese ACG Until the beginning of the 21st century, ACG fans’ gradually growing into a maturity group in many cities of China,Changsha animation industry develops better than other cities in China, and Changsha has a large scale of ACG fans,whose consumer behavior affect the Changsha city’s even the whole Hunan province’s animation products and the peripheral products consumption. However, the research in our country in the field of ACG did not attach much importance to this group, and the research on this community was just at a beginning step, therefore we couldn’t know the characteristics of the community well, such as the manner of consumption, the motivation of this group etc,it is harmful for the development of animation and the peripheral industry. Because of this,the author lock the consumer behavior of Changsha city ACG fans group to study .First, this paper defines several important concepts such as the ACG fans group ,then analyzes the formation and characteristics of ACG fans group in Japan, United States , South Korea ,China and some of the animation typical cities’ in China.On this basis, the paper combines with the questionnaire survey ,interviews and other methods, such as using descriptive statistical methods and crosstab analysis to study the factors of Changsha ACG fans group on the animation products consumption behavior ,as well as the frequency, channels, expenditures of buying animation products.Considering the importance of the peripheral products in the animation industry, the paper carries on the further study on Changsha ACG fans group in the peripheral products consumption, which using factor analysis,cluster analysis methods .In the end ,the author summarizes several important conclusions for the animation enterprise in order to make right decision ,and promote the development of our country’s animation industry.更多还原