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 and unique lifestyles. The Otaku subculture is one such adolescent subculture, a culture of avid ACG (animation, comic, games) collectors, while pop music fans belong to another youth subculture deeply involved in gathering and tracking the lives and performances of pop music stars. As the adolescent is becoming the most purchasing power consumer group of fashion product, this research aims at comparing the traits of the above two adolescent subcultures and their influences on buying behavior tendencies toward subculture-specific merchandises. This research is also attempting to develop an analytical model through comparison of two studies.
The research framework is constructed based on the assumption that the traits of adolescent subcultures influence the subculture-specific consumptions and is examined on two studies of Otaku and pop music fans subcultures respectively. The same investigation methods are applied in two studies. First, the review of prior studies and findings of focus group interview with sample of five representative adolescents were integrated into a tentative model. Then, the questionnaire was developed based on the tentative model and the focus group interview findings, and sample of survey in two studies are 105 and 101 respectively. Survey data were examined by factor analysis and structural equation modeling for the verification of the tentative model, and finally a revised model is developed based on comparison of two studies results.
Results show that the personality, values and lifestyle of subculture¡¦s main traits dimensions influence their buying behavior, although the Otaku and pop music fans take part in different activities and embrace different personality traits and values. The results also verify a feasible generalized analytical model for measuring the influences of the traits of specific adolescent subcultures on their buying behavior. This research offers some implications for consumer behavior and marketing communication including (1) comprehensive customer investigation is needed to understand what adolescents think and want; (2) providing attractive content and (3) adopting modern media to attract and access adolescent subculture group; (4) marketing communication appeals should match adolescents self-images to get their identification; and (5) providing total subculture solution in integrated marketing programs.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0111112-114746 |
| Date | 11 January 2012 |
| Creators | Chiang, Yung-Sung |
| Contributors | Yun-Cheng Huang, Hsien-Tang Tsai, Pao-Tiao Chuang, Iuan-Yuan Lu, Tsuang Kuo |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | English |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0111112-114746 |
| Rights | user_define, Copyright information available at source archive |
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