以認真休閒觀點探討御宅族的消費行為與文化認同

Research on Consumer Behavior and Cultural Identity of Otaku by the Viewpoint of Serious Leisure

御宅族文化的興盛，是個人大量收發資訊而形成 「網路環境下的個人自由主義與民主主義」。本研究從 認真休閒觀點，探討日本御宅族流傳至臺灣後，臺灣御 宅族的生活風格與其所衍生出來的消費行為與文化認 同之關係。研究者以文獻和理論回顧的方式進行探討。 研究結果發現：一、御宅族所擁有的認知、行動力以及 求知慾具有認真休閒的六項特質，並從中獲得許多內外 在效益。二、御宅族在消費的過程中，會對商品的喜愛 轉化為愉悅，願意花費金錢與時間投入，維持高水準消 費。除了對商品的喜好之外，更變成一種認同，而認同 會塑造出風格，進行再生產，並提升消費者購買商品的 意願，御宅族的消費與認同有正向顯著影響，是不容忽 視的一群消費者。三、御宅族在社群中藉由媒體積極傳 布資訊，網路社群建構其消費文化身分，促進消費社會 群體的認同，既是大眾傳媒與消費文化的共謀，也是消 費意識滲透文化空間的必然結果。四、御宅族的消費與 認同符合認真休閒的特質，御宅族在消費的過程中會產 生心靈愉悅與自我認同，消費者透過想像將夢想依附在 商品上，讓想像在消費中實踐，由自我想像的經驗中得 到樂趣，並從中建構意義。

The prosperity of the otaku culture is based on ''the internet environment of individual liberalism and democracy, formed through the large information sent and received among individuals. The outside world's awareness of the otaku has changed from the past ''niche market segmentation, small size and low priority'' to ''a influential leading role of the market.'' The purpose of this study is to explore the relationship between consumer behavior and cultural identity of otaku in Taiwan from the viewpoint of serious leisure. This study was based on literature and theoretical review. The results were follows: first, otaku have the cognition, action and curiosity correspond with the six characteristics of serious leisure, and get a lot of internal and external benefits. Secondly, otaku find great pleasure in the process of consumption so that, they are willing to spend money and time to maintain a high standard of consumption. Their preferences of the goods become a kind of identity, and the identity shape the style; and reproduction, and then enhance the willingness to buy goods. That otaku''s consumption and identity have a significant positive impact is a group would not be ignored. Third, otaku disseminates actively information through the media, constructs consumer culture through online community, and promotes the identity of the consumer social group. This inevitable result came from the conspiracy of mass communication and consumer culture, and the consumer consciousness penetrating into cultural space. Fourth, otaku''s consumption and identity answer to the characteristics of serious leisure. Otaku develops spiritual pleasure and self-identity in the process of consumption. Otaku attach their dream on the goods by the imagination and practice their imagination in the consumption process. They enjoy the experience of self-imagination and construct the meaning of it.