不同類別漫畫受眾的消費行為比較－以本土漫畫與日本漫畫為例

Comparison of Consumer Behavior in Different Categories of Manga - A Case Study of Local Manga and Japanese Manga

明景仁

漫畫 ； 消費者型態 ； 市場分析 ； 市場區隔 ； comic ； Consumer Segmentation ； Market Analysis

圖文傳播藝術學報

2024（2024 / 04 / 01）

290 - 301

繁體中文;英文

臺灣漫畫產業從2016起開始實施「文化部漫畫出版發行及推廣行銷補助」計畫（現改為文化部漫畫創作及出版行銷獎勵），歷經七個年頭，推出了多部本土漫畫於市場，但台灣普遍的「日本二次元漫畫迷」並不見其所長，本土漫畫與二次元受眾似乎有很強烈的隔閡。為探討臺灣漫畫的受眾為何，並強調其消費輪廓，因此本研究係為調查「漫畫消費者行為在不同的文化偏好中是否有所差異」，將消費行為以文化偏好加以區分，試研究不同偏好底下所傾向的消費行為是否有所差異、由何差異。研究結果顯示：不同的文化偏好對消費行為並無顯著差異，閱讀偏好對消費行為的影響較大。

Since 2016, Taiwan has implemented the "Ministry of Culture Manga Publishing,Distribution, and Promotion Marketing Subsidy" program (now renamed as the "Ministry of Culture Manga Creation and Publishing Marketing Incentive"). Over the past seven years, numerous local manga works have been introduced to the market. However, there appears to be a significant gap between the general "Japanese anime and manga fans" in Taiwan and the local manga audience. To explore the reasons behind the audience divide for local manga and emphasize their consumption profiles, this study aims to investigate whether there are differences in manga consumer behavior across different cultural preferences. The study categorizes consumer behavior based on cultural preferences to examine whether there are differences in consumption behavior and what factors contribute to these differences.