臺灣博碩士論文加值系統

The main purpose of this research is to explore the motivations and desires of Otaku. The definition of Otaku in this research is people who are addicted to some specific issues, items, objects, or even people. When it is about the objects they are addicted to, they will be very fascinated, curious, and dying to know everything in details about those certain objects. Besides, Otaku want to gather every peripheral of the objects no matter how expensive they are or how difficult to have them. Moreover, since Otaku get a lot of information and knowledge about the objects at hands, they love to share the information with others. They want others to have the same feelings and fascination about the objects as well and love the objects as they do. The channels they usually use to spread and share their information and experiences nowadays are internet, blogs, and community websites. So this research is curious about this phenomenon and hoping to explore Otaku’s desires behind their behaviors.
This methodology of this research is qualitative research and this research conducts ten in-depth interviews with Otaku. The respondents of the interviews are those who fit the definition of Otaku in this research and are willing to be interviewed by this research.
After the interviews, this research finds that there are eleven desires in Otaku by this research emphasize. Including desires of “Saving, Owning, Curiosity, Stimulation, and Attribution,” “Independence, Consistency, and Autonomy,” “Acceptance, Social Contact, Affiliation, Showing, and Expression,” “Power, Status, Assertion, and Identification,” “Order and Categorize,” “Modeling,” “Uniqueness,” “Realizing Dreams,” “Conforming to a Habit,” “Imagination,” and “Leaving Evidences”

The main purpose of this research is to explore the motivations and desires of Otaku. The definition of Otaku in this research is people who are addicted to some specific issues, items, objects, or even people. When it is about the objects they are addicted to, they will be very fascinated, curious, and dying to know everything in details about those certain objects. Besides, Otaku want to gather every peripheral of the objects no matter how expensive they are or how difficult to have them. Moreover, since Otaku get a lot of information and knowledge about the objects at hands, they love to share the information with others. They want others to have the same feelings and fascination about the objects as well and love the objects as they do. The channels they usually use to spread and share their information and experiences nowadays are internet, blogs, and community websites. So this research is curious about this phenomenon and hoping to explore Otaku’s desires behind their behaviors.
This methodology of this research is qualitative research and this research conducts ten in-depth interviews with Otaku. The respondents of the interviews are those who fit the definition of Otaku in this research and are willing to be interviewed by this research.
After the interviews, this research finds that there are eleven desires in Otaku by this research emphasize. Including desires of “Saving, Owning, Curiosity, Stimulation, and Attribution,” “Independence, Consistency, and Autonomy,” “Acceptance, Social Contact, Affiliation, Showing, and Expression,” “Power, Status, Assertion, and Identification,” “Order and Categorize,” “Modeling,” “Uniqueness,” “Realizing Dreams,” “Conforming to a Habit,” “Imagination,” and “Leaving Evidences”

Contents
ABSTRACT i
Acknowledgement ii
Contents iii
List of Tables v
List of Figures vi
Chapter 1 Introduction 1
1.1 Study Background & Motivation 1
1.2 Importance of the Otaku Market 3
1.3 Research Questions & Objectives 4
Chapter 2 Literature Review 6
2.1 Means-End Theory 6
2.1.1 Attributes 9
2.1.2 Consequences 9
2.1.3 Values 10
2.2 Theories of Motivation, Needs and Desires 13
2.2.1 McGuire’s Psychological Motives 14
2.2.2 Theory of 12 Basic Needs 15
2.2.3 Theory of 16 Basic Desires 16
2.2.4 Comparison of these three theories 18
2.2.5 Six Factors of Otaku 38
Chapter 3 Methodology 42
3.1 Exploratory Research 42
3.1.1 Basic Concept of Exploratory Research 42
3.1.2 Methods of Data Collection 44
3.2 Research Procedure 47
3.3 Sampling and Data Collection 48
3.4 Process and Questions of In-Depth Interviews 50
3.5 Data Coding Processing 52
Chapter 4 Results 54
4.1 Desire of Saving, Owning, Curiosity, Stimulation, and Attribution 54
4.2 Desire of Independence, Consistency, and Autonomy 61
4.3 Desire of Acceptance, Social Contact, Affiliation, Showing, and Expression 63
4.4 Desire of Power, Status, Assertion, and Identification 71
4.5 Desire of Order and Categorize 74
4.6 Desire of Modeling 76
4.7 Desire of Uniqueness 78
4.8 Desire of Realizing Dreams 81
4.9 Desire of Conforming to a Habit 83
4.10 Desire of Imagination 87
4.11 Desire of Leaving Evidences 89
4.12 Conclusion 91
Chapter 5 Discussion and Conclusion 93
5.1 Comparison of Findings with the Framework 93
5.2 Relationships between Each Finding 95
5.3 Managerial Implications 103
5.4 Limitations and Future Research 103
Reference 106

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