ACG 迷涉入程度與休閒阻礙對其消費意願之影響

The Effect of ACG Fans’ Involvement and Leisure Constraints on Purchase Intention

「ACG」即動畫(Animation)、漫畫(Comics)、遊戲(Game)三項產業的結合。這類產業隨著生活型態的轉變，逐漸成為時下重要的休閒活動之一。然而從事此類休閒活動可能容易因為過度沈迷玩樂而受到家庭成員的反對。但就歷年參加動漫展的人數來看，這群對動漫周邊事物喜好的族群，在涉入程度上則有增加之趨勢。為了探究休閒阻礙是否對涉入程度以及消費意願產生影響，本文以參與2010 高雄市動漫展的民眾進行問卷調查。研究發現ACG 迷均有長期且重複性的涉入行為，且社交網路內有群聚交流的特性。消費金額在500-1000 元為最多，且多半為計畫性購買，消費動機則用於收藏為主。至於休閒阻礙的干擾效果雖然存在，且同時對涉入程度與消費意願產生負向之影響，但其路徑係數並不大，涉入程度仍是消費意願最主要的影響因素。

＂ACG＂ is the combination of three industries including Animation， Comics and Game. It becomes one of the most important leisure activities due to changing lifestyles nowadays. Owing to their addictions to and obsession with ACG itself， ACG fans might confront objection from other family members. However， the number of people attending animation exhibition has been increasing in the past years. It is also observed that the involvement degree of the groups interested in ACG related activated is extending. In order to research whether leisure constraints have influence on involvement degree and purchase intention of this ACG group， this paper researches people who went to ACG exhibition in Kaohsiung 2010 by asking them complete a questionnaire survey. The study found that the leisure constraints do exists and have influences on involvement and purchase intention of this ACG group; however， the path coefficient is not significant. In conclusion， the purchase intention is mainly influenced by the involvement.