購買行為加強媒體消費意圖：以日本動畫歌曲為例
Purchase behavior enhances behavioral intention: Taking Japanese Anime Songs for instance

黃郁珊、賴佳潁

本研究結合計畫行為理論及使用與滿足理論，從態度、主觀規範、知覺行為 控制和享樂動機檢視閱聽人對於日本動畫歌曲的消費意圖與消費行為，進而探討 日本動畫歌曲對台灣閱聽人的影響力。本研究採網路問卷調查法，將參與者依照 是否同時具有消費行為區分為聆聽組與購買組。結果發現，聆聽組對消費行為間 接效果僅主觀規範達顯著、購買組則皆為顯著，顯示出實際購買行為加強媒體消 費意圖;開放式問答部分發現，日本動畫歌曲受台灣閱聽人歡迎因素和其數位消 費習慣。

This study used the expanded theory of planned behavior which combining the entertainment motives of uses and satisfactions as the research framework. We examined “behavioral intention” and “behavior” of Japanese Anime songs from four aspects: “attitudes”, “subjective norms”, “perceived behavioral control” and “entertainment motives”. This research adopts the method of online questionnaire, and divided the participants into listening and consumption groups according to their listening and consumption behaviors. The results showed that the indirect effect of listening group on consumption behavior was only significant for subjective norm, while the purchase group was all significant, showing that actual purchase behavior strengthens media consumption intention; and that the open-ended questionnaire found the reasons and digital consumption habits of Japanese Anime songs among Taiwan audiences.

享樂動機、計畫行為理論、音樂消費、動畫歌曲

entertainment motives, theory of planned behavior, consumption of music, Japanese Anime Song

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購買行為加強媒體消費意圖：以日本動畫歌曲為例