全球經濟的不景氣，造就「宅經濟」的異軍突起、逆勢上揚。根本原因之一是「宅經濟」顛覆過去傳統面對面的消費型態，讓消費者隨時透過網路進行居家消費，打破過去消費之區域與時間限制。同時在電腦、網路等資訊科技設備逐漸融入至日常生活下，更讓使用者喜愛窩在家中，透過網路從事休閒、消費等活動，造就了越來越多的「宅男/宅女」，在浩瀚的網路虛擬世界，創造了不可設限的「宅經濟」效益。本計劃的研究主題歸納如下：一，以「宅男/宅女」為研究主體，探討「宅男/宅女」具有何種異於常人的潛在人格特質導致喜愛窩在家中，沉迷於虛擬的網路世界。二，根據上述主題之初步研究成果，結合個人動機理論、知覺價值理論、理性行動理論，建構「宅」行為分析模式，探討「一般網路使用者」與「宅男/宅女」對於網路使用的潛在因素是否有顯著差異。三，根據上述二項研究結果分析，進一步找出創造「宅」經濟的最大消費族群。之後將本計劃實驗結果應用於商業實務研究，應用範圍為二：研究結果提供給後續學者及網站經營者一些實質建議，作為未來網站建置策略的參考；藉由「宅理論」進行企業創新，創造更大的「宅經濟」價值。 The global economic downturn has adversely created the opportunity for Otaku (stayat- home) economy. The “Otaku Economy” subverts the traditional face to face consuming habit. It allows the consumer to engage consumption via Internet at home at any time and without regional boundary. The driving forces for such consumption pattern are rapid growth of information technologies and internet which are readily available in our daily life and have inevitably lured the users toward staying at home to engage consumption and to conduct leisure activities. Under such an environment, more and more so called “House Males” and “House Females” are born, who engage “Otaku Economy” in a virtual environment of Internet. Our research topics are as follows: 1. To analyze the unique personal characteristics of the “House Males” and “House Females” which lead them to enjoy staying at home consumption and to be addicted in the virtual environment of Internet. 2. To integrate the findings from the above study with the Personality Motivation Theory, Perceived Value Theory, and Theory of Reasoned Action to construct a research model which identifies the implicit factors for “General Users” and “House Males/Females” to use Internet and the significant differences among them. 3. With the findings from the above studies, to find the major consumer groups in creating the benefits of “Otaku Economy”. The results can be applied in business operations with two areas of emphases; first, providing suggestions and guidelines for Internet companies to strategically set up the website to enhance the “Otaku Economy”; second, establishing theoretical basis of “Otaku” for big corporations to practice innovative ideas to create profit from it. 研究期間：10008 ~ 10107
