研究期間：10108~10207;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.
