Article: Anime and influence on consumption Journal: International Journal of Leisure and Tourism Marketing (IJLTM) 2024 Vol.8 No.2 pp.109 - 125 Abstract: This qualitative study aims to explore the motivations, involvement, and influence on consumption choices of individuals who watch anime, with a focus on the impact of anime on self-identity, consumption choices, and behaviour. The research involves in-depth interviews with a diverse group of 25 participants to gain insights into their perceptions and attitudes towards anime. The recorded interviews were transcribed and imported into NVIVO 12 software for analysis. A deductive coding approach was used to code the interview content. The findings reveal common themes across all age groups, indicating that anime serves as a significant source of entertainment and enjoyment. Participants from different age brackets express emotional connections with anime characters and storylines, with some reporting personal growth and learning through their anime experiences. The impact of anime on consumption choices is evident, with some participants indicating that anime has influenced their purchase decisions, particularly in the realm of fashion-related products. The study highlights the diversity of motivations for watching anime, including entertainment, personal growth, emotional connection, and appreciation for unique storytelling. These findings have implications for businesses seeking to engage with the anime community, presenting opportunities for brand visibility and positive brand association through anime-related products and services. Inderscience Publishers - linking academia, business and industry through research

Title: Anime and influence on consumption

Authors: Monica Chaudhary; Tashi Chaudhary

Addresses: School of Business, Melbourne Institute of Technology, Sydney, New South Wales, Australia ' Cherrybrook Technology High School, Sydney, NSW, Australia

Abstract: This qualitative study aims to explore the motivations, involvement, and influence on consumption choices of individuals who watch anime, with a focus on the impact of anime on self-identity, consumption choices, and behaviour. The research involves in-depth interviews with a diverse group of 25 participants to gain insights into their perceptions and attitudes towards anime. The recorded interviews were transcribed and imported into NVIVO 12 software for analysis. A deductive coding approach was used to code the interview content. The findings reveal common themes across all age groups, indicating that anime serves as a significant source of entertainment and enjoyment. Participants from different age brackets express emotional connections with anime characters and storylines, with some reporting personal growth and learning through their anime experiences. The impact of anime on consumption choices is evident, with some participants indicating that anime has influenced their purchase decisions, particularly in the realm of fashion-related products. The study highlights the diversity of motivations for watching anime, including entertainment, personal growth, emotional connection, and appreciation for unique storytelling. These findings have implications for businesses seeking to engage with the anime community, presenting opportunities for brand visibility and positive brand association through anime-related products and services.

Keywords: anime; motivation; involvement; influence; consumption; qualitative; fashion; self-identity.

DOI: 10.1504/IJLTM.2024.140632

International Journal of Leisure and Tourism Marketing, 2024 Vol.8 No.2, pp.109 - 125

Received: 23 Jan 2024
Accepted: 27 May 2024
Published online: 28 Aug 2024 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article

Title: Anime and influence on consumption

Keep up-to-date