中文摘要

隨著動漫產業的興盛，相關週邊也擁有廣大的市場。動漫衍生商品在相關風潮帶動下，也發展出更為精緻、大眾化的樣貌，開始跨入時尚、生活用品、餐飲、旅遊，甚至宗教等領域，並透過聯名等方式，和這些跨領域業者開發相關商品。然而，動漫週邊仍普遍給人有「低年齡」、「不成熟」的印象，真正適合成人在日常生活穿戴、使用而不會被認為「宅」的商品較為有限，特別是由台灣業者自行發展、設計的商品更是如此。對於喜好動漫的成年人來說，相關的喜好是從小開始，但在長大成人、進入社會後，經驗、教育及財富的累積，以及種種社會化的影響，讓這些成人的美感、觀念及品味～「大人味」逐漸養成。成長後的動漫喜好者想要找一套適合成人的社交場合的動漫週邊穿搭相對困難。因此，如果有更為「大人味」的商品，將可去除這些族群的消費痛點，彌補市場空缺。本論文藉由案例分析、專家訪談、問卷調查、統計分析等方式，找尋出「大人味」動漫週邊的六個特質：高雅質感」、「低調洗練」、「時代經典」、「時尚藝術」、「療癒溫暖」、「回憶熟悉」，並初步建構出相關設計流程及模式。研究結果發現「大人味」的動漫週邊商品也正好與成人消費者的「喜好度」有顯著相關。相關成果為目前缺乏相關學理研究的現況建立初步研究基礎，也提供動漫週邊商品開發者在商品企劃、開發、設計等參考。

關鍵字：動漫週邊、設計模式、大人味、宅文化

Abstract

With the rise of the anime industry, its associated peripherals have also gained a vast market. Fueled by the trend, anime-related merchandise has evolved to become more sophisticated and accessible, branching out into fashion, lifestyle products, dining, tourism, and even religious sectors. Through collaborations and other means, these cross-disciplinary entities have developed associated products. However, anime peripherals are still commonly perceived as catering to a "young" and "immature" audience. Items suitable for adults in their daily lives without being seen as too "otaku" are limited, especially those developed and designed by Taiwanese manufacturers. For adults who have grown up with a fondness for anime, their interest started in childhood. However, as they matured, entered society, and accumulated experiences, education, wealth, and various social influences, their sense of aesthetics, concepts, and taste - their "adult taste" - gradually developed.

Adult anime enthusiasts find it relatively challenging to find anime peripherals suitable for social gatherings. Hence, the availability of more "adult-oriented" products could address the consumption pain points of this demographic and fill the market gap. This thesis identifies six characteristics of "adult-oriented" anime peripherals through case studies, expert interviews, surveys, statistical analysis, etc.: "elegant quality," "subtle refinement," "timeless classics," "fashionable art," "healing warmth," and "familiar nostalgia." Additionally, it initiates the construction of related design processes and models. The research findings highlight a significant correlation between "adult-oriented" anime peripherals and the preferences of adult consumers. This contributes to establishing a preliminary research foundation in a field that currently lacks theoretical exploration and offers guidance for developers in planning, developing, and designing anime peripherals.

Keywords: Anime peripherals, design patterns, adult-oriented, otaku culture

參考文獻

外文文獻（部份）           

Backhouse, A. E. Cambridge Studies in Linguistics: The Lexical Field of Taste: A Semantic Study of Japanese Taste Terms. Cambridge University Press, 2011.

https://doi.org10.14168/j.issn.1672-8572.2020.03.06. Accessed 26 Apr. 2023.

Desmet, P., and P. Hekkert. ‘Framework of Product Experience’. International Journal of Design, vol. 1, no. 1, 2007, pp. 57–66.

Fyfe, Gordon. ‘A Trojan Horse at the Tate: Theorizing the Museum as Agency and Structure’. The Sociological Review, vol. 43, no. 1_suppl, SAGE Publications, May 1995, pp. 203–228, https://doi.org10.1111/j.1467-954x.1995.tb03431.x.

Kovarovic, S. ‘Hello Kitty: A Brand Made of Cuteness’. Journal of Culture and Retail Image, vol. 4, no. 1, 2011, pp. 1–8.

Lin, R. ‘Transforming Taiwan Aboriginal Cultural Features into Modern Product Design: A Case Study of Cross Cultural Product Design Model’. International Journal of Design, vol. 1, no. 2, 2007.

Newitz, A. ‘Anime Otaku: Japanese Animation Fans Outside Japan’. Bad Subjects, vol. 13, 1994, pp. 1–14.

Norman, Donald A. Emotional Design: Why We Love (or Hate) Everyday Things. Basic Books, 2007.

Oishi, Kosuke, et al. ‘Identifying and Linking Entities of Multimedia Franchise on Manga, Anime and Video Game from Wikipedia’. Digital Libraries at the Crossroads of Digital Information for the Future, Springer International Publishing, 2019, pp. 95–101, https://doi.org10.1007/978-3-030-34058-2_10. Lecture Notes in Computer Science.

Steinberg, M. Anime’s Media Mix: Franchising Toys and Characters in Japan. U of Minnesota Press, 2012.

---. ‘Media Mix Mobilization: Social Mobilization and Yo-Kai Watch’. Animation, vol. 12, no. 3, 2017, pp. 244–258.

Verganti, R. Design Driven Innovation: Changing the Rules of Competition by Radically Innovating What Things Mean. Harvard Business Press, 2009.

Yang, Y. Tendency Developing Research Of Animation Industry-A Study Of Network Animation. 2012.

祐治森. ‘展開経済的根拠’. 研究, vol. 23, no. 1, 2023, pp. 3–13, https://doi.org10.34370/jjas.23.1_3.