The effects of technology innovation and network presence on Otaku identity

This study adopts three stages of the research process. First, based on the diffusion of innovations theory, a tentative Otaku identity model (OIM) including four constructs of technology innovation, subculture social system, subculture social identity, and social presence (network presence and physical presence) was proposed. Second, qualitative interviews with ten Otaku participants were conducted to understand Otaku's core thinking pattern, to confirm the tentative OIM, and to justify the establishment of follow-up surveys. Third, quantitative surveys of 122 Otaku and 207 non-Otaku were conducted to verify the OIM model by using SPSS-PROCESS. The results show that our proposed OIM is fit for this research and conclude that technology innovation and network presence can significantly change general people's Otaku identity.
Source: Technological Forecasting and Social Change - Category: Science Source Type: research