| Summary: | 碩士 === 東海大學 === 企業管理學系碩士班 === 106 === In recent years, domestic and international comic and animation films deeply influences people's life, such as trendy Korean TV dramas, quality American series, and popular reality show. Furthermore, the development of "fan fiction" (doujinshi ) is worthy of exploration. Those fans not only make "doujinshi" known to the public, but also make the original works more and more popular, which brings lots of profits and product value.
This research is aimed to explore the relationships among fan fiction creator’s motivation, involvement and co-creation. Then, the effect of co-creation on brand attachment and re-purchase intension would also be discussed. The respondents were from the online community of fan fiction creators in Taiwan, and survey with questionnaires was employed to collect data.
The results show that, for fan fiction creators, better creativity lead to continuous co-creation, even in the early stage. Those who have creative skills would also be willing to improve themselves, continue to create some works. Besides, compared to self-identity, obtaining social identity is more important. Others’ cognition and support would strengthen the creator’s brand attachment and loyalty, even the involvement of co-creation is not higher. However, creators’ involvement of co-creation would strengthen their re-purchase intension. It shows that if there is a platform, community members could discuss and interact frequently, then the effect of co-creation between the brand and community members would develop more profit-making models.
Keywords: Creativity, Co-creation, Comminity Identity, Fan Fiction
|
|---|
