Research on Consumer Behavior and Loyalty in the Japanese Anime Industry
DOI:
https://doi.org/10.53469/jsshl.2025.08(01).08Keywords:
Japanese animation industry, Consumer behavior, Loyalty, Brand culture, Fan economyAbstract
This study focuses on the issue of consumer behavior and loyalty in the Japanese anime industry, aiming to deeply analyze the various factors that affect the loyalty of anime consumers, and explore the role of brand culture, emotional identification and fan economy in this process. Through literature review and case study, the study found that the loyalty of anime consumers is not only due to their love for the works, but also driven by brand culture and emotional resonance. Through long-term interaction with brands, fan groups have formed a deep emotional dependence, enabling anime brands to maintain a high market share worldwide. Anime works represented by "One Piece" and "Demon Slayer" show how brands can enhance consumers' brand loyalty by shaping unique cultural values and emotional connections. Research shows that fan economy plays a key role in promoting consumer loyalty, while brand culture and emotional identification are the core driving force behind this phenomenon. Through the analysis of these successful cases, this paper provides practical guidance for the animation industry and a new research framework for the academic community, further enriching the theoretical system of consumer behavior and brand loyalty.
References
Mukhtar, S., A., C.M., & Chandra, D. (2023). EXPLORING THE INFLUENCE OF DIGITAL MARKETING ON CONSUMER BEHAVIOR AND LOYALTY. International Journal of Research -GRANTHAALAYAH.
Si-si, W. (2010). Structure Analysis of Japanese Comics & Animation Industry. Packaging Engineering.
Gong, X. (2024). Distinctions Between Chinese and Japanese Anime Industry Developments and Development Strategies for the Chinese Anime Industry. Journal of Humanities, Arts and Social Science.
Pruvost-Delaspre, M. (2024). Production Models, Technological Innovations, and Animation Practices: The "Invention" of the Animation Director's Position at the Tōei Dōga Studio. Mechademia, 16, 30 - 50.
Loriguillo-López, A. (2017). Crowdfunding Japanese Commercial Animation: Collective Financing Experiences in Anime. International Journal on Media Management, 19, 182 - 195.
Tian, R. (2022). Research on the Spread and Influence of Japanese Hot-blooded Animation in Mainland China——Taking Demon Slayer as an example. Advances in Social Science, Education and Humanities Research.
Yamamoto, K. (2014). Generalities and Regionality Observed in the Agglomeration Structure of the Animation Industry in East Asia.
Garrett, J.E. (2018). Exploitation and Social Reproduction in the Japanese Animation Industry.
Zheng, Y. (2024). Research on Optimization of the Business Strategy of the Japanese Animation Industry from the Perspective of New Media. SHS Web of Conferences.
Haris, A. (2024). The Role of Marketing Research in Understanding Consumer Behavior and Preferences. Advances in Business & Industrial Marketing Research.
Fan, Y. (2023). Analysis of the Development of Japanese Animation Industry and Its Influence on Contemporary Youth. Communications in Humanities Research.
Chun, J.S. (2011). An Analysis on Japanese Animation Industry in the View of New Institutional Economics. Journal of Hebei University.
Nishino, N., & Kawabe, S. (2011). Game Theoretic Analysis of Production Structures in the Japanese Animation Industry: Comparison of Conventional and Production Committee Systems. Advances in Production Management Systems.
Crump, D.T. (2018). Anime and Japanese Uniqueness: The Cultural Authenticity of Japanese Animation.
Xiang-ling, W. (2011). Approach Research on Promoting Anhui's Animation Industry Competitiveness, Using Japan for Reference. Journal of Hebei North University.
Abd Malik, A.N., Yacob, Y.B., & Bin Ali, J.K. (2025). The Influence of Cooperative Literacy on Value Co-Creation Behavior and Loyalty of Cooperative Members: A Proposed Conceptual Framework. International Journal of Research and Innovation in Social Science.