次文化是以小眾發起的文化，亦是社會變化下的產物，會反映當下的社會結構與文化內容。科技網路的發展使次文化漸漸融入大眾的生活當中，亦促使人與人之間傳播溝通的過程，具有可即時互動之優點，這對於高度依賴科技產品的族群來說是一項轉變，臺灣的御宅族即為代表性的族群之一。然而在過去，人們總是對於御宅族存有負面的刻板印象，但御宅族其所具有的獨特價值，正改變著臺灣的文化產業。故本研究主旨在透過內部(御宅族)與外部(非御宅族)的觀點，探索科技創新對非御宅族面對御宅族社會認同的影響。
本研究採用四階段研究方法。第一階段：採用創新擴散理論為基礎，建構出初步的御宅族社會認同研究模式，構面分別有科技創新、次文化社會系統、次文化社會認同與社會臨場感，其中次文化社會系統的子構面分別為社會規範、社會支持、社會控制與社會互動，而社會臨場感的子構面分別為網路與實體臨場感。第二階段：對於十位御宅族成員進行深度訪談，瞭解內部族群成員的思考脈絡，並確認初步的御宅族社會認同研究模式和後續量化問卷的合理性。第三階段：透過網路總共回收122份御宅族和207份非御宅族之有效問卷，並使用SPSS-PROCESS進行資料分析。第四階段：透過實證分析瞭解科技創新對御宅族社會認同之主效果，次文化社會系統之中介效果，社會臨場感之干擾或調節效果，御宅族與非御宅族比較分析，以及御宅族之社會變遷。
研究結果顯示：科技創新對御宅族社會認同之主效果具有顯著關係。對於御宅族而言，社會規範、社會支持、社會控制與社會互動皆具有弱部分中介效果；網路臨場感則具有干擾效果。對於非御宅族而言，社會控制與社會互動皆具有弱部分中介效果；網路臨場感與實體臨場感則分別具有干擾和調節效果。御宅族和非御宅族在社會支持、社會控制、社會互動和御宅族社會認同方面有顯著的差異。本研究根據科技創新的演進，將其對於御宅族的影響彙整成社會變遷三時期，分別為形象負面的低潮期、形象開始變化的轉變期、形象正面的發展期。上述結果證實，科技創新對於提升非御宅族和御宅族的御宅族社會認同均具有顯著效果。在學術貢獻方面，本研究所建構出的御宅族社會認同研究模式，可以適用於不同次文化認同議題之研究。

Subculture is produced by small crowds as well as a product of social transformation, reflecting the current social structure and cultural content. With the rapid development of technology network, the subculture has gradually integrated into people's lives. It also strengthens the process of communication between people and has the advantage of instant interaction. It is changed for groups that are highly dependent on technology products - Taiwan's Otaku is one of the representative groups. However, people always had a negative stereotype for Otaku in the past, but the unique values of Otaku is changing the culture industry of Taiwan. Therefore, the aim of this study is to explore the impact of technology innovation on non-Otaku people's Otaku social identity through internal (Otaku) and external (non-Otaku) perspectives.
This study adopts four stages of the research process. First, based on the diffusion of innovations theory, a tentative Otaku social identity model includes four constructs of technology innovation, subculture social system (social norms, social support, social control, and social interaction), subculture social identity (Otaku 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 Otaku social identity model, and to justify the establishment of follow-up surveys. Third, quantitative surveys of 122 Otaku and 207 non-Otaku were conducted online to verify the Otaku social identity model by using SPSS-PROCESS. Fourth, through empirical analysis to understand the main effects of technology innovation on Otaku social identity, the mediation effects of subculture social system, the moderation or additive effects of social presence, the comparative analysis of Otaku and non-Otaku, and the social changes of Otaku.
The results show that technology innovation has a significantly positive effect on Otaku social identity. For Otaku: social norms, social support, social control, and social interaction have weak partial mediation effects, and network presence has moderation effect. For non-Otaku: social control and social interaction have weak partial mediation effects, network presence has moderation effect, and physical presence has additive effect. There are significant differences between the Otaku and the non-Otaku in terms of social support, social control, social interaction, and otaku social identity. According to the evolution of technology innovation, the impact on the Otaku is converged into three stages of social change, which are the negative stage of negative image, the transition stage of alter image, and the positive development stage of higer image. The above results confirm that technology innovation has significant effects on improving the Otaku social identity of non-Otaku and Otaku. The academic contribution of this study is that our proposed Otaku social identity model, which can be applied to other subculture identity research.

論文審定書………………………………………………………………………..…i
誌謝………………………………………………………………………………….ii
摘要…………………………………………………………………………………iii
Abstract ………..………………………………………………………………..….v
目錄………………………………………………………………………………...vii
圖次………………………………………………………………………………..viii
表次…………………………………………………………………………………ix
第一章 緒論………………………………………………………………………01
第一節 研究背景與動機……………………………………………………01
第二節 研究目的……………………………………………………………04
第三節 研究流程……………………………………………………………05
第四節 研究範圍……………………………………………………………06
第二章 文獻探討 …………………….………………………………………….08
第一節 御宅族 ……..………………………………………………………08
第二節 創新擴散理論……..………………………………………………..09
第三節 御宅族社會認同研究模式……………………………..…………..10
第三章 研究設計…………………………………………………………………16
第一節 研究結構 ………………………………………………………..…16
第二節 研究模式 ………………………………………………………..…17
第三節 質性研究方法 …………………………………………………..…20
第四節 量化研究方法 …………………………………………………..…21
第四章 實證分析…………………………………………………………………27
第一節 御宅族之質性深度訪談彙整………………………………………27
第二節 量化資料基本分析…………………………………………………29
第三節 科技創新對御宅族社會認同之主效果……………………………34
第四節 次文化社會系統之中介效果………………………………………35
第五節 社會臨場感之干擾或調節效果……………………………………38
第六節 御宅族與非御宅族比較……………………………………………42
第七節 御宅族之社會變遷…………………………………………………46
第五章 結論與建議………………………………………………………………49
第一節 結論……..……………………………………………………….….49
第二節 建議…………………………………………………………………52
第三節 管理意涵……………………………………………………………53
參考文獻 ..…………………………………………………………………………55
附錄一 御宅族質性深度訪談問卷 ………….………………………………...…64
附錄二 御宅族與非御宅族量化調查問卷 …….…………………………….....111

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