Uses and Satisfaction Afforded by Japanese Animation to Chinese Audiences

Abstract

This study analyzed Chinese audiences’ motivations for viewing Japanese animation and the satisfaction they experienced after the viewing experience. It also examines the influence of cultural proximity and genre familiarity on viewing motivation and satisfaction. A hundred and sixty—two individuals who lived in China and actively watched Japanese animation were sampled. The results of the factor analysis showed that cultural proximity to Japan comprised three factors, including “fondness for Japan”, “fondness for Japanese lifestyle”, and “in favor of Japanese values”. Genre familiarity with Japanese animation comprised two factors: “familiarity with Japanese animation themes” and "familiarity with Japanese animation style”. Four motives for watching Japanese animation were “in order to discover something”, “customary pastimes”, “interest in the content of Japanese animation” and “desire for interpersonal interaction”. Two positive outcomes of watching Japanese animation were “deriving satisfaction from their enjoyment of it” and “acquiring a better understanding of Japanese culture”. The results also showed that cultural proximity with Japan and genre familiarity with Japanese animation largely influenced diverse viewing motivations and different satisfaction levels. This study also found that the motivation to Japanese animation was related to the satisfaction felt after the viewing experience. To summarize, this study can supply basic but significant insights into, and thus enhance our understanding of the popularity of Japanese animation in China.