【英文摘要】
The Institute of TAICCA aims to promote cross-industry development of Taiwan's content industry. In its 2020 survey on Taiwan's cultural content consumption trend, over 70% of the respondents indicated that the presence of Taiwanese elements affects their consumption behavior. To gain a deeper understanding of the consumption context of Taiwan's IP content industry, this study investigates the interaction between Taiwan's literary IP in the publishing industry and the film and television industry. Through document analysis and in-depth interviews, the study explores consumers' motivations for consuming Taiwan's IP content adaptations and the emotional responses they evoke. This article reveals that interpersonal relationships and social media are important motivators for consumption, and consumers expect to resonate with the transmedia works and experience their own emotions through consuming adapted works. The concretization of the fictional world in film and television is a key factor in attracting consumption. Through the consumption of adapted IP, consumers can form a closer emotional connection with the fictional world and generate multiple pleasure experiences through dual-text consumption. It also serves as a form of expression for consumers' identification with Taiwanese culture. When the text is related to their personal experiences, the attraction is amplified twofold. Consumers are drawn to the cultural background, social issues, values, and role composition in the text. The motivation and emotion behind consumption can form a cycle of "being moved again through consumption and consuming again through being moved" through their interactive relationship.
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