What Makes Chinese Animation, Comic, Game, and Novel Subculture Users Willing to Engage in Community Activities on Video Websites? An Empirical Study of Motivation, Engagement Intention, and Media Satisfaction

The influence of the ACGN (animation, comic, game, novel) subculture has become popular worldwide, with video websites serving as primary cultural exchange platforms. These users bring high economic and cultural benefits to online communities, which can stem new cultural crazes. This research focuses on the relationship among different motivations, media satisfaction, community participation, and content contribution of ACGN users. Using a quantitative research method, data on this core group was collected using a questionnaire and analysed by SmartPLS. Results of this study demonstrated that entertainment, information, social interaction, self-expression, and reputation positively correlated with community participation and content contribution. Expected reciprocal benefit was positively correlated with content contribution, while deep ACGN research was correlated solely with community participation. Altruism was not significantly correlated with either construct. Media satisfaction partially mediated the relationships between entertainment, information, social-interaction, self-expression, community participation, and content contribution. This research discovered the motivations and behavioral intentions of this subculture with its large base and affirmed their contribution. Finally, based on the results, suggestions are given for the construction of online communities on video websites that attract ACGN groups.