Factor Analysis of Impression of Local “Moe” Character

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  • 「ご当地萌えキャラ」の印象の因子分析とご当地アピール効果との相関との分析

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Local "Moe" characters, the manga-like characters that are used for appealing local authority, are widely used in Japan. However, it is not clear that how the appearance of Local "Moe" character affects on the impression perceived by consumers. In this research, we conducted a factor analysis to reveal the factors of impression of Local "Moe" characters. We classified the Local "Moe" characters into two groups by the ratio of height of head to height of body, and conducted an ANOVA on the factor scores between these two groups. Also we calculated the correlation coefficient between the factor scores and the scores of perceived trustworthiness, emotional richness, recommendation effect and suitability perceived. As a result, we revealed two factors, familiarity and reality, and found that the real characters were more effective than deformed characters.

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