在經濟全球化時代，台灣國內市場面臨轉型與挑戰，為因應經濟和社會結構的變化，政府期望透過發展文化創意產業帶動國內的市場轉型，其中動漫化角色為元素的週邊商品具有相當可觀的商機，生活中隨處可見各式各樣的動漫化角色週邊商品，多數的週邊商品只是單純的將角色的形象印在商品上，透過探索消費者與動漫化週邊商品的互動，期盼能找出將文化商品對消費者的吸引力。

本研究為了解一般消費者購買與收集動漫化角色週邊商品的影響因素與歷程，探討影響消費者重視文化商品何種消費價值，藉由半結構式的深度訪談了解受訪者收集動漫化角色週邊商品的動機、由來、考慮因素與行為模式，將質性訪談結果整理成逐字稿後進行資料分析，首先經過開放編碼歸納出心理面向、收集行為面向與設計端面向，之後根據訪談內容建立主軸編碼提取主要現象，並整理出動漫畫角色週邊商品的主要收集行為現象，以及消費價值對主軸現象之影響。

開放編碼階段發現的心理、收集行為與設計端面向，在主軸編碼現象中是互相影響而無法單獨運行的，有著緊密無法分割的複雜聯繫，透過現象間的互動建構出動漫畫角色週邊商品收集行為模式。研究結果發現(1)收集者對於週邊商品的購買動機是源於對角色的喜愛與認同，對角色的認同能使收集者持續消費行為，使收集時間延長；(2)挑選週邊商品時會注意角色的造型、外觀及是否符合心中角色形象，並考慮價格、實用性及是否方便展示保存；(3)在消費價值方面，功能價值與情感價值影響最大，新奇價值與社會價值次之，情境價值影響較小，但在特定情況下亦對收集者有重要的意義。

Recent years, Taiwan government promotes the development of cultural and creative industry. Animated characters accessory products have considerable business opportunities. All kinds of products can be seen almost everywhere, but most products just print the characters’ images on the goods. By exploring the interaction between consumers and the products, this study attempts to discover the attraction of culture commodity to consumers.

In order to understand the affecting factors, process, and consumption value on consumer’s purchase and collection of the product, semi-structured in-depth interviews were conducted to investigate the motivations, stories, factors and behavioral patterns of the interviewees. The result had been analyzed by two coding stages. In open coding stage the psychology dimension, the collecting behavior dimension and the design dimension, which are mutually influenced and operating inseparably, are constructed. Then, the main phenomena of animated characters accessory products collecting behavior were extracted in axial coding stage, and the collecting model was established on the basis of the interaction between the phenomena.

The study discovers that (1) the motivation of purchasing animated products derived from the affection and identity of the characters, which can cause and prolong collector to purchase and collection. (2) When choosing products, collectors consider price and practicality. Furthermore, collectors also regard whether the products’ appearances conform to the role images in their minds, and whether the products’ designs facilitate to demonstrate and preserve easily. (3) Functional and emotional value have the greatest influence on the collecting model; epistemic and social value are secondary; conditional value the least, but it is also important to collectors under certain circumstance.

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