What Makes Chinese Animation, Comic, Game, and Novel Subculture Users Willing to Engage in Community Activities on Video Websites? - Empirical Study

Aug 27, 2026

ACGN (animation, comic, game, novel) subculture influence has grown worldwide, with video websites functioning as key platforms for cultural exchange and community building. This study examines how motivations, media satisfaction, community participation, and content contribution are related among ACGN users. Quantitative questionnaire data are analyzed using SmartPLS. Entertainment, information, social interaction, self-expression, and reputation show positive effects on participation and contribution; expected reciprocal benefit supports content contribution, and deep ACGN research affects participation only.

LanguageEnglish

CategoryResearch & Report

FormatPDF

Pages15

Reading Time38 min

AccessFree to download

Abstract

Introduction

ACGN subculture influence in East Asia

Video websites as community platforms

Bilibili and ACGN user engagement

Prior research and the role of media satisfaction

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 Jingtong Cheng 1, Muhamad Shamsul Ibrahim 1, Hamedi Mohd Adnan 1, Yuan Ji2, Haoyue Wang 1 1Department of Media and Communication, Faculty of Arts and Social Sciences, Universiti Malaya, 50603 Kuala Lumpur, Malaysia 2School of Communication, Universiti Sains Malaysia, 11800 Penang, Malaysia Correspondence: Muhamad Shamsul Ibrahim, Department of Media and Communication, Faculty of Arts and Social Sciences, Universiti Malaya, 50603 Kuala Lumpur, Malaysia. Received: July 22, 2025 Accepted: August 30, 2025 Online Published: September 1, 2025 doi:10.11114/smc.v13i4.7839 URL: [https://doi.org/10.11114/smc.v13i4.7839](https://doi.org/10.11114/smc.v13i4.7839) Abstract 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. Keywords: ACGN, online community, motivation, media satisfaction, engagement intention 1. Introduction The animation, comic, game, and novel (ACGN) subculture has become one of the most influential genres in East Asia (Zhu, 2022) . In Japan and China, the ACGN subculture is a major cultural and commercial business (Kawashima, 2024; Su, 2022) . Scholars are fascinated by ACGN’s topic. Since childhood, these consumers have been exposed to ACGN content on mobile phones and computers, which impacts their self-awareness, self-control, aesthetic standards, and lifestyles (Tan, 2008; Zhu, 2017) . These groups prefer the internet for socializing, remain home, have weaker social interests, and are interested and proactive in ACGN-related socialization (Niu et al., 2012) . The internet space has become a platform for communication among youth subcultures. ACGN contributes similarly to this internet-culture interaction. ACGN is a subculture, yet it has influenced many generations, notably Gen Z (Chen, 2021) . This generation has forums, post bars, and other communication platforms are a result of internet use (Lu, 2012) . Their openness to new information has made them more interested in ACGN culture (Yan, 2020) . Many video websites offer mass enjoyment, knowledge, and social interaction (Georgescu & Popescul, 2015) . Internet users utilize them to watch shows, movies, and short videos. From video uploading and sharing to watching, live streaming, community engagement, and cloud gaming, these services have expanded (Cai, 2019; Chau, 2010; He, 2018) . In China, 995 million people utilize video websites—94.6% of the internet population (AskC

FAQs

What does the study investigate about ACGN users on video websites?

It investigates the relationships among users’ motivations, media satisfaction, community participation, and content contribution in the ACGN subculture.

Which motivations are positively linked to community participation and content contribution?

Entertainment, information, social interaction, self-expression, and reputation show positive correlations with both community participation and content contribution.

How does media satisfaction affect the relationships in the model?

Media satisfaction partially mediates the links between motivations (including entertainment, information, social interaction, and self-expression) and outcomes related to participation and content contribution.

Aug 27, 2026

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