||This study is to discuss the reasons why Taiwanese audiences love Hayao Miyazaki's animation films and also try to realize characteristics of Taiwanese audiences on watching animated movies. We choose the animation films of Hayao Miyazaki’s which is the most representative in Japanese animation industry as our topic.|
We adopted questionnaire survey research. The target group for the survey focuses on the audiences who have ever watched the works of Hayao Miyazaki's Studio Ghibli . There are 80 percentage of interviewers are women, and mostly 19-24 year-old unmarried university / college students, with an average income of less than $ 10,000. The important factors of choosing animated movies are, types , plot, the staff member in the movie, advertising ,the critics and so on; Hayao Miyazaki’s movies are very popular because of the following factors: inspiring, heartwarming, delicate characters and nice music. In the motive of watching animation, entertaining recreational purposes is still the main considerations. The average satisfaction rate of watching animation is high. Further, the audiences of Hayao Miyazaki’s films are willing to watch again and strongly recommend it to others audiences. The viewing motivation and satisfaction are significant and positive as well.
To boost cultural and creative industries, we suggest that the authorities could amend the relevant laws and create digital content evaluation mechanisms. The animation industry operators need to establish a comprehensive and diversified business model and multi-core competencies. The follow-up studies can be analyzed on different population data, different age or level of education.
Keywords: Animation industry, animation films, Hayao Miyazaki, viewing motivation, satisfaction.