A Trichotomy of Content Consumers Based on Liquid/Solid Consumptions and Individual/Collective Ownership

Abstract

In this study, we examine three kinds of content consumers: (1) fans (consumers who have low self-content relationships), (2) manias (consumers who have high self-content relationships and high social connections with others), and (3) otaku (consumers who have high self-content relationships and low social connections with others). The results of four studies show that (1) fans are likely to perceive lower levels of individual and collective ownerships and, thus, choose rental liquid consumption; (2) manias are likely to perceive higher levels of individual and collective ownership and, thus, choose experiential liquid consumption and solid consumption; and (3) otaku are likely to perceive a higher level of individual ownership and a lower level of collective ownership and, thus, choose solid consumption. These findings update the literature on content business, liquid/solid consumption, experiential consumption, and psychological ownership.