「萌系作品」目前為日本動畫、漫畫及遊戲（簡稱 ACG）的主流，作品中以迷人的虛擬角色為賣點，深入電視、電腦、遊戲，與漫畫等產業，並配合作品推出許多如模型、食玩、DVD 等相關的周邊商品，形成一個常態的銷售模式。ACG 雖為小眾市場，但這市場包含漫畫、遊戲、動畫、唱片 CD、相關周邊商品，甚至含括同人誌及 Cosplay 等產業，所創造的經濟效益遠高於其他市場。本研究藉由生活型態研究建構出不同類型的動漫消費族群，根據這些類別以瞭解這個群體的行為，並作為未來相關產業在設計市場目標客群的一個參考依據。期望能了解台灣動漫族群之消費型態，並且藉此讓台灣的相關產業對此市場能夠有更多的認識與瞭解。

"Moe" is the mainstream culture of Japan Animation, Comics and Games(ACG). The characters of Moe are used in TV, computers, games, and the comics industry for sale, such as figures, food toys, DVDS and other related merchandise, and become a normal sales mode. While the ACG market is for a small number of consumers includes comics, games, animation, music CDs, related merchandise, and doujinshi and cosplay, the economic benefits are still higher than other markets. This study constructs different types of animation consumer groups by lifestyle research. According to these categories, this study tends to understand the consumer behavior of those groups, to be a reference for setting the garget market segments, to analyze the consumption patterns in Taiwan, and to understand this market.