Yaoi viewers and readers often discuss original yaoi products and distribute fan-created yaoi materials in large online fan groups. Although yaoi is primarily targeted at young, heterosexual women, previous studies have found that bisexual and homosexual male and female enthusiasts also account for a considerable proportion of yaoi viewers/readers. Yaoi and boys’ love (BL) are umbrella terms for commercial and fan-created Japanese media (e.g., anime, comics, short stories, and artwork) that portray the romantic and erotic love between two men. Corresponding with this expansion, yaoi materials have attracted increasingly widespread interest among young women. Japanese media (e.g., anime, manga) have been increasingly popular over the past two decades in the United States and several European countries. These results indicate that the 31-item YCMQ is an appropriate instrument to assess individuals’ motives for consuming yaoi media. The nine-factor YCMQ demonstrated strong psychometric properties in terms of factor structure, internal consistency, and measurement invariance. According to confirmatory factor analyses, the bi-factor model of nine motives yielded closer fit to the data than the theoretically proposed, first-order ten-factor model and a second-order nine-factor model. Using an online survey, 724 yaoi consumers (58% male M age = 30.1 years, SD = 10.4) completed the Yaoi Consumption Motives Questionnaire (YCMQ). The present study aimed to explore and operationalize the motives for yaoi media consumption based on previous qualitative research (Pagliassotti, 2008).
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Despite the widespread popularity of this Japanese subgenre, there is a lack of empirical studies on the motives for consuming yaoi media that analyze the full range of motives using reliable research methods. Yaoi is defined as commercial and fan-created media that thematically focus on the romantic love between two men, often in a sexually explicit way. In recent years, yaoi has been increasingly popular among youth interested in Japanese media such as anime and manga.