Corresponding with this expansion, yaoi materials have attracted increasingly widespread interest among young women.
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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.