The increasing popularity of webtoons, a popular type of digital content, has led to the emergence of an interesting phenomenon known as transcreation. Transcreation indicates fans’ twofold activity of both translating and recreating webtoons into a new language while maintaining the content’s originality. Although transcreators play a significant role in facilitating the spread of webtoons in the global market, the role of such transcreators has, to date, received scant attention. By employing a means-end chain approach through laddering interviews, this study explores the fans’ goal structure in the transcreation of webtoons. The results reveal that transcreation is an expression of enthusiasm toward webtoons and the creators, facilitating socialization and establishing a sense of belonging in the transcreation community. Fans improve their language skills with the aim of obtaining career-related benefits and enhance their expertise to achieve personal growth. Fans’ transcreation activity plays a vital role in the globalization of webtoons, facilitated by the platform’s socio-technical resources. This empirical study provides insights into fans’ active participation in the digital media industry.

网络漫画（一种流行的数字内容）的日益普及导致了一种有趣的现象的出现，称为创译。创译表明粉丝在保持内容原创性的同时，将网络漫画翻译和再创作成新语言的双重活动。尽管创作者在促进网络漫画在全球市场的传播方面发挥了重要作用，但迄今为止，此类创作者的作用很少受到关注。本研究通过阶梯式访谈采用手段-终点链的方式，探讨粉丝在网络漫画创译中的目标结构。结果表明，创译是对网络漫画和创作者的热情表达，促进了社会化，并在创译社区中建立了归属感。粉丝提高语言技能，目的是获得与职业相关的福利，提升专业知识，实现个人成长。在平台的社会技术资源的推动下，粉丝的创译活动在网络漫画的全球化中发挥着至关重要的作用。这项实证研究提供了有关粉丝积极参与数字媒体行业的见解。