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研究生:陳冠云
研究生(外文):CHEN, KUAN-YUN
論文名稱:以虛擬實況主特質與互動關係觀點探討虛擬實況觀眾情感依戀與即時捐贈行為
論文名稱(外文):Exploring audience's emotional attachment and instant donation behavior from the perspective of VTuber's characteristics and relationship quality
指導教授:李涵李涵引用關係
指導教授(外文):LEE-HAN
口試委員:黃弘毅陳亭廷
口試委員(外文):HUANG, HUNG-YICHEN, TING-TING
口試日期:2023-05-12
學位類別:碩士
校院名稱:東吳大學
系所名稱:企業管理學系
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2023
畢業學年度:111
語文別:中文
論文頁數:59
中文關鍵詞:虛擬實況主情感依戀互動性關係親密度即時捐贈行為
外文關鍵詞:VtuberEmotional AttachmentInteractivityClosenessInstant Donation Behavior
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近年來隨著科技的發展,人們對娛樂產業的需求在不斷變化,虛擬實況主(VTuber)產業隨之興起。藉由動作捕捉和CG技術,透過扮演虛擬角色之形象吸引觀眾的追隨,透過實況和短片的形式與觀眾互動,成為一種全新的娛樂模式。虛擬實況主透過精緻的形象設計,使得角色更加逼真生動,深受粉絲的喜愛。也透過不同的人格特色和興趣愛好,吸引了不同層次的觀眾,形成了一個多元化的粉絲群體。
近兩年來,虛擬實況主產業的發展驚人。在Youtube平台上,許多虛擬實況主的頻道已坐擁有了數百萬名訂閱者,超級留言(Super Chat)的收入更是讓人咋舌,佔據了Youtube平台上超級留言(Super Chat)累積金額排行榜中前幾名的寶座,而這些成就也反映出VTuber產業的潛力和價值。此外,VTuber的影響力不僅局限於日本,粉絲遍佈全球,成為了一個全球性的文化現象。
本研究問卷以「曾經在Youtube平台上,捐贈過超級留言(Super Chat)給虛擬實況主」之觀眾作為受測對象,總計回收有效樣本371份,利用SPSS進行嚴謹的分析驗證,本研究模型與構面之設計皆具有良好之信效度。
實證研究結果歸納如下:
1. 虛擬實況主的吸引力、專業度、可靠度,以及虛擬實況主與觀眾間的互動性與關係親密度等五個構面,對於觀眾對虛擬實況主產生情感依戀皆有顯著的正面影響。
2. 觀眾對虛擬實況主產生之情感依戀,對後續觀眾對其進行即時捐贈以及承諾之行為皆有顯著的正面影響。

本研究深入探討了虛擬實況主與觀眾之間的情感連結,並揭示了虛擬實況主觀眾在即時捐贈行為及承諾之意圖方面與真人實況主粉絲的差異,研究結果顯示出虛擬實況主透過展現專業知識與技能建立與觀眾之間的情感連結,吸引觀眾的關注與互動,促進了情感依戀的產生。與過往對真人Youtuber的研究不同,顯示出虛擬實況主與真人實況主粉絲行為的意圖具有差異,值得進一步研究探討。
根據研究的結果,期望提供虛擬實況產業從業人員實務面上的參考,助於未來更好地設計虛擬實況主的創作內容,進一步加強與觀眾之間的關係,推動虛擬實況產業的發展,亦期望有助於未來相關領域的研究發展。

In recent years, with the development of technology, the virtual entertainment industry has been constantly evolving, and the virtual YouTuber (VTuber) industry has emerged. Using motion capture and CG technology, VTubers attract followers by portraying virtual characters and interacting with their audience through live streaming and short videos, creating a new form of entertainment. Furthermore, the intricate design of the virtual characters makes them more realistic and lifelike, which has earned them a huge fan base with diverse interests and personalities.

Over the past two years, the VTuber industry has achieved remarkable success. Many VTubers have gained millions of subscribers on their YouTube channels, and their earnings from Super Chat donations are astounding, ranking them among the top earners on the platform. These achievements reflect the potential and value of the VTuber industry. Moreover, the influence of VTubers is not limited to Japan, with fans all over the world, making it a global cultural phenomenon.

This research surveyed viewers who had donated Super Chat to VTubers on YouTube, with 371 valid samples collected and analyzed using SPSS. The research model and constructs had good reliability and validity.

The empirical results are summarized as follows:

1. The attractiveness, professionalism, reliability, interactivity, and relationship intimacy between VTubers and their audience have a significant positive impact on viewers' emotional attachment to VTubers.

2. Emotional attachment to VTubers has a significant positive impact on viewers' subsequent behavior of making immediate donations and commitments to VTubers.

This study examines the emotional connection between VTubers and their audience. It reveals differences in the intention of VTuber fans compared to those of real-life live streamer fans in terms of instant donations and commitments.

The results show that VTubers build emotional connections with their audience by showcasing their professional knowledge and skills, attracting audience attention and interaction, and promoting emotional attachment. This differs from previous studies on real-life YouTubers and demonstrates the need for further research into the differences in fan behavior between virtual and real-life live streamers. The findings offer practical guidance for industry practitioners in designing virtual live streamer content and strengthening their relationship with audiences, promoting the development of the VTubers industry and contributing to future research in related fields.

誌謝 i
摘要 ii
ABSTRACT iii
目 錄 iv
表目錄 vi
圖目錄 viii
第一章 緒論 1
第一節 研究背景 1
第二節 研究目的 3
第三節 研究流程 4
第二章 文獻回顧 5
第一節 虛擬實況主(VTuber) 5
第二節 情感依戀(Emotional Attachment) 6
第三節 虛擬實況主特質 7
第四節 互動性(Interactivity) 10
第五節 關係親密度(Closeness) 12
第六節 即時捐贈行為(Instant Donation Behavior) 13
第七節 承諾 14
第三章 研究方法 15
第一節 研究架構 15
第二節 操作性定義及問卷設計 16
第三節 問卷發放對象及方式 21
第四章 研究結果 23
第一節 敘述性統計分析 23
第二節 信效度分析 31
第三節 迴歸分析 34
第四節 研究假說結果彙整 39
第五章 結論與建議 40
第一節 研究結論 40
第二節 管理與學術意涵 42
第三節 研究限制與未來研究方向 43
參考文獻 45


表目錄
表3.2.1 吸引力 16
表3.2.2 專業度 16
表3.2.3 可靠度 17
表3.2.4 互動性 17
表3.2.5 情感依戀 19
表3.2.6 即時捐贈行為 19
表3.2.7 承諾 20
表4.1受測者性別 23
表4.2受測者年齡 24
表4.3受測者教育程度 24
表4.4受測者職業 25
表4.5受測者開始接觸VTuber實況後所經之時間 25
表4.6受測者觀看VTuber實況或影片的頻率 26
表4.7受測者贈送Super Chat(超級留言)的頻率 27
表4.8虛擬實況主特質之敘述統計 28
表4.9互動性之敘述統計 28
表4.10關係親密度之敘述統計 29
表4.11情感依戀之敘述統計 30
表4.12情感依戀之敘述統計 30
表4.13承諾之敘述統計 31
表4.14本研究各構面之信效度分析 32
表4.15本研究各構面之區別效度分析 34
表4.16吸引力與情感依戀之迴歸分析 35
表4.17專業度與情感依戀之迴歸分析 35
表4.18可靠度與情感依戀之迴歸分析 36
表4.19互動性與情感依戀之迴歸分析 37
表4.20關係親密度與情感依戀之迴歸分析 37
表4.21情感依戀與即時捐贈行為之迴歸分析 38
表4.22情感依戀與承諾之迴歸分析 39
表4.23研究假說驗證結果彙整表 39


圖目錄
圖1.1 本研究流程 4
圖2.1 Youtube超級留言(Super Chat) 分級 13
圖3.1 研究架構圖 15
圖3.2 關係親密度IOS量表 18


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