臺灣博碩士論文加值系統

VTuber（虛擬YouTuber）是一種使用虛擬化身進行直播或視頻創作的網絡內容創作者，近年來VTuber作為新興產業於網路直播的市場中崛起，其開拓了ACG產業的全新領域，結合了動漫與直播兩大已經相當蓬勃發展的領域創造了巨大的商機，如何進行角色設計一直都是動漫領域的重要課題，角色外型設計作為VTuber的重要組成因素之一，對於觀眾來說是非常重視的看點，因此本研究之目的在於了解女性VTuber外型對於觀眾心裡之影響，從而收集了105位具有知名度VTuber，透過5位資深觀眾組成焦點團體嚴選出17位VTuber作為代表性樣本，並藉由EGM深入訪談法訪談受測者後獲得的VTuber外型具體特質，劃分出四大外表屬性特徵：整體外觀、裝扮設計、身體部位、主題與設定，並分析出五項觀眾之內在感受：可愛感、舒適感、別緻感、色情感、戀愛感，最終通過問卷調查將結果應用數量化I類分析統整出VTuber外表屬性特徵與觀眾心裡感受之因果關係。針對目前蓬勃發展之VTuber產業，本研究可以提供企業和個人工作者對於進軍市場的策略擬定提供一個科學的參考依據。

VTubers (Virtual YouTubers) are online content creators who use virtual avatars for live streaming or video production. In recent years, VTubers have emerged as a new industry within the online streaming market, opening up a new field in the ACG (Anime, Comic, and Game) industry. This combines the already thriving domains of anime and live streaming, creating enormous business opportunities. Character design has always been an important topic in the anime field, and the appearance design of characters is one of the crucial elements for VTubers. For viewers, it is a highly valued aspect. Therefore, the purpose of this study is to understand the psychological impact of female VTuber appearances on viewers.The study collected data from 105 well-known VTubers and selected 17 representative samples through a focus group of 5 experienced viewers. Using the EGM (Evaluation Grid Method) in-depth interview method, the specific characteristics of VTuber appearances were identified and categorized into four main attributes: overall appearance, outfit design, body parts, and theme and setting. Additionally, the study analyzed five internal feelings of viewers: cuteness, comfort, chicness, eroticism, and romantic feelings. Finally, through a questionnaire survey and quantitative type I analysis, the study established the causal relationship between VTuber appearance attributes and viewers' psychological responses.In light of the rapidly growing VTuber industry, this research provides a scientific reference for companies and individual creators to formulate strategies for entering the market.

摘要.....iv
致謝.....v
目次.....vi
表目錄.....viii
圖目錄.....ix
第一章　緒論.....1
1.1 研究背景與動機.....1
1.2 研究目的.....6
1.3 研究範圍及限制.....7
第二章　文獻探討.....8
2.1 VTuber市場狀態.....8
2.1.1 VTuber相關文獻.....8
2.1.2 帶領VTuber市場的主要企業.....12
2.1.3 VTuber的商業活動.....17
2.2 感性工學.....25
2.2.1感性工學的介紹.....25
2.2.2 評價構造法.....26
2.2.3 數量化I類分析.....29
2.3 信度與效度分析.....30
第三章　研究方法.....32
第四章　研究結果與討論.....42
4.1 四項外顯屬性的探討.....42
4.1.1整體外觀.....42
4.1.2角色裝扮設計.....43
4.1.3身體部位.....44
4.1.4角色主題及設定.....44
4.2 五項內在感受的探討.....45
4.2.1可愛感.....45
4.2.2舒適感.....46
4.2.3別緻感.....46
4.2.4色情感.....47
4.2.5戀愛感.....48
4.3 未來研究的建議.....48
參考文獻.....50
附錄.....54
附錄一 VTuber吸引力問卷.....54
附錄二 2021 SC前200名VTuber.....74

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