次文化？新文化？從情感依附、擬社會關係、與情感設計觀點探討VTuber與觀眾的互動關係(2/2)

In recent years, Virtual Youtubers (VTubers), virtual avatars that interact with viewers in real-time, have gained immense popularity on social media platforms. This study aims to delve deeper into the creation of VTubers, viewers' perceptions and interactions with them, and the impact of self-disclosure by VTubers on their audience, thereby expanding the existing body of research on VTubers.To achieve this objective, this study conducted four sub-studies:1. VTuber Creation and Viewer Impact: By creating a novel VTuber character with meticulously designed appearance and backstory, this study explored the influence of VTuber's appearance, content, and self-disclosure on viewers. Results indicated that VTuber's attractiveness, content engagement, and interaction with viewers significantly impacted viewers' viewing experience and emotional involvement. Additionally, the study found a strong correlation between viewers' trust in VTubers and their acceptance and participation in the content.2. Viewer Enjoyment and Behavior: Employing the tripartite model of media enjoyment, this study investigated the enjoyment experienced by viewers during VTuber broadcasts and its impact on viewer behavior. Results showed that positive emotions, perceived attractiveness of VTubers, and parasocial interaction with VTubers positively influenced enjoyment. Furthermore, enjoyment was found to promote viewers' intention to watch.3. Impact of Self-Disclosure: This study explored the impact of VTuber self-disclosure on viewers. Results indicated that the degree of self-disclosure influenced viewers' perceptions of VTubers, thereby affecting viewers' viewing experience and emotional involvement. Moderate self-disclosure by VTubers fostered greater resonance and trust among viewers, enhancing the viewing experience.4. Comparison with Real-Life Streamers: To gain a deeper understanding of viewers' experiences with VTubers, this study compared VTuber broadcasts with those of real-life streamers. Results revealed significant differences in viewers' emotional responses, perceptions of streamers, and viewing intentions between the two types of broadcasts. Viewers' experiences with VTubers were more influenced by the attractiveness of the virtual image, the engagement of the content, and the level of interaction with the viewers.Through an in-depth exploration of VTubers, this study expands the existing research on VTubers and offers new insights into their role and influence within the social media landscape. The findings demonstrate that VTubers' virtual image, content, self-disclosure, and interactions with viewers have a significant impact on viewers' viewing experience and emotional involvement. These findings hold significant implications for VTuber creators, platform operators, and researchers alike.