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姓名	廖佳昀(Chia-Yun Liao)  查詢紙本館藏	畢業系所	企業管理學系
論文名稱	什麼！？ 虛構的人物比我受歡迎：以來源可信度模型，解碼VTuber與真人直播主的「吸引力」方程式 ("What !?"Virtual Characters Are More Popular Than Me：Decoding the "Attraction" Equation of VTubers and Real Live Streamers Using a Source Credibility Model.)
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摘要(中)	過去的研究已廣泛涵蓋直播領域，包括探討直播主的特質、觀眾行為、商業運作以及市場發展等議題。然而，隨著虛擬直播主VTuber的興起，對這一新興領域的研究仍相對有限。本研究的主要貢獻在於擴展了現有VTuber相關研究的範疇，將焦點轉向了虛擬直播主的創建和影響力。這項研究開始著手創建一位全新的VTuber角色，包括精心設計的人物背景和外貌設定，每一個細節都經過精心策劃，以確保角色的吸引力和獨特性。研究的目的包括深入探討VTuber的外貌形象、直播內容和自我揭露等因素對觀眾的影響。這方面的研究過去相對不足，但具有極大的潛力，能夠深刻了解觀眾對虛擬直播主的反應和互動方式。其中一個關鍵的研究目的是研究觀眾如何建立對VTuber的信任關係，特別是考慮到虛擬特質可能影響觀眾對訊息來源的信任程度。這牽涉到來源可信度模型的應用，通過評估VTuber的吸引力、專業性、可靠性等特質，評估觀眾對他們的信任程度。這種信任關係對觀眾的注意力恢復和情感體驗至關重要，並可能影響觀眾的行為，例如捐贈意圖等。此外，本研究也關注了注意力恢復理論的應用，該理論強調了良好環境對於緩解心理疲勞和提供正向情緒的重要性。研究探討了虛擬直播主在社交媒體環境中引起觀眾非自願注意力的特質，以及這種注意力恢復如何促進正向情緒體驗，進一步影響觀眾的捐贈意圖等行為反應。這樣的研究對於了解虛擬直播主如何在社交媒體環境中幫助人們減輕壓力、提供正向情感以及建立互動關係具有重要價值。最後，本研究關注VTuber中之人的自我揭露，這在社交媒體影響者的研究中是一個重要課題。研究將探討VTuber中之人如何平衡自我揭露，以影響觀眾對他們的來源可信度和注意力恢復的感知。這將有助於更深入了解虛擬直播主如何在社交媒體上管理自己的形象，以及觀眾如何回應這些自我揭露行為。總之，本研究不僅擴展了對VTuber的研究範疇，還為虛擬直播主的文化和影響力提供了更全面的理解。透過對VTuber的多面向研究，我們可以更好地理解虛擬直播主在社交媒體環境中與觀眾互動，並為未來的相關研究開闢新的方向。
摘要(英)	Previous research in the field of live streaming has extensively explored various aspects, including the characteristics of live streamers, audience behavior, business operations, and market development. However, with the rise of virtual live streamers, VTubers, research in this emerging field remains relatively limited. The primary contribution of this study lies in expanding the scope of existing research on VTubers, shifting the focus towards the creation and influence of virtual live streamers. The study initiated from scratch in creating an entirely new VTuber character, encompassing meticulously designed character background and visual attributes, with each detail thoughtfully planned to ensure the character′s attractiveness and uniqueness. The research aims to investigate the impact of factors such as the VTuber′s visual appearance, live content, and self-disclosure on the audience. This area of research has been relatively scarce in the past but holds great potential for gaining a deeper understanding of audience reactions and interactions with virtual live streamers.One key research objective is to explore how audiences establish trust relationships with VTubers, with particular consideration for how virtual characteristics may affect the audience′s trust in the information source. This involves the application of the source credibility model, which evaluates the audience′s trust in VTubers based on attributes like attractiveness, professionalism, and reliability. Such trust relationships are crucial for the audience′s attention restoration and emotional experience and may influence their behaviors, such as donation intent. Furthermore, this study also focuses on the application of attention restoration theory, which emphasizes the importance of a conducive environment in alleviating psychological fatigue and fostering positive emotions. The research examines the characteristics of virtual live streamers that elicit involuntary attention from audiences in the social media environment. It investigates how this attention restoration process promotes a positive emotional experience and subsequently influences audience behaviors such as donation intent. Such research holds significant value in understanding how virtual live streamers help individuals alleviate stress, provide positive emotions, and establish interactive relationships within the social media environment.Lastly, this study also delves into the self-disclosure of VTuber individuals, which is a crucial topic in the realm of social media influencers. The research explores how VTuber individuals strike a balance in their self-disclosure to influence the audience′s perception of their source credibility and attention restoration. This will contribute to a deeper understanding of how virtual live streamers manage their image on social media and how audiences respond to these self-disclosure behaviors. In summary, this study not only expands the scope of research on VTubers but also provides a more comprehensive understanding of the culture and influence of virtual live streamers. Through a multi-faceted examination of VTubers, we can better comprehend how virtual live streamers interact with their audiences in the social media environment and pave the way for future research in new directions.
關鍵字(中)	★ VTuber ★ 直播 ★ 可愛 ★ 來源可信度 ★ 注意力恢復 ★ 自我揭露	關鍵字(英)	★ VTuber ★ live streaming ★ cute ★ source credibility ★ attention restorative theory ★ self-disclosure
論文目次	目錄 摘要 II ABSTRACT III 圖目錄 XI 表目錄 XII 一、 緒論 1 1-1研究背景 1 1-2研究目的 3 1-3預期貢獻 8 二、 文獻回顧 11 2-1來源價值 11 2-1-1吸引力 12 2-1-1-1身體吸引力（Physical Attraction） 13 2-1-1-1-1身體吸引力相關研究 14 2-1-1-2可愛（Cute） 15 2-1-1-2-1可愛相關研究 16 2-1-2專業性（Expertise） 17 2-1-2-1專業性相關研究 17 2-1-3可靠性（Trustworthiness） 19 2-1-3-1可靠性相關研究 20 2-1-4來源價值相關研究 21 2-1-5小結 22 2-2注意力恢復 23 2-2-1注意力 23 2-2-2注意力恢復理論（Attention Restorative Theory, ART） 24 2-2-2-1注意力恢復理論相關研究 25 2-3正向情緒（POSITIVE EMOTION） 27 2-3-1正向情緒相關研究 28 2-4捐贈意圖（DONATION INTENTION） 29 2-4-1捐贈意圖相關研究 30 2-5自我揭露（SELF-DISCLOSURE） 31 2-5-1自我揭露相關研究 32 2-6研究假設 34 2-6-1直播主外在與注意力 34 2-6-1-1可愛與注意力 34 2-6-1-2身體吸引力與注意力 35 2-6-1-3自我揭露對可愛/身體吸引力與注意力之間的調節作用 36 2-6-2直播主內在與注意力 38 2-6-2-1專業性與注意力 38 2-6-2-2可靠性與注意力 39 2-6-2-3自我揭露對專業性/可靠性與注意力之間的調節作用 39 2-6-3注意力與正向情緒 41 2-6-3-1自我揭露對注意力與正向情緒之間的調節作用 42 2-6-4正向情緒與捐贈意圖 43 2-6-3-1自我揭露對正向情緒與捐贈意圖之間的調節作用 44 2-6-5 VTuber與真人直播主的差異 45 2-7研究架構圖 47 三、研究方法 49 3-1研究對象與樣本發放 49 3-2實驗法 51 3-2-1實驗設計 51 3-2-1-1VTuber相關資料 52 3-2-1-2實驗組與對照組 55 3-2-1-2-1研究一 55 3-2-1-2-2研究二 59 3-2-1-2實驗流程 60 3-2-2直播主挑選 60 3-2-3 VTuber設計 62 3-2-3-1 VTuber之人物背景設定 62 3-2-3-2 VTuber之外貌造型設計 63 3-2-3-3直播場景及佈景設計 64 3-2-4直播之軟硬體設備要求 65 3-2-5直播過程與內容 66 3-3問卷設計 68 3-4變數衡量 69 3-4-1直播主的外在 69 3-4-1-1吸引力 69 3-4-1-1-1可愛 69 3-4-1-1-2身體吸引力 69 3-4-2直播主的內在 71 3-4-2-1專業性 71 3-4-2-2可靠性 71 3-4-3注意力恢復 72 3-4-4正向情緒 74 3-4-5捐贈意圖 75 3-4-6控制變數 76 3-5分析方法 77 3-5-1敘述統計分析與相關分析 77 3-5-2因素分析 78 3-5-3信度分析 78 3-5-4效度分析 79 3-5-5結構方程模型 79 四、資料分析與研究結果 81 4-1敘述性統計分析 81 4-2相關分析 85 4-3信度分析 87 4-4建構效度分析 87 4-4-1收斂效度 88 4-4-2區別效度 91 4-5共同方法變異分析 93 4-6結構方程模型 93 4-6-1結構模型適配度 93 4-6-2路徑係數分析 96 4-7 研究一-VTUBER自我揭露調節效果分析 101 4-7-1多群組分析 101 4-7-2多變量變異數分析 102 4-8 研究二-VTUBER直播與真人直播效果分析 104 4-8-1多群組分析 104 4-8-2 多變量變異數分析 106 4-8-2-1 Post Hoc事後檢定 108 五、結論與建議 110 5-1研究結果與研究意涵 113 5-1-1直播主外在對於注意力的影響 113 5-1-1-1可愛對於注意力的影響 113 5-1-1-2身體吸引力對於注意力的影響 113 5-1-2直播主內在對於注意力的影響 114 5-1-2-1專業性對於注意力的影響 114 5-1-2-2可靠性對於注意力的影響 115 5-1-3注意力對於正向情緒的影響 115 5-1-4正向情緒對於捐贈意圖的影響 116 5-1-5研究一-自我揭露的調節效果 117 5-1-5-1自我揭露對於直播主外在與注意力之間的調節效果 117 5-1-5-1-1自我揭露對於可愛與注意力之間的調節效果 117 5-1-5-1-2自我揭露對於身體吸引力與注意力之間的調節效果 117 5-1-5-2自我揭露對於直播主內在與注意力之間的調節效果 118 5-1-5-2-1自我揭露對於專業性與注意力之間的調節效果 118 5-1-5-2-2自我揭露對於可靠性與注意力恢復之間的調節效果 119 5-1-5-3自我揭露對於注意力恢復與正向情緒之間的調節效果 120 5-1-5-4自我揭露對於正向情緒與捐贈意圖之間的調節效果 121 5-1-6研究二-VTuber直播與真人直播效果 122 5-1-6-1多群組分析效果 122 5-1-6-2多變量變異數分析效果 123 5-2研究貢獻 127 5-2-1探討觀眾對不同直播主的理解與觀點 127 5-2-1-1對來源可信度模型分析結果的理解與觀點 129 5-2-1-2對注意力恢復理論分析結果的理解與觀點 130 5-2-2深入探討自我揭露對VTuber各個面向的影響 131 5-2-3 VTuber研究新方法 133 5-3實務意涵 133 5-4研究限制與後續研究建議 135 參考文獻 137 附錄一. DERRIX陳道雄原創歌曲歌詞 167 附錄二 研究問卷 172   圖目錄 圖1、研究一 VTUBER直播主＆自我揭露 研究架構圖 47 圖2、研究二 真人直播主 研究架構圖 48 圖3.台灣SUPER CHAT排名榜 51 圖4.有自我揭露 58 圖5.無自我揭露 59 圖6.實驗流程圖 60 圖7.DERRIX IG簡介 61 圖8.校園潛力之星選拔賽 61 圖9.河岸留言演唱會 62 圖10.VTUBER人物圖片 64 圖11.直播場景圖片（1） 65 圖12.直播場景圖片（2） 65 圖13.VTUBER直播宣傳海報 67 圖14.真人直播宣傳海報 67 圖15.VTUBER直播畫面（1） 67 圖16..VTUBER直播畫面（2） 67 圖17.真人直播畫面（1） 68 圖18.真人直播畫面（2） 68 圖19、結構模式路徑估計圖 97 圖20、VTUBER組別結構模式路徑估計圖 98 圖21、VTUBER有自我揭露組別結構模式路徑估計圖 99 圖22、VTUBER無自我揭露組別結構模式路徑估計圖 99 圖23、真人組別結構模式路徑估計圖 100 表目錄 表1.台灣VTUBER相關資料 52 表2.自我揭露文案 55 表3.VTUBER之外貌造型細節設定 63 表4.直播軟體設備介紹 65 表5.直播影體設備介紹 66 表6、各實驗組之有效樣本分佈表 81 表7、有效樣本之基本資料分析 82 表8、變數之相關係數表 86 表9、變數量表之CRONBACH’S Α係數 87 表10、變數之收斂效度分析 88 表11、區別效度分析矩陣 92 表12、整體模式適配度指標檢定表 94 表13、整體模型架構之路徑係數 97 表14、VTUBER直播假設與路徑係數 98 表15、真人直播假設之路徑係數 100
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Springer International Publishing. 網路資料： Process Group（2023）取自：品牌一定要有吉祥物嗎？適當運用感性角色，讓品牌魅力更立體化 https://www.process-group.com/taiwan/news-entry/brandmascot/ My Best 好物推薦新媒體（2023）取自：【漫畫家監製】2023最新7款校園漫畫推薦排行榜 https://my-best.tw/116565 麗文1460日（2022）取自：【麗文校園特派員】大學生的追漫習慣調查結果出爐！連載中未完結的漫畫你最期待的是？ https://campub.com.tw/article/detail/liwencampub-search10 虛擬文化推廣及研究團隊（2021）取自：「VTuber什麼樣的條件最能夠吸引觀眾?」 https://www.facebook.com/Virtual.Education.Spread.And.Research.Team Social lab（2021）取自：洞察報告》疫情下火紅的互動模式：直播平台網路聲量分析 https://www.social-lab.cc/2021/07/industry-report/%e6%b4%9e%e5%af%9f%e5%a0%b1%e5%91%8a%e3%80%8b%e7%96%ab%e6%83%85%e4%b8%8b%e7%81%ab%e7%b4%85%e7%9a%84%e4%ba%92%e5%8b%95%e6%a8%a1%e5%bc%8f%ef%bc%9a%e7%9b%b4%e6%92%ad%e5%b9%b3%e5%8f%b0%e7%b6%b2%e8%b7%af/ SHOPLINE電商教室（2020）取自：直播平台哪個最夯？6大直播平台評比，帶你解析直播紅什麼！ https://blog.shopline.tw/6-live-platform-compare/ 日商環球訊息有限公司GII（2023）取自：市場調查報告書-2023年全球直播市場報告 https://www.gii.tw/report/tbrc1249045-live-streaming-global-market-report.html DATAREPORTAL（2023）取自： https://datareportal.com/ MIC產業情報研究所（2017）取自：【直播大調查系列一】網友最愛Facebook、Youtube、17直播 https://mic.iii.org.tw/news.aspx?id=475 Playboard（2023）取自：Most Super Chatted https://playboard.co/en/youtube-ranking/most-popular-all-channels-in-worldwide-daily The media group關鍵評論網媒體集團（2021）取自：從小生放主到世界的偶像：hololive 與旗下 VTuber 的奇蹟之旅 https://www.inside.com.tw/article/25259-hololive-VTuber 遊戲角落（2022）取自：2022年VTuber席捲兩大直播平台！YouTube每月吸15億觀看 入選Twitch五大關鍵字 https://game.udn.com/game/story/122089/6839007 修修咻（2023）取自：可愛就是賣點！超可愛虛擬直播主VTuber如何在全球創造百億營收 Streamlabs（2017）取自：Streamlabs 2017 Q2直播趨勢報告書 https://streamlabs.com/content-hub/author/antoniohicks?page=2 Playboard（2022）取自：Top Youtuber Channels：Playboard-Most Super Chat https://playboard.co/en/youtube-ranking/most-superchatted-all-channels-in-worldwide-yearly
指導教授	李憶萱(Yi-Hsuan Lee)	審核日期	2024-5-17
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