開啟虛擬浪潮的流量密碼: VTuber社群粉絲的創造力來源

NCU Institutional Repository > 管理學院 > 企業管理研究所 > 博碩士論文 > Item 987654321/89316

jsp.display-item.identifier=請使用永久網址來引用或連結此文件: http://ir.lib.ncu.edu.tw/handle/987654321/89316

题名:	開啟虛擬浪潮的流量密碼: VTuber社群粉絲的創造力來源
作者:	諶建安;Chen, Chien-An
贡献者:	企業管理學系
关键词:	使用與滿足理論;創造力;使用者參與;感知價值;社交媒體;虛擬社群;粉絲團;VTuber;虛擬直播主;直播;動機;Uses and Gratifications;Creativity;User Participation;Perceived Value;Social Media;Virtual Community;Fan Club;VTuber;Virtual Live Streamer;Live Streaming;Motivation
日期:	2022-07-21
上传时间:	2022-10-04 11:10:19 (UTC+8)
出版者:	國立中央大學
摘要:	自 2016 年以來 VTuber 興起，全球各地 VTuber 粉絲迅速增長，許多人喜歡在 Youtube、Twitch 等各大直播平台上觀看 VTuber 直播，使 VTuber 在直播平台上的存在感甚至快超過真人實況主，同時也越來越多 VTuber 粉絲會加入 VTuber 的社群與粉絲團。有別於過去一般常見的明星網紅的社群與粉絲團，在 VTuber 社群裡，許多 VTuber 粉絲會從直播、社群等地方獲取 VTuber 的相關訊息，透過訊息的累積來引發粉絲的創造力，嘗試繪畫有關 VTuber 虛擬形象的二次創造、VTuber 迷因、VTuber 梗圖等，並上傳到 VTuber 社群與其他粉絲分享與討論，形成 VTuber 社群裡獨特的交流方式。因此 VTuber 社群粉絲的創造力來源與其影響是值得探討的研究議題。然而，過去有關創造力的相關研究主要是注重於在職場上如何影發員工的創造力，卻很少有關使用者參與社交媒體的動機而引發創造力的研究，此外由於過於注重於如何引發創造力，導致創造力的影響力的相關研究也非常少人去探討。因此，本研究期望透過使用與滿足理論來了解 VTuber 粉絲加入 VTuber 社群的動機，以探討社交媒體參與動機對創造力的影響，同時探究創造力是否能促進 VTuber 粉絲對 VTuber 社群的使用者參與，進而影響 VTuber 粉絲的感知價值。本研究應用使用與滿足理論、使用者參與觀點與感知價值理論，來探討 VTuber 粉絲的創造力來源與影響力，以為社交媒體與虛擬社群的研究領域，提供完整地理論架構並建立實證基礎。計畫中文關鍵詞: 使用與滿足理論、創造力、使用者參與、感知價值、社交媒體、虛擬社群、粉絲團、VTuber、虛擬直播主、直播、動機 ;Since the rise of VTuber in 2016, the number of VTuber fans around the world are growing rapidly. Many people like to watch VTuber live on Youtube, Twitch and other major live streaming platforms, making VTuber′s influence on live streaming platforms even greater than that of tangible live hosts. At the same time, more and more VTuber fans join VTuber’s community and fan clubs. Unlike the communities and fan clubs of Internet celebrity, many fans in the VTuber community could obtain VTuber-related information from live streaming and social communities. By the accumulation of these information, the creativity of fans burst into an attempt of secondary creations upon VTuber images, VTuber stories, VTuber stems, etc. Fans then upload their creations to the VTuber community to share and discuss with other fans, forming a unique way of communication in the VTuber community. Therefore, the source of creativity and the influence of VTuber social fans is an intriguing research topic. However, in the past, research on creativity has focused mainly on how to trigger the creativity of employees in the workplace. Little has been conducted on the motivation of users to participate in social media to trigger creativity, and fewer has been conducted on the impact of creativity because of the focus on how to trigger creativity. Hence, this study aims to understand the motivation of VTuber fans join the VTuber community through the Uses and Gratifications theory, to explore the effect of social media participation motivation on creativity and to investigate whether creativity can promote the user participation behavior of VTuber fans in the VTuber community which in turn affects the perceived value of VTuber fans. This study applies Uses and Gratifications theory, creativity, user participation perspective, and perceived value theory to explore the sources of creativity and influence of VTuber fans, to provide a complete geographic framework, and to establish an empirical foundation for the research field of social media and virtual communities. Keywords: Uses and Gratifications、Creativity、User Participation、Perceived Value、Social Media、Virtual Community、Fan Club、VTuber、Virtual Live Streamer、Live Streaming、 Motivation
显示于类别:	[企業管理研究所] 博碩士論文

文件中的档案:

档案	描述	大小	格式	浏览次数
index.html		0Kb	HTML	96	检视/开启

在NCUIR中所有的数据项都受到原著作权保护.

社群 sharing

数据加载中.....