| 摘要: | 近年來，網路直播的發展越來越迅速，直播內容也越趨多元。而在這種媒體變革的背景下， VTuber在平台上將自己轉化為虛擬形象，與觀眾進行即時互動和表演，逐漸吸引了大量觀眾，已然成為一個引人矚目的社交媒體趨勢。然而，目前針對觀眾對 VTuber 與真人直播的態度卻少有研究。故本研究採用媒體享樂感三方模型，將享樂感視為一種觀眾對直播主及直播內容的態度，探討觀眾觀看直播時或直播後的一系列情感、認知和行為反應與享樂感之間的關係，並進一步檢視享樂感是否引起觀眾的觀看意圖。本研究另外發展研究一：探討了VTuber自我揭露是否對觀眾的享樂感產生影響及研究二：比較觀眾觀看VTuber和真人直播時的感知和體驗的差異。本研究採用實驗法，透過設計一個全新的VTuber進行直播實驗，並同步進行真人直播，以問卷方式收集資料同時在問卷中進行VTuber自我揭露，以達成本研究之研究目的。共回收703份有效問卷，利用統計軟體進行本研究之假設驗證。研究結果顯示：（1）VTuber和真人直播觀眾的正向情感、感知的外貌吸引力與自我一致性、與直播主的擬社會互動對於享樂感有正向影響（2）VTuber的自我揭露對於負向情感和外貌吸引力與享樂感間的關係具有調節效果（3）VTuber與真人直播觀眾的正負向情感、外貌吸引力、感知真實性、擬社會互動、享樂感與觀看意圖存在顯著差異。本研究之研究貢獻如下：（1）基於媒體享樂感三方模型理解VTuber觀眾享樂體驗的過程，填補了該領域的知識空白（2）將自我揭露作為調節變數，自我揭露對VTuber觀眾享樂感的影響及理論拓展（3）將VTuber與真人直播進行比較，理解觀眾對不同直播形式的觀看體驗（4）創造全新的VTuber進行直播實驗，發展VTuber研究的新方法。;In recent years, the development of online live streaming has been rapidly growing, and the content of live broadcasts has become increasingly diverse. Against this backdrop of media transformation, VTubers, who transform themselves into virtual avatars and engage in real-time interaction and performance with their audiences on platforms, have gradually become a prominent trend in social media.
However, there is currently limited research on the attitudes of audiences towards VTubers compared to real-life live streamers. Therefore, this study employs the Tripartite Model of Media Enjoyment to examine enjoyment as an attitude of audiences towards both live streamers and live content. It explores the relationships between the affective, cognition, and behavioral reactions of audiences during or after live streaming and their enjoyment, as well as whether enjoyment influences their viewing intentions. Additionally, this study further extends its research in two additional aspects: First, it examines whether VTuber self-disclosure affects audience enjoyment (Research One). Second, it compares the differences in audience perception and experience when watching VTubers versus real-life streamers (Research Two).
A experimental approach is employed, designing a novel VTuber for a live streaming experiment, simultaneously conducting a real-life live stream, and collecting data through questionnaires, including VTuber self-disclosure. A total of 703 valid questionnaires were collected, and statistical analysis was performed to test the research hypotheses.
The findings reveal that:（1）Positive emotions, perceived physical attractiveness, self-consistency, and parasocial interaction with both VTubers and real-life live streamers have a positive impact on enjoyment.（2）VTuber self-disclosure has a moderating effect on the relationship between negative emotions, perceived physical attractiveness, and enjoyment.（3）Significant differences exist in positive and negative emotions, perceived physical attractiveness, perceived authenticity, parasocial interaction, enjoyment, and viewing intentions between VTuber and real-life live stream audiences.
This study contributes to the field in the following ways:（1）It advances our understanding of the process of VTuber audience enjoyment based on the Tripartite Model of Media Enjoyment, filling a knowledge gap in this area.（2）It extends the theoretical understanding of how self-disclosure functions as a moderating variable in affecting VTuber audience enjoyment.（3）It provides insights into audience experiences with different live streaming formats by comparing VTubers and real-life live streamers.（4）It introduces a new method for VTuber research by creating a novel VTuber for a live streaming experiment. |
