| dc.description.abstract | With millions of fans, Vtubers have been taking the global streaming industry by storm for several years now. The audience can interact and communicate with the VTuber in real and in virtual world respectively, for VTuber has both virtual character and interactive communication environment. The audience can both get the realistic interaction with virtual characters and enjoy the fantasy of fictional character story. Compared to traditional live streamers and fictional characters, VTubers have the characteristics of both to build an intimate relationship with audiences through long-term interaction on the stream channel and social media. With the rapid growth of VR, AR, MR, XR and other virtual technologies, the new concept of ＂metaverse＂ which links real world with the virtual world has emerged and is in line with VTuber′s main concept of live broadcast between virtual and real world.
This new concept of ＂metaverse＂, combining virtual reality, is a match with VTuber′s main concept of live streaming between virtual and real world. With the progress of technology, VTuber could present more diverse and unlimited contents and become an integral part of the metaverse concept. However, there is little research on the relationship between VTuber and its audience. Therefore, this study intends to apply the Parasocial Relationship theory (PSR) and Attachment theory to look at how audiences of different attachment types have attachment feelings with VTuber and then establish parasocial relationship. Following establishing a parasocial relationship, audience will eventually build loyalty and continuous donation behavior to VTuber. Using the concept of ＂three levels of A.C.T. emotional pattern design＂ in the emotional design theory, the three levels of A.C.T. emotional design are divided into two levels; one overall level: the audience′s A.C.T. emotional design for the specific VTuber they are currently watching, and another individual level: the audience′s desired A.C.T. emotional design to explore how it affects the relationship between the audience and VTuber. | en_US |