比真人偶像還親近？VTuber與粉絲的依附關係

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杜奕瑩(Yi-Ying Tu) 查詢紙本館藏

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比真人偶像還親近？VTuber與粉絲的依附關係

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摘要(中)

近年在網路直播產業裡，以虛擬形象進行直播的虛擬直播主（VTuber）開始興起，使觀眾能與介在虛實之間的VTuber進行即時互動、交流，觀眾可以同時獲得人際互動的真實感及天馬行空的角色故事設定的夢幻感。相較於以往傳統真人直播主及虛構人物，VTuber結合兩者的特質，在網路直播平台上與觀眾藉由長期互動建立親密關係。並且由於VR、AR、MR、XR等虛擬技術的快速成長，孕育出現實生活結合虛擬世界的「元宇宙」新概念，而與VTuber介於虛實之間的直播主理念不相謀合，隨著技術的進步會使VTuber的呈現更加多元且不設限，而VTuber將是元宇宙概念不可或缺的一重大元素。然而，對於VTuber與觀眾之間的關係卻少有研究。因此本研究擬運用擬社會關係理論（PSR）及依附理論（Attachment theory），探討不同依附傾向的觀眾如何與VTuber產生依附情感，進而建立擬社會關係，最後形成忠誠度及持續捐贈的行為，並運用情感設計模式理論中的「A.C.T.情感模式設計三層面」概念，將A.C.T.情感設計三層面分為兩個部分：即觀眾對目前觀看的特定VTuber的A.C.T.情感設計，以及觀眾心目中所期望VTuber的A.C.T.情感設計，探討A.C.T.情感設計如何影響觀眾與VTuber之間的關係。

摘要(英)

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.

關鍵字(中)

★ 虛擬直播主
★ 擬社會關係
★ 依附理論
★ 忠誠度
★ 持續捐贈行為
★ 情感設計理論

關鍵字(英)

★ Virtual YouTuber
★ Parasocial relationship
★ Attachment theory
★ Loyalty
★ Continuous donation
★ Emotional design

論文目次

一、緒論........................................................................................................................ 1 1-1 研究背景與目的 .............................................................................................1 1-2 研究價值與預期貢獻 .....................................................................................6
二、文獻探討.............................................................................................................. 10 2-1 依附理論(Attachment theory) .................................................................10 2-2 擬社會關係(Parosocial relationships) .....................................................13 2-3 忠誠度(Loyalty) ....................................................................................... 15 2-4 持續捐贈(Continued intent to donate).....................................................16 2-5 A.C.T.情感模式設計三層面.........................................................................18 2-6 依附理論與擬社會關係的關係 ...................................................................19
2-6-1 安全型依附與擬社會關係 ................................................................ 20 2-6-2 A.C.T.情感模式設計三層面對安全型依附與擬社會關係的調節作用.................................................................................................................. 21 2-6-3 排除型依附與擬社會關係 ................................................................ 23 2-6-4 A.C.T.情感模式設計三層面對排除型依附與擬社會關係的調節作用.................................................................................................................. 24 2-6-5 焦慮型依附與擬社會關係................................................................26 2-6-6 A.C.T.情感模式設計三層面對焦慮型依附與擬社會關係的調節作用.................................................................................................................. 27 2-6-7 逃避型依附與擬社會關係 ................................................................ 29 2-6-8 A.C.T.情感模式設計三層面對逃避型依附與擬社會關係的調節作用.................................................................................................................. 30
2-7 擬社會關係與忠誠度的關係 ....................................................................... 32
2-8 忠誠度與持續捐贈的關係 ...........................................................................33 三、研究方法.............................................................................................................. 34 3-1 研究對象與樣本發放 ...................................................................................34 3-2 問卷設計 .......................................................................................................35 3-3 變數衡量方式 ...............................................................................................36 3-3-1 依附傾向 ............................................................................................ 36 3-3-2 觀眾與 VTuber 的擬社會關係 .......................................................... 37 3-3-3 觀眾對 VTuber 的忠誠度 .................................................................. 37 3-3-4 觀眾對 VTuber 的持續捐贈行為 ...................................................... 38 3-3-5 觀眾對目前持續觀看的特定 VTuber 的情感設計認知 .................. 39 3-3-6 觀眾對心目中期望 VTuber 的情感設計認知 .................................. 40 3-4 控制變項 .......................................................................................................41 3-5 分析方法 .......................................................................................................42
iv

3-5-1 敘述性統計分析與相關分析 ............................................................ 42 3-5-2 因素分析 ............................................................................................ 43 3-5-3 信度分析 ............................................................................................ 43 3-5-4 效度分析 ............................................................................................ 43 3-5-5 路徑分析 ............................................................................................ 44
四、資料分析與研究結果.......................................................................................... 45 4-1 敘述性統計分析 ...........................................................................................45 4-2 信度分析 .......................................................................................................47 4-3 建構效度分析 ...............................................................................................48
4-3-1 收斂效度 ............................................................................................ 49
4-3-2 區別效度與相關分析 ........................................................................ 50 4-4 路徑分析 .......................................................................................................61 4-4-1-1 安全依附與特定 VTuber A.C.T.路徑分析 .................................... 61 4-4-1-2 安全依附與期望 VTuber A.C.T.路徑分析 .................................... 63 4-4-1-3 特定 VTuber A.C.T.對安全依附的調節效果評估 ........................ 64 4-4-1-4 安全依附與特定 VTuber A.C.T.的交互作用 ................................ 66 4-4-1-5 期望 VTuber A.C.T.對安全依附的調節效果評估 ........................ 67 4-4-1-6 安全依附與期望 VTuber A.C.T.的交互作用 ................................ 68 4-4-2-1 排除依附與特定 VTuber A.C.T.路徑分析 .................................... 71 4-4-2-2 排除依附與期望 VTuber A.C.T.路徑分析 .................................... 73 4-4-2-3 特定 VTuber A.C.T.對排除依附的調節效果評估 ........................ 74 4-4-2-4 排除依附與特定 VTuber A.C.T.的交互作用 ................................ 76 4-4-2-5 期望 VTuber A.C.T.對排除依附的調節效果評估 ........................ 78 4-4-2-6 排除依附與期望 VTuber A.C.T.的交互作用 ................................ 79 4-4-3-1 焦慮依附與特定 VTuber A.C.T.路徑分析 .................................... 80 4-4-3-2 焦慮依附與期望 VTuber A.C.T.路徑分析 .................................... 81 4-4-3-3 特定 VTuber A.C.T.對焦慮依附的調節效果評估 ........................ 83 4-4-3-4 焦慮依附與特定 VTuber A.C.T.的交互作用 ................................ 84 4-4-3-5 期望 VTuber A.C.T.對焦慮依附的調節效果評估 ........................ 85 4-4-2-6 焦慮依附與期望 VTuber A.C.T.的交互作用 ................................ 86 4-4-4-1 逃避依附與特定 VTuber A.C.T.路徑分析 .................................... 88 4-4-4-2 逃避依附與期望 VTuber A.C.T.路徑分析 .................................... 89 4-4-4-3 特定 VTuber A.C.T.對逃避依附的調節效果評估 ........................ 91 4-4-3-4 逃避依附與特定 VTuber A.C.T.的交互作用 ................................ 92 4-4-3-5 期望 VTuber A.C.T.對逃避依附的調節效果評估 ........................ 93 4-4-2-6 逃避依附與期望 VTuber A.C.T.的交互作用 ................................ 94 五、結論與建議.......................................................................................................... 96 5-1 研究發現與結論 ...........................................................................................96
v

5-1-1 安全依附 ............................................................................................ 96 5-1-1-1 安全依附與擬社會關係.................................................................97 5-1-1-2 特定 VTuber 的 A.C.T.情感模式設計調節安全依附與擬社會關係之間.......................................................................................................... 98 5-1-1-3 期望 VTuber 的 A.C.T.情感模式設計調節安全依附與擬社會關係之間........................................................................................................ 100 5-1-2 排除依附 .......................................................................................... 101 5-1-2-1 排除依附與擬社會關係...............................................................102 5-1-2-2 特定 VTuber 的 A.C.T.情感模式設計調節排除依附與擬社會關係之間........................................................................................................ 103 5-1-2-3 期望 VTuber 的 A.C.T.情感模式設計調節排除依附與擬社會關係之間........................................................................................................ 104 5-1-3 焦慮依附 .......................................................................................... 105 5-1-3-1 焦慮依附與擬社會關係...............................................................106 5-1-3-2 特定 VTuber 的 A.C.T.情感模式設計調節焦慮依附與擬社會關係之間........................................................................................................ 107 5-1-3-3 期望 VTuber 的 A.C.T.情感模式設計調節焦慮依附與擬社會關係之間........................................................................................................ 109 5-1-4 逃避依附 .......................................................................................... 109 5-1-4-1 逃避依附與擬社會關係............................................................... 110 5-1-4-2 特定 VTuber 的 A.C.T.情感模式設計調節逃避依附與擬社會關係之間........................................................................................................ 112 5-1-4-3 期望 VTuber 的 A.C.T.情感模式設計調節逃避依附與擬社會關係之間........................................................................................................ 113 5-1-5 擬社會關係與忠誠度之間 .............................................................. 114 5-1-6 忠誠度與持續捐贈行為之間 .......................................................... 115
5-2 研究貢獻與實務意涵 ................................................................................. 116 5-3 實務建議 .....................................................................................................121 5-4 研究限制與後續研究建議 .........................................................................122
參考文獻.................................................................................................................... 124 附錄、研究問卷........................................................................................................ 142

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指導教授

李憶萱(Yi-Hsuan Lee)

審核日期

2022-7-25

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