| dc.description.abstract | 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 | en_US |