| dc.description.abstract | Previous research in the field of live streaming has extensively explored various aspects, including the characteristics of live streamers, audience behavior, business operations, and market development. However, with the rise of virtual live streamers, VTubers, research in this emerging field remains relatively limited. The primary contribution of this study lies in expanding the scope of existing research on VTubers, shifting the focus towards the creation and influence of virtual live streamers.
The study initiated from scratch in creating an entirely new VTuber character, encompassing meticulously designed character background and visual attributes, with each detail thoughtfully planned to ensure the character′s attractiveness and uniqueness. The research aims to investigate the impact of factors such as the VTuber′s visual appearance, live content, and self-disclosure on the audience. This area of research has been relatively scarce in the past but holds great potential for gaining a deeper understanding of audience reactions and interactions with virtual live streamers.One key research objective is to explore how audiences establish trust relationships with VTubers, with particular consideration for how virtual characteristics may affect the audience′s trust in the information source. This involves the application of the source credibility model, which evaluates the audience′s trust in VTubers based on attributes like attractiveness, professionalism, and reliability. Such trust relationships are crucial for the audience′s attention restoration and emotional experience and may influence their behaviors, such as donation intent. Furthermore, this study also focuses on the application of attention restoration theory, which emphasizes the importance of a conducive environment in alleviating psychological fatigue and fostering positive emotions. The research examines the characteristics of virtual live streamers that elicit involuntary attention from audiences in the social media environment. It investigates how this attention restoration process promotes a positive emotional experience and subsequently influences audience behaviors such as donation intent. Such research holds significant value in understanding how virtual live streamers help individuals alleviate stress, provide positive emotions, and establish interactive relationships within the social media environment.Lastly, this study also delves into the self-disclosure of VTuber individuals, which is a crucial topic in the realm of social media influencers. The research explores how VTuber individuals strike a balance in their self-disclosure to influence the audience′s perception of their source credibility and attention restoration. This will contribute to a deeper understanding of how virtual live streamers manage their image on social media and how audiences respond to these self-disclosure behaviors. In summary, this study not only expands the scope of research on VTubers but also provides a more comprehensive understanding of the culture and influence of virtual live streamers. Through a multi-faceted examination of VTubers, we can better comprehend how virtual live streamers interact with their audiences in the social media environment and pave the way for future research in new directions. | en_US |