「直播」跟你想的不一樣？ VTuber X 真人：以媒體享樂感三方模型解鎖直播世界的「享樂感」秘技

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朱昱(Yu Chu) 查詢紙本館藏

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論文名稱

「直播」跟你想的不一樣？ VTuber X 真人：以媒體享樂感三方模型解鎖直播世界的「享樂感」秘技
(Is "Live Streaming" Not What You Expected? VTuber vs. Real-Person: Unlocking The "Enjoyment" Secrets of The Live Streaming World with The Media Enjoyment Tripartite Model.)

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摘要(中)

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。

摘要(英)

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.

關鍵字(中)

★ VTuber
★ 直播
★ 正負向情感
★ 外貌吸引力
★ 感知真實性
★ 自我一致性
★ 擬社會互動
★ 享樂感
★ 觀看意圖
★ 自我揭露

關鍵字(英)

★ VTuber
★ Live streaming
★ Positive and negative affect
★ Perceived physical attractiveness
★ Perceived realism
★ Self-congruity
★ Parasocial interaction
★ Enjoyment
★ Viewing intentions
★ Self-disclosure

論文目次

目錄
摘要.................................................................................................................................i
Abstract..........................................................................................................................ii
致謝辭...........................................................................................................................iv
目錄................................................................................................................................v
圖目錄........................................................................................................................ viii
表目錄...........................................................................................................................ix
一、緒論........................................................................................................................1
1-1 研究背景 ........................................................................................................1
1-2 研究目的 ........................................................................................................3
1-3 預期貢獻 ........................................................................................................8
二、文獻探討..............................................................................................................12
2-1 理性行為理論 ..............................................................................................12
2-2 媒體享樂感三方模型 ..................................................................................13
2-3 享樂感 ..........................................................................................................15
2-3-1 享樂感-情感反應..............................................................................16
2-3-2 享樂感-認知反應..............................................................................18
2-3-3 享樂感-行為反應..............................................................................23
2-4 觀看意圖 ......................................................................................................26
2-5 自我揭露的調節作用 ..................................................................................27
2-6 VTuber & 真人直播之差異.........................................................................33
三、研究方法............................................................................................................38
3-1 VTuber 直播主挑選.....................................................................................38
3-2 VTuber 之人設撰寫.....................................................................................39
3-3 VTuber 之造型設計.....................................................................................40
3-4 VTuber 直播過程與軟體及設備要求..........................................................42
3-5 研究對象與抽樣方式 ..................................................................................44
3-6 實驗設計 ......................................................................................................47
3-6-1 問卷設計...........................................................................................54
3-7 變數衡量方式 ..............................................................................................54
3-7-1 情感反應-正向與負向情感..............................................................55
3-7-2 認知反應-外貌吸引力......................................................................56
3-7-3 認知反應-自我一致性......................................................................57
3-7-4 認知反應-感知真實性......................................................................58
vi
3-7-5 行為反應-擬社會互動......................................................................59
3-7-6 享樂感...............................................................................................60
3-7-7 觀看意圖...........................................................................................61
3-7-8 自我揭露...........................................................................................62
3-7-9 控制變數...........................................................................................63
3-8 資料分析法 ..................................................................................................64
3-8-1 信度分析...........................................................................................64
3-8-2 效度分析...........................................................................................64
3-8-3 相關分析...........................................................................................65
3-8-4 實驗設計之內、外在效度...............................................................65
3-8-5 敘述性統計分析...............................................................................66
3-8-6 結構方程模型...................................................................................66
3-8-7 多變量變異數分析...........................................................................67
3-8-8 多群組比較.......................................................................................67
3-8-9 路徑分析...........................................................................................67
四、資料分析與研究結果..........................................................................................69
4-1 敘述性統計分析 ..........................................................................................69
4-2 變數之敘述性統計分析 ..............................................................................71
4-3 相關分析 ......................................................................................................71
4-4 信度分析 ......................................................................................................73
4-5 建構效度分析 ..............................................................................................73
4-5-1 收斂效度...........................................................................................73
4-5-2 區別效度...........................................................................................76
4-6 結構方程模型分析 ......................................................................................80
4-6-1 結構模式擬合度...............................................................................80
4-6-2 路徑係數分析...................................................................................82
4-7 研究一-自我揭露之調節效果評估.............................................................87
4-7-1 多群組比較.......................................................................................88
4-7-2 多變量變異數分析...........................................................................88
4-7-3 自我揭露調節與中介效果分析.......................................................90
4-8 研究二-VTuber 直播和真人直播之差異....................................................92
4-8-1 多變量變異數分析...........................................................................93
4-8-2 多群組比較.......................................................................................99
五、結論與建議........................................................................................................101
5-1 研究結果 ....................................................................................................102
5-1-1 正向情感與享樂感.........................................................................102
5-1-2 負向情感與享樂感.........................................................................103
5-1-3 外貌吸引力與享樂感.....................................................................104
vii
5-1-4 自我一致性與享樂感.....................................................................104
5-1-5 感知真實性與享樂感.....................................................................105
5-1-6 擬社會互動與享樂感.....................................................................106
5-1-7 享樂感與觀看意圖.........................................................................107
5-1-8 研究一-自我揭露的調節效果........................................................107
5-1-9 研究二-VTuber & 真人直播之差異.............................................113
5-2 研究貢獻 ....................................................................................................118
5-2-1 深入理解 VTuber 觀眾享樂體驗的過程.......................................118
5-2-2 自我揭露對 VTuber 觀眾享樂感的影響及理論拓展...................119
5-2-3 理解觀眾對不同直播形式的觀看體驗.........................................120
5-2-4 VTuber 研究的新方法.....................................................................121
5-3 實務意涵 ....................................................................................................121
5-4 研究限制與後續研究建議 ........................................................................123
參考文獻....................................................................................................................126
一、英文文獻....................................................................................................126
二、中文文獻....................................................................................................137
三、日文文獻....................................................................................................137
四、網路資料....................................................................................................138
附錄、........................................................................................................................140
附錄一直播歌曲歌詞......................................................................................140
附錄二研究問卷..............................................................................................142

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二、中文文獻
Lo, W.-T., & Tao, C.-C. (2015)。輸球也快樂? 以情緒階段模式探討運動賽事享樂感. 資訊社會研究(29), 99-126.
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黃芳銘(2015)。結構方程模式-理論與應用. 台灣五南圖書出版股份有限公司.

三、日文文獻
横田健治（2019）。バーチャル YouTuber の提供価値の分析. 電子情報通信学会誌= The journal of the Institute of Electronics, Information and Communication Engineers, 102（7）, 654-659.
四、網路資料
《OpView社群口碑資料庫》（2021年7月22日）。疫情下火紅的互動模式：直播平台網路聲量分析。《OpView社群口碑資料庫》。https://www.opview.com.tw/social_watch
BusinessDigestEditorial （2022年1月21日）。【行銷有辦法】品牌吉祥物行銷古老但很有效！好處到底在哪？。 https://businessdigest.io/%E5%95%86%E6%A5%AD%E6%99%BA%E6%85%A7/%E8%A1%8C%E9%8A%B7%E6%9C%89%E8%BE%A6%E6%B3%95-%E5%93%81%E7%89%8C%E5%90%89%E7%A5%A5%E7%89%A9%E8%A1%8C%E9%8A%B7%E5%8F%A4%E8%80%81%E4%BD%86%E5%BE%88%E6%9C%89%E6%95%88-%E5%A5%BD%E8%99%95%E5%88%B0%E5%BA%95%E5%9C%A8%E5%93%AA
HypeAuditor （2021年12月7日）. The Top Virtual Instagram Influencers in 2021. https://hypeauditor.com/blog/the-top-instagram-virtual-influencers-in-2021/
KOL Rader（2022年3月24日）。 VTuber 是什麼？AI 虛擬網紅會取代一般網紅嗎？
https://www.kolradar.com/blog/trend-sharing/vtuber-marketing-trend/
National Geographic of Azeroth Forum （2020）. National Geographic of Azeroth Forum: VTuber Discussion Board.
https://bbs.nga.cn/thread.php?fd=-60204499.
PLAYBOARD（2021）. 2021 Most Super Chatted.
https://playboard.co/en/youtube-ranking/most-superchatted-all-channels-in-worldwide-yearly?period=1609459200
PLAYBOARD（2022）. 2022 Most Super Chatted.
https://playboard.co/en/youtube-ranking/most-superchatted-all-channels-in-worldwide-yearly?period=1609459200
UserLocal（2020）. バーチャルYouTuber、本日1万3千人を突破（ユーザーローカル調べ）.
https://www.userlocal.jp/press/20201109vi/
UserLocal（2022）. VTuber（バーチャルYouTuber）、ついに2万人を突破（ユーザーローカル調べ）.
https://www.userlocal.jp/press/20221129vt/
VIVE後浪潮（2021年9月24日）。逐漸模糊的界線，比真人更真實的虛擬偶像.
https://www.vivepostwave.com/3633/alter-ego/
WENKMEDIA（2021年11月12日）。二次元虛擬Youtuber當道！VTuber製作流程大公開。
https://blog.wenk-media.com/?p=1316
今周刊（2021年7月13日）。「VTuber」浪潮襲來！大學生創業、開直播　盼把台灣推向世界。https://www.businesstoday.com.tw/article/category/80392/post/202107130034/
王國川（2000）。內在效度的威脅。教育大辭書https://pedia.cloud.edu.tw/Entry/Detail/?title=%E5%85%A7%E5%9C%A8%E6%95%88%E5%BA%A6%E7%9A%84%E5%A8%81%E8%84%85
王國川（2000）。外在效度的威脅。教育大辭書
https://pedia.cloud.edu.tw/Entry/Detail/?title=%E5%A4%96%E5%9C%A8% E6%95%88%E5%BA%A6%E7%9A%84%E5%A8%81%E8%84%85
株式会社ユザロカル（2020）.
https://virtual-youtuber.userlocal.jp/document/ranking
烽燧視覺/FSVP（2023年7月7日）。虛擬人發展趨勢：VTuber 商業應用。 https://vocus.cc/article/64a78f14fd897800014ff36f
遊戲角落（2021年4月3日）。好好看台不行嗎？Vtuber最受不了的觀眾行為大蒐集.
https://game.udn.com/game/story/122090/5362110

指導教授

李憶萱(Yi-Hsuan Lee)

審核日期

2023-10-17

推文