2021年年會論文 -與虛擬主播做朋友? 探討閱聽眾對於虛擬主播Vtuber擬社會互動的滿足
篇名
與虛擬主播做朋友? 探討閱聽眾對於虛擬主播Vtuber擬社會互動的滿足
作者
陳亭妤 游郁慈 鍾宜蓁
中文摘要
本研究以使用與滿足以及擬社會互動探討不同動機需求的閱聽眾在觀看
VTuber 頻道影片後對於滿足感,以及持續觀看意願的影響。研究方法採用網路問
卷調查法,共回收 321 份有效樣本。結果顯示閱聽眾觀看的動機以及擬社會互動
會受不同滿足感影響,而有持續觀看的意願。本研究藉由探討閱聽眾對於 VTuber
的觀影動機,希望能對於台灣 VTuber 新興產業有些許貢獻,並給予欲探討
VTuber 產業的後繼研究者有些許參考建議。
英文摘要

This study investigated the effect of audiences with different motivational needs and the para-social interaction on gratifications and continued watching intentions after watching these Vtuber channels. This research method adopted the Internet questionnaire survey method, and 321 subjects completed the questionnaire. The results showed that users’ different motivations would have different level of needs. Moreover, the motivational needs of watching Vtuber video would have different degrees of impact on audience willingness to continue watching Vtuber videos. This study hope that the findings can let content producer get more aspects on these new type channels in Taiwan, and provide some suggestions for future researchers who want to explore the Vtuber industry. 

中文關鍵詞
擬社會互動、使用與滿足、持續觀看意願、虛擬主播 VTuber
英文關鍵詞
Para-Social Interaciton, Uses and Gratifications, Continuance Intention to watch, Virtual YouTuber,Vtuber
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