虛擬直播主對觀眾行為意圖影響之研究

在 COVID-19 疫情的出現，居家活動成為大眾日常，也帶動了線上娛樂產業的發展，並隨著科技的進步創造與人互動的虛擬角色變得更容易，而虛擬直播主 (Virtual YouTuber, VTuber) 透過捕捉技術可以追蹤背後真人的動作和表情，並即時轉換至虛擬角色的動作和表情，使得動作更加流暢自然增強觀眾的沉浸感。虛擬直播主最常的活動會有遊戲、唱歌與聊天，因此本研究對虛擬直播主的遊戲直播進行探討，以認知專注理論(時間抽離、集中注意力、控制、高度娛樂及好奇心)剖析觀眾在觀看時有的感受，並結合科技接受模型探究觀眾在接收到遊戲內容時產生的主觀認知，進而得知虛擬直播主對觀眾之遊戲使用意圖的影響，並納入常使用於媒體環境的擬社會互動以自變數研究其對態度的影響。
本研究透過 SmartPLS4 的統計軟體進行研究分析，研究證實認知專注對科技接受模型的兩個主要信念(知覺有用性、知覺易用性)有正向影響，進而影響態度及最終對於遊戲的使用意圖也有正向影響。認知專注內的五維度皆有所影響，而好奇心是影響最大的指標，最小的則是控制。最後得知，觀眾對虛擬直播主的擬社會互動對直播中遊戲的態度有正向影響。因此透過本研究結果將提供給虛擬直播主及相關遊戲業者與研究人員，並可作為遊戲業者與虛擬直播主合作推廣遊戲的行銷策略之一。

With the emergence of the COVID-19 pandemic, staying at home has become a common practice for the general public. This has also led to the growth of the online entertainment industry, Alongside technological advancements, creating interactive virtual characters that interact with humans has become easier. Virtual YouTubers (VTubers), through motion capture technology, are able to track the movements and facial expressions of real individuals and instantly replicate them onto virtual characters. This results in smoother and more natural movements, enhancing the audience's sense of immersion. The most common activities of VTubers include gaming, singing, and chatting. Therefore, this study examines the phenomenon of gaming live streams by VTubers, using the cognitive absorption theory (temporal disassociation, focused immersion, control, heightened enjoyment, and curiosity) to analyze the audience's experiences while watching. It also incorporates the technology acceptance model to explore the subjective perceptions of the audience when receiving gaming content, and thus understand the influence of virtual YouTubers on the audience's intention to engage in gaming. Additionally, it incorporates the concept of parasocial interaction, frequently used in media environments, as an independent variable to examine its impact on attitudes.
This study utilized the SmartPLS4 statistical software for research analysis. The findings confirm that cognitive absorption positively influences the two key beliefs of the Technology Acceptance Model, perceived usefulness and perceived ease of use. These, in turn, influence attitudes and ultimately the intention to use the gaming content. All five dimensions within cognitive absorption were found to have an impact, with curiosity being the most significant indicator and control showing the least impact. Furthermore, the study concludes that viewers' parasocial interaction with Virtual YouTubers has a positive impact on attitudes towards gaming during livestreams. As a result, the outcomes of this study can provide insights to Virtual YouTubers, relevant gaming industry stakeholders, and researchers. These findings could serve as effective marketing strategies for gaming industry stakeholders to promote Virtual YouTuber.