政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/146577

English | 正體中文 | 简体中文 | Post-Print筆數 : 27 | Items with full text/Total items : 110097/141043 (78%)
Visitors : 46414631 Online Users : 1179

RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.

Scope

please add "double quotation mark" for query phrases to get precise results

please goto advance search for comprehansive author search

Adv. Search

Home ‧ Login ‧ Upload ‧ Help ‧ About ‧ Administer

Goto mobile version

政大機構典藏 > 商學院 > 資訊管理學系 > 學位論文 > Item 140.119/146577

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/146577

Title:	探討持續觀看與推薦VTuber之因素 Exploring the Factors of Continuous Watching and Recommendation of VTuber
Authors:	黃郁芳
Contributors:	洪為璽 Hung, Wei-Hsi 黃郁芳
Keywords:	VTuber 擬社會互動情感依戀持續觀看意圖推薦意圖 VTuber Parasocial Interaction Emotional Attachment Intention to Continuous Viewing Intention to Recommend
Date:	2023
Issue Date:	2023-08-02 14:05:57 (UTC+8)
Abstract:	虛擬直播主VTuber作為一種新型態的直播模式，討論熱度在近年飛快地成長。VTuber是以虛擬化身於螢幕上活動，他們的真實身分、外貌得以被隱藏，因為隔著這層虛擬化身與人物設定，VTuber能夠向觀眾同時展現動畫角色的魅力以及真實的性格，讓觀眾獲得虛擬的陪伴感。儘管VTuber在世界各地越來越受歡迎，也有越來越多學者開始投入這方面的研究，但較少學者是以觀眾的角度探討為何VTuber能受到喜愛，以及為何VTuber直播會讓人想要持續觀看並受到推薦。因此，本研究以歸因理論整理出四項外部因素與兩項內部因素，探討觀眾著迷於VTuber的因素，以及對持續觀看與推薦意圖的影響。本研究透過分析412位曾經觀看過VTuber直播觀眾的經驗，來驗證本研究之模型與假說。研究結果顯示，外部因素如VTuber特質(外表吸引力、社交吸引力、聲音吸引力)與擬人化是產生擬社會互動重要的因素，內部因素如逃避現實的需要與情感信任是產生情感依戀的重要因素，而擬社會互動與情感依戀對持續觀看與推薦意圖有正向顯著的影響。最後，根據研究結果提出理論與實務面之貢獻與未來研究建議，期望能為未來的VTbuer在經營頻道上帶來幫助。 VTubers, also known as virtual YouTubers, have rapidly gained popularity in recent years. VTubers operate as virtual avatars on the screen, concealing their real identities and appearances. Through these virtual avatars, VTubers can simultaneously showcase the charm of animated characters and their authentic personalities, allowing viewers to experience a sense of virtual companionship. Despite the growing popularity of VTubers worldwide and the increasing number of scholars conducting research in this area, there are relatively few scholars who have explored the reasons why VTubers are loved by viewers. Therefore, this study examines the factors that fascinate viewers of VTubers and their influence on continued watching and intention to recommend. Through analyzing the experiences of 412 viewers who have watched VTuber livestreams, this study validates the proposed model and hypotheses. The results of the study show that external factors such as VTuber traits and anthropomorphism play an important role in generating parasocial interaction. Internal factors such as the need for escapism and emotional trust are crucial for generating emotional attachment. Parasocial interaction and emotional attachment have a positive and significant impact on continued watching and intention to recommend. Based on the findings, theoretical and practical contributions are presented with the hope of providing assistance to future VTubers in channel operation.
Reference:	Ainsworth, M. D. S., Blehar, M. C., Waters, E., & Wall, S. (1978). Patterns of attachment: A psychological study of the strange situation. Lawrence Erlbaum. Anderson, E. W. (1998). Customer Satisfaction and Word of Mouth. Journal of Service Research, 1(1), 5-17. https://doi.org/10.1177/109467059800100102 Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103, 411-423. https://doi.org/10.1037/0033-2909.103.3.411 Arndt, J. (1967). Role of Product-Related Conversations in the Diffusion of a New Product. Journal of Marketing Research, 4(3), 291-295. https://doi.org/10.2307/3149462 Barata, M. L., & Coelho, P. S. (2021). Music streaming services: Understanding the drivers of customer purchase and intention to recommend. Heliyon, 7(8), e07783. https://doi.org/https://doi.org/10.1016/j.heliyon.2021.e07783 Barreda, A. A., Nusair, K., Wang, Y., Okumus, F., & Bilgihan, A. (2020). The impact of social media activities on brand image and emotional attachment. Journal of Hospitality and Tourism Technology, 11(1), 109-135. https://doi.org/10.1108/JHTT-02-2018-0016 Barry, C. L. (1994). User-Defined Relevance Criteria: An Exploratory Study. J. Am. Soc. Inf. Sci., 45, 149-159. Belanche, D., Casaló, L. V., Flavián, M., & Ibáñez-Sánchez, S. (2021). Building influencers` credibility on Instagram: Effects on followers’ attitudes and behavioral responses toward the influencer. Journal of Retailing and Consumer Services, 61, 102585. https://doi.org/https://doi.org/10.1016/j.jretconser.2021.102585 Bhattacherjee, A. (2001a). An empirical analysis of the antecedents of electronic commerce service continuance. Decision Support Systems, 32(2), 201-214. https://doi.org/https://doi.org/10.1016/S0167-9236(01)00111-7 Bhattacherjee, A. (2001b). Understanding Information Systems Continuance: An Expectation-Confirmation Model. MIS Quarterly, 25(3), 351-370. https://doi.org/10.2307/3250921 Bowlby, J. (1977). The Making and Breaking of Affectional Bonds: I. Aetiology and Psychopathology in the Light of Attachment Theory. British Journal of Psychiatry, 130(3), 201-210. https://doi.org/10.1192/bjp.130.3.201 Bowlby, J. (1980). Attachment and loss. Basic Books. Bredikhina, L. (2021). Virtual Theatrics and the Ideal VTuber Bishōjo. REPLAYING JAPAN, 3, 21-32. https://shs.hal.science/halshs-03781959 Brennan, K. A., Clark, C. L., & Shaver, P. R. (1998). Self-report measurement of adult attachment: An integrative overview. In Attachment theory and close relationships. (pp. 46-76). The Guilford Press. Casaló, L. V., Flavián, C., & Ibáñez-Sánchez, S. (2017). Antecedents of consumer intention to follow and recommend an Instagram account. Online Information Review, 41(7), 1046-1063. https://doi.org/10.1108/OIR-09-2016-0253 Chang, S. E., Shen, W.-C., & Yeh, C.-H. (2017). A comparative study of user intention to recommend content on mobile social networks. Multimedia Tools and Applications, 76(4), 5399-5417. https://doi.org/10.1007/s11042-016-3966-1 Chen, C.-C., & Lin, Y.-C. (2018). What drives live-stream usage intention? The perspectives of flow, entertainment, social interaction, and endorsement. Telematics and Informatics, 35(1), 293-303. https://doi.org/https://doi.org/10.1016/j.tele.2017.12.003 Chen, Y.-C., Shang, R.-A., & Li, M.-J. (2014). The effects of perceived relevance of travel blogs’ content on the behavioral intention to visit a tourist destination. COMPUTERS IN HUMAN BEHAVIOR, 30, 787-799. https://doi.org/https://doi.org/10.1016/j.chb.2013.05.019 Chin, W., Marcolin, B., & Newsted, P. (2003). A Partial Least Squares Latent Variable Modeling Approach for Measuring Interaction Effects: Results from a Monte Carlo Simulation Study and an Electronic-Mail Emotion/Adoption Study. Information Systems Research, 14, 189-217. https://doi.org/10.1287/isre.14.2.189.16018 Chin, W. W. (1998). The partial least squares approach for structural equation modeling. In Modern methods for business research. (pp. 295-336). Mahwah, NJ, US: Lawrence Erlbaum Associates Publishers. Chiu, C.-M., Hsu, M.-H., Lai, H., & Chang, C.-M. (2012). Re-examining the influence of trust on online repeat purchase intention: The moderating role of habit and its antecedents. Decision Support Systems, 53(4), 835-845. https://doi.org/https://doi.org/10.1016/j.dss.2012.05.021 Cohen, E. (1979). A Phenomenology of Tourist Experiences. Sociology, 13(2), 179-201. https://doi.org/10.1177/003803857901300203 Cohen, J. (1988). Statistical Power Analysis for the Behavioral Sciences (2nd Edition). Hillsdale, NJ: Lawrence Erlbaum Associates, Publishers. Cohen, J. (1999). Favorite characters of teenage viewers of Israeli serials. Journal of Broadcasting & Electronic Media, 43(3), 327-345. https://doi.org/10.1080/08838159909364495 Coulson, M., Barnett, J., Ferguson, C. J., & Gould, R. L. (2012). Real feelings for virtual people: Emotional attachments and interpersonal attraction in video games. Psychology of Popular Media Culture, 1, 176-184. https://doi.org/10.1037/a0028192 Davis, J. L., & Rusbult, C. E. (2001). Attitude alignment in close relationships. J Pers Soc Psychol, 81(1), 65-84. https://doi.org/10.1037//0022-3514.81.1.65 Dion, K., Berscheid, E., & Walster, E. (1972). What is beautiful is good. Journal of Personality and Social Psychology, 24, 285-290. https://doi.org/10.1037/h0033731 DiSalvo, C., Forlizzi, J., & Gemperle, F. (2004). Kinds of Anthropomorphic Form Futureground - DRS International Conference 2004, 17-21 November, Melbourne, Australia. https://dl.designresearchsociety.org/drs-conference-papers/drs2004/researchpapers/45 Ebata, A. T., & Moos, R. H. (1991). Coping and adjustment in distressed and healthy adolescents. Journal of Applied Developmental Psychology, 12(1), 33-54. https://doi.org/https://doi.org/10.1016/0193-3973(91)90029-4 Elbedweihy, A. M., Jayawardhena, C., Elsharnouby, M. H., & Elsharnouby, T. H. (2016). Customer relationship building: The role of brand attractiveness and consumer–brand identification. Journal of Business Research, 69(8), 2901-2910. https://doi.org/https://doi.org/10.1016/j.jbusres.2015.12.059 Epley, N., Waytz, A., & Cacioppo, J. T. (2007). On seeing human: A three-factor theory of anthropomorphism. Psychological Review, 114(4), 864-886. https://doi.org/10.1037/0033-295x.114.4.864 Finn, A., Wang, L., & Frank, T. (2009). Attribute Perceptions, Customer Satisfaction and Intention to Recommend E-Services. Journal of Interactive Marketing, 23(3), 209-220. https://doi.org/https://doi.org/10.1016/j.intmar.2009.04.006 Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention and behaviour: An introduction to theory and research (Vol. 27). Folkes, V. S. (1984). Consumer Reactions to Product Failure: An Attributional Approach. Journal of Consumer Research, 10(4), 398-409. http://www.jstor.org/stable/2488909 Folkes, V. S., Koletsky, S., & Graham, J. L. (1987). A Field Study of Causal Inferences and Consumer Reaction: The View from the Airport. Journal of Consumer Research, 13(4), 534-539. https://doi.org/10.1086/209086 Fornell, C., & Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39-50. https://doi.org/10.2307/3151312 Fournier, S. (1998). Consumers and Their Brands: Developing Relationship Theory in Consumer Research. Journal of Consumer Research, 24, 343-373. https://doi.org/10.1086/209515 Fromm, E. (1994). Escape from freedom. Macmillan. Golossenko, A., Pillai, K. G., & Aroean, L. (2020). Seeing brands as humans: Development and validation of a brand anthropomorphism scale. International Journal of Research in Marketing, 37(4), 737-755. https://EconPapers.repec.org/RePEc:eee:ijrema:v:37:y:2020:i:4:p:737-755 Greenspan, S., Goldberg, D., Weimer, D., & Basso, A. (2000). Interpersonal trust and common ground in electronically mediated communication. https://doi.org/10.1145/358916.358996 Gremler, D., & Brown, S. (1999). The loyalty ripple effect: Appreciating the full value of customers. International Journal of Service Industry Management, 10, 271-293. https://doi.org/10.1108/09564239910276872 Haimson, O., & Tang, J. (2017). What Makes Live Events Engaging on Facebook Live, Periscope, and Snapchat. https://doi.org/10.1145/3025453.3025642 Hair, J. F., Anderson, R. E., Tatham, R. L., & Black, W. C. (1998). Multivariate data analysis. englewood cliff. New jersey, USA, 5(3), 207-2019. Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed a Silver Bullet. Journal of Marketing Theory and Practice, 19(2), 139-152. https://doi.org/10.2753/MTP1069-6679190202 Hazan, C., & Shaver, P. (1987). Romantic love conceptualized as an attachment process. Journal of Personality and Social Psychology, 52, 511-524. https://doi.org/10.1037/0022-3514.52.3.511 He, Y. Q., Zhou, Q., Guo, S. J., & Xiong, J. (2021). The matching effect of anthropomorphized brand roles and product messaging on product attitude. ASIA PACIFIC JOURNAL OF MARKETING AND LOGISTICS, 33(4), 974-993. https://doi.org/10.1108/APJML-12-2019-0725 Heider, F. (1958). The psychology of interpersonal relations. John Wiley & Sons Inc. https://doi.org/10.1037/10628-000 Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115-135. https://doi.org/10.1007/s11747-014-0403-8 Hoehle, H., Zhang, X., & Venkatesh, V. (2015). An espoused cultural perspective to understand continued intention to use mobile applications: A four-country study of mobile social media application usability. European Journal of Information Systems, 24(3), 337-359. https://doi.org/10.1057/ejis.2014.43 Hoffner, C. (1996). Children`s wishful identification and parasocial interaction with favorite television characters. Journal of Broadcasting & Electronic Media, 40(3), 389-402. https://doi.org/10.1080/08838159609364360 Hololive. (2022). Hololive. Retrieved 11/10 from https://en.hololive.tv/member Horton, D., & Richard Wohl, R. (1956). Mass Communication and Para-Social Interaction. Psychiatry, 19(3), 215-229. https://doi.org/10.1080/00332747.1956.11023049 Horton, D., & Strauss, A. (1957). Interaction in audience-participation shows. American Journal of Sociology, 62, 579-587. https://doi.org/10.1086/222106 Hosch, W. L. (2022, November 3). YouTube. Britannica. Retrieved December 17 from https://www.britannica.com/topic/Google-Inc Hu, M., Zhang, M., & Wang, Y. (2017). Why do audiences choose to keep watching on live video streaming platforms? An explanation of dual identification framework. COMPUTERS IN HUMAN BEHAVIOR, 75, 594-606. https://doi.org/https://doi.org/10.1016/j.chb.2017.06.006 Hudson, S., Matson-Barkat, S., Pallamin, N., & Jegou, G. (2019). With or without you? Interaction and immersion in a virtual reality experience. Journal of Business Research, 100, 459-468. https://doi.org/https://doi.org/10.1016/j.jbusres.2018.10.062 Hwang, I., & Kwon, H. (2016). Effects of demotion in loyalty programs on brand-switching intentions. Service Business, 10(3), 489-505. https://doi.org/10.1007/s11628-015-0279-9 Hwang, J., Choe, J. Y., Kim, H. M., & Kim, J. J. (2021). Human baristas and robot baristas: How does brand experience affect brand satisfaction, brand attitude, brand attachment, and brand loyalty? International Journal of Hospitality Management, 99, 103050. https://doi.org/https://doi.org/10.1016/j.ijhm.2021.103050 Jacoby, J., Speller, D. E., & Kohn, C. A. (1974). Brand Choice Behavior as a Function of Information Load. Journal of Marketing Research, 11(1), 63-69. https://doi.org/10.2307/3150994 Jones, E. E. (1972). Attribution: Perceiving the Causes of Behavior. General Learning Press. https://books.google.com.tw/books?id=KCW3AAAAIAAJ Kardefelt-Winther, D. (2014). Problematizing excessive online gaming and its psychological predictors. COMPUTERS IN HUMAN BEHAVIOR, 31, 118-122. Kock, N. (2015). Common method bias in PLS-SEM: A full collinearity assessment approach. International Journal of e-Collaboration, 11, 1-10. https://doi.org/10.4018/ijec.2015100101 Kock, N., & Lynn, G. (2012). Lateral collinearity and misleading results in variance-based SEM: An illustration and recommendations. Journal of the Association for information Systems, 13(7). Komiak, S., & Benbasat, I. (2006). The Effects of Personalization and Familiarity on Trust and Adoption of Recommendation Agents. MIS Quarterly, 30, 941-960. https://doi.org/10.2307/25148760 Komiak, S. X., & Benbasat, I. (2004). Understanding Customer Trust in Agent-Mediated Electronic Commerce, Web-Mediated Electronic Commerce, and Traditional Commerce. Information Technology and Management, 5(1), 181-207. https://doi.org/10.1023/B:ITEM.0000008081.55563.d4 Konya-Baumbach, E., Biller, M., & von Janda, S. (2023). Someone out there? A study on the social presence of anthropomorphized chatbots. COMPUTERS IN HUMAN BEHAVIOR, 139, Article 107513. https://doi.org/10.1016/j.chb.2022.107513 Kosa, M., & Uysal, A. (2020). Four Pillars of Healthy Escapism in Games: Emotion Regulation, Mood Management, Coping, and Recovery. In (pp. 63-76). https://doi.org/10.1007/978-3-030-37643-7_4 Kowalczyk, C., & Pounders, K. (2016). Transforming celebrities through social media: the role of authenticity and emotional attachment. Journal of Product & Brand Management, 25, 345-356. https://doi.org/10.1108/JPBM-09-2015-0969 Labrecque, L., Krishen, A., & Grzeskowiak, S. (2011). Exploring social motivations for brand loyalty: Conformity versus escapism. Journal of Brand Management, 18, 457-472. https://doi.org/10.1057/bm.2011.12 Labrecque, L. I. (2014). Fostering Consumer–Brand Relationships in Social Media Environments: The Role of Parasocial Interaction. Journal of Interactive Marketing, 28(2), 134-148. https://doi.org/https://doi.org/10.1016/j.intmar.2013.12.003 Lancelot Miltgen, C., Popovič, A., & Oliveira, T. (2013). Determinants of end-user acceptance of biometrics: Integrating the “Big 3” of technology acceptance with privacy context. Decision Support Systems, 56, 103-114. https://doi.org/https://doi.org/10.1016/j.dss.2013.05.010 Lee, C. S., & Ma, L. (2012). News sharing in social media: The effect of gratifications and prior experience. COMPUTERS IN HUMAN BEHAVIOR, 28(2), 331-339. https://doi.org/https://doi.org/10.1016/j.chb.2011.10.002 Lee, J. E., & Watkins, B. (2016). YouTube vloggers` influence on consumer luxury brand perceptions and intentions. Journal of Business Research, 69(12), 5753-5760. https://doi.org/https://doi.org/10.1016/j.jbusres.2016.04.171 Leong, L.-Y., Hew, T.-S., Tan, G. W.-H., & Ooi, K.-B. (2013). Predicting the determinants of the NFC-enabled mobile credit card acceptance: A neural networks approach. Expert Systems with Applications, 40(14), 5604-5620. https://doi.org/https://doi.org/10.1016/j.eswa.2013.04.018 Lewis, J. D., & Weigert, A. (1985). Trust as a Social Reality. Social Forces, 63(4), 967-985. https://doi.org/10.2307/2578601 Lewis, R., & Booms, B. (1983). The marketing of service quality in emerging perspectives on service marketing. Chicago, AMA, 99-107. Li, C.-Y., & Fang, Y.-H. (2019). Predicting continuance intention toward mobile branded apps through satisfaction and attachment. Telematics and Informatics, 43, 101248. https://doi.org/https://doi.org/10.1016/j.tele.2019.101248 Li, H., Li, L., Gan, C., Liu, Y., Tan, C.-W., & Deng, Z. (2018). Disentangling the factors driving users` continuance intention towards social media: A configurational perspective. COMPUTERS IN HUMAN BEHAVIOR, 85, 175-182. https://doi.org/https://doi.org/10.1016/j.chb.2018.03.048 Li, H., & Liu, Y. (2011). Post adoption behaviour of e-service users: An empirical study on Chinese online travel service users. Li, J., Fang, K., Sun, X., Li, Z., Wen, X., & Chan, W. K. V. (2022). Gulliver’s Game: Multiviewer and Vtuber Extreme Asymmetric Game. 2022 IEEE Conference on Games (CoG), Li, Y., & Peng, Y. (2021). What Drives Gift-giving Intention in Live Streaming? The Perspectives of Emotional Attachment and Flow Experience. International Journal of Human–Computer Interaction, 37(14), 1317-1329. https://doi.org/10.1080/10447318.2021.1885224 Lim, J. S., Choe, M.-J., Zhang, J., & Noh, G.-Y. (2020). The role of wishful identification, emotional engagement, and parasocial relationships in repeated viewing of live-streaming games: A social cognitive theory perspective. COMPUTERS IN HUMAN BEHAVIOR, 108, 106327. https://doi.org/https://doi.org/10.1016/j.chb.2020.106327 Lu, Z., Shen, C., Li, J., Shen, H., & Wigdor, D. J. (2021). More Kawaii than a Real-Person Live Streamer: Understanding How the Otaku Community Engages with and Perceives Virtual YouTubers. Proceedings of the 2021 CHI Conference on Human Factors in Computing Systems. Lv, L., Huang, M., & Huang, R. (2023). Anthropomorphize service robots: The role of human nature traits. The Service Industries Journal, 43(3-4), 213-237. Lv, X., Zhang, R., Su, Y., & Yang, Y. (2022). Exploring how live streaming affects immediate buying behavior and continuous watching intention: A multigroup analysis. Journal of Travel & Tourism Marketing, 39(1), 109-135. https://doi.org/10.1080/10548408.2022.2052227 Mamun, M. R. A., Prybutok, V. R., Peak, D. A., Torres, R., & Pavur, R. J. (2022). The role of emotional attachment in IPA continuance intention: An emotional attachment model. Information Technology & People, ahead-of-print(ahead-of-print). https://doi.org/10.1108/ITP-09-2020-0643 Martin, B., & Ballantine, P. (2005). Forming parasocial relationships in online communities. Advances in Consumer Research, 13(2), 197-202. McCroskey, J. C., & McCain, T. A. (1974). The measurement of interpersonal attraction. Speech Monographs, 41, 261-266. https://doi.org/10.1080/03637757409375845 McKnight, D. H., Choudhury, V., & Kacmar, C. (2002). Developing and validating trust measures for e-commerce: An integrative typology. Information Systems Research, 13, 334-359. https://doi.org/10.1287/isre.13.3.334.81 Meier, A., Meltzer, C., & Reinecke, L. (2018). Coping with Stress or Losing Control? Facebook-induced Strains Among Emerging Adults as a Consequence of Escapism versus Procrastination. In (pp. 167-186). https://doi.org/10.5771/9783845280455-167 Molinillo, S., Rejón-Guardia, F., & Anaya-Sánchez, R. (2022). Exploring the antecedents of customers’ willingness to use service robots in restaurants. Service Business. https://doi.org/10.1007/s11628-022-00509-5 Nijisanji. (2022). Nijisanji. Retrieved 11/10 from https://www.nijisanji.jp/talents Nunnally, J. C. (1978). Psychometric theory (2d ed ed.). McGraw-Hill. Oguchi, T., & Kikuchi, H. (2002). Voice and interpersonal attraction. Japanese Psychological Research, 39, 56-61. https://doi.org/10.1111/1468-5884.00037 Oliveira, T., Thomas, M., Baptista, G., & Campos, F. (2016). Mobile payment: Understanding the determinants of customer adoption and intention to recommend the technology. COMPUTERS IN HUMAN BEHAVIOR, 61, 404-414. https://doi.org/https://doi.org/10.1016/j.chb.2016.03.030 Pentina, I., Hancock, T., & Xie, T. (2023). Exploring relationship development with social chatbots: A mixed-method study of replika. COMPUTERS IN HUMAN BEHAVIOR, 140, 107600. https://doi.org/https://doi.org/10.1016/j.chb.2022.107600 PLAYBOARD. (2022a, December 12). Most Super Chatted Channels in Worldwide - Yearly. Retrieved December 12 from https://playboard.co/en/youtube-ranking/most-superchatted-all-channels-in-worldwide-yearly PLAYBOARD. (2022b). Most viewd V-Tuber channels in Worldwide. Retrieved 11/10 from https://playboard.co/en/youtube-ranking/most-viewed-v-tuber-channels-in-worldwide-total Podsakoff, P. M., MacKenzie, S. B., Lee, J. Y., & Podsakoff, N. P. (2003). Common method biases in behavioral research: A critical review of the literature and recommended remedies. J Appl Psychol, 88(5), 879-903. https://doi.org/10.1037/0021-9010.88.5.879 Purohit, S., Arora, R., & Paul, J. (2022). The bright side of online consumer behavior: Continuance intention for mobile payments. Journal of Consumer Behaviour, 21(3), 523-542. Qian, T. Y. (2022). Watching sports on Twitch? A study of factors influencing continuance intentions to watch Thursday Night Football co-streaming. Sport Management Review, 25(1), 59-80. https://doi.org/10.1080/14413523.2021.1930700 Riding, D., Lonsdale, D., & Brown, B. (2006). The Effects of Average Fundamental Frequency and Variance of Fundamental Frequency on Male Vocal Attractiveness to Women. Journal of Nonverbal Behavior, 30(2), 55-61. https://doi.org/10.1007/s10919-006-0005-3 Rihl, A., & Wegener, C. (2019). YouTube celebrities and parasocial interaction: Using feedback channels in mediatized relationships. Convergence, 25(3), 554-566. https://doi.org/10.1177/1354856517736976 Rubin, A. M., Perse, E. M., & Powell, R. A. (1985). Loneliness, parasocial interaction, and local television news viewing. Human Communication Research, 12, 155-180. https://doi.org/10.1111/j.1468-2958.1985.tb00071.x Rubin, R. B., & McHugh, M. P. (1987). Development of parasocial interaction relationships. Journal of Broadcasting & Electronic Media, 31(3), 279-292. https://doi.org/10.1080/08838158709386664 Sable, P. (2008). What is adult attachment? Clinical Social Work Journal, 36, 21-30. https://doi.org/10.1007/s10615-007-0110-8 Saputra, D. I. S., & Setyawan, I. (2021). Virtual YouTuber (VTuber) sebagai Konten Media Pembelajaran Online. Prosiding SISFOTEK, 5(1), 14 - 20. http://seminar.iaii.or.id/index.php/SISFOTEK/article/view/251 Sarkar, A., & Sarkar, J. G. (2022). Gift of fantasy: Investigating how fantasy in digital game impacts game brand immersion. Information Technology & People, ahead-of-print(ahead-of-print). https://doi.org/10.1108/ITP-11-2020-0809 Schamber, L., Eisenberg, M. B., & Nilan, M. S. (1990). A re-examination of relevance: Toward a dynamic, situational definition. Information Processing & Management, 26(6), 755-776. https://doi.org/https://doi.org/10.1016/0306-4573(90)90050-C Schultz, S., Kleine, R., & Kernan, J. (1989). These Are a Few of My Favorite Things: Toward an Explication of Attachment as a Consumer Behavior Construct. Advances in Consumer Research, 16, 359-366. Shen, H., Zhao, C., Fan, D. X. F., & Buhalis, D. (2022). The effect of hotel livestreaming on viewers’ purchase intention: Exploring the role of parasocial interaction and emotional engagement. International Journal of Hospitality Management, 107, 103348. https://doi.org/https://doi.org/10.1016/j.ijhm.2022.103348 Sheth, S., & Kim, J. (2017). Social media marketing: The effect of information sharing, entertainment, emotional connection and peer pressure on the attitude and purchase intentions. GSTF Journal on Business Review (GBR), 5(1). Singh, R. (2021). “Hey Alexa–order groceries for me”–the effect of consumer–VAI emotional attachment on satisfaction and repurchase intention. European Journal of Marketing. https://doi.org/10.1108/EJM-12-2019-0942/full/pdf?casa_token=uVEIChBd2GcAAAAA:jt5GInrunkbicoCUBEyQ5UDOvEk1sD3Ayjsu9EPw81JuzQOwdo29PkmJSk6aQ0KEL5l5pq4jvsJyO0FghtuHwigVFS0sZB4F0Qyd4UCAIBg4GGbqtw Šisler, V., Pötzsch, H., Hannemann, T., Cuhra, J., & Pinkas, J. (2022). History, Heritage, and Memory in Video Games: Approaching the Past in Svoboda 1945: Liberation and Train to Sachsenhausen. Games and Culture, 17(6), 901-914. https://doi.org/10.1177/15554120221115402 Sánchez-Fernández, R., & Jiménez-Castillo, D. (2021). How social media influencers affect behavioural intentions towards recommended brands: The role of emotional attachment and information value. Journal of Marketing Management, 37(11-12), 1123-1147. https://doi.org/10.1080/0267257X.2020.1866648 Stander, F. W. (2016). Escapism motive for sport consumption as a predictor of meaning in life. Journal of Psychology in Africa, 26(2), 113-118. https://doi.org/10.1080/14330237.2016.1163892 Talukder, M. S., Chiong, R., Bao, Y., & Hayat Malik, B. (2019). Acceptance and use predictors of fitness wearable technology and intention to recommend. Industrial Management & Data Systems, 119(1), 170-188. https://doi.org/10.1108/IMDS-01-2018-0009 Tehseen, S., Ramayah, T., & Sajilan, S. (2017). Testing and Controlling for Common Method Variance: A Review of Available Methods. Journal of Management Sciences, 4, 142-168. https://doi.org/10.20547/jms.2014.1704202 Teng, H.-Y., & Chen, C.-Y. (2021). Restaurant Innovativeness and Brand Attachment: The Role of Memorable Brand Experience. Journal of Hospitality & Tourism Research, 109634802110420. https://doi.org/10.1177/10963480211042065 Thomson, M., MacInnis, D. J., & Whan Park, C. (2005). The Ties That Bind: Measuring the Strength of Consumers’ Emotional Attachments to Brands. Journal of Consumer Psychology, 15(1), 77-91. https://doi.org/https://doi.org/10.1207/s15327663jcp1501_10 Tiamiyu, T., Quoquab, F., & Mohammad, J. (2020). Antecedents and consequences of tourists’ attachment in driving guests’ booking intention: A case of Airbnb, Malaysia. International Journal of Culture, Tourism and Hospitality Research, ahead-of-print. https://doi.org/10.1108/IJCTHR-11-2019-0200 UserLocal. (2022, November 29). 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）. Retrieved December 12 from https://www.userlocal.jp/press/20221129vt/ Wang, S.-J., Hsu, C.-P., Huang, H.-C., & Chen, C.-L. (2015). How readers’ perceived self-congruity and functional congruity affect bloggers’ informational influence. Online Information Review, 39(4), 537-555. https://doi.org/10.1108/OIR-02-2015-0063 Warshaw, P. R., & Davis, F. D. (1985). Disentangling behavioral intention and behavioral expectation. Journal of Experimental Social Psychology, 21(3), 213-228. https://doi.org/https://doi.org/10.1016/0022-1031(85)90017-4 Weiner, B. (1992). Human motivation: Metaphors, theories, and research. Sage Publications, Inc. Wheaton, M. G., Prikhidko, A., & Messner, G. R. (2020). Is Fear of COVID-19 Contagious? The Effects of Emotion Contagion and Social Media Use on Anxiety in Response to the Coronavirus Pandemic. Front Psychol, 11, 567379. https://doi.org/10.3389/fpsyg.2020.567379 Woodruff, J. (1985). A spate of words, full of sound & fury, signifying nothing: Or, how to read in harlequin. Journal of Popular Culture, 19(2), 25. Wulf, T., Schneider, F. M., & Queck, J. (2021). Exploring Viewers` Experiences of Parasocial Interactions with Videogame Streamers on Twitch. Cyberpsychology, Behavior, and Social Networking, 24(10), 648-653. https://doi.org/10.1089/cyber.2020.0546 Xu, X., Wu, J.-H., & Li, Q. (2020). What Drives Consumer Shopping Behavior in Live Streaming Commerce. Journal of Electronic Commerce Research, 21, 144. Xu, Y., & Chen, Z. (2006). Relevance judgment: What do information users consider beyond topicality? Journal of the American Society for Information Science and Technology, 57, 961-973. https://doi.org/10.1002/asi.20361 Zhang, X., & Choi, J. (2022). The Importance of Social Influencer-Generated Contents for User Cognition and Emotional Attachment: An Information Relevance Perspective. Sustainability, 14, 6676. https://doi.org/10.3390/su14116676 Zhang, X., Wu, Y., & Liu, S. (2019). Exploring short-form video application addiction: Socio-technical and attachment perspectives. Telematics and Informatics, 42, 101243. https://doi.org/https://doi.org/10.1016/j.tele.2019.101243 Zhao, H., & Zhang, M. (2020). The Role of Guanxi and Positive Emotions in Predicting Users` Likelihood to Click the Like Button on WeChat. Front Psychol, 11, 1736. https://doi.org/10.3389/fpsyg.2020.01736 Zheng, X., Men, J., Xiang, L., & Yang, F. (2020). Role of technology attraction and parasocial interaction in social shopping websites. International Journal of Information Management, 51, 102043. https://doi.org/https://doi.org/10.1016/j.ijinfomgt.2019.102043 Zuckerman, M., & Driver, R. E. (1989). What sounds beautiful is good: The vocal attractiveness stereotype. Journal of Nonverbal Behavior, 13(2), 67-82. https://doi.org/10.1007/BF00990791 黃紀芸. (2022). 影響觀眾支持VTuber之關鍵因素 -運用AHP方法東吳大學. 台北市. https://hdl.handle.net/11296/7cs67z 溫育佳. (2008). 顧客間負面互動對服務評價之影響-以歸因理論來探討東吳大學. 台北市. https://hdl.handle.net/11296/8669tz 葉姝庭. (2022). 擬人化對虛擬代言人態度、品牌態度及購買意願之影響國立臺灣科技大學. 台北市. https://hdl.handle.net/11296/6v58dc 資策會產業情報研究所. (2021, November 29). 【社群與通訊消費者調查系列一】「限動」最吸引網友行銷掌握黃金1分鐘原則　網友起床優先看Line群組年輕族群更愛看IG. Retrieved December 17 from https://mic.iii.org.tw/news.aspx?id=611&List=1 維基百科. (2023a, January 20). 中之人. 維基百科，自由的百科全書. Retrieved July 5 from https://zh.wikipedia.org/w/index.php?title=%E4%B8%AD%E4%B9%8B%E4%BA%BA&oldid=75608363 維基百科. (2023b, June 28). 兔田佩克拉. 維基百科，自由的百科全書. 數位時代. (2018, December 15). 日本2018網路流行語第一名：VTuber. Retrieved December 17 from https://www.bnext.com.tw/article/51631/japan-vtuber-2018
Description:	碩士國立政治大學資訊管理學系 110356036
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G0110356036
Data Type:	thesis
Appears in Collections:	[資訊管理學系] 學位論文

Files in This Item:

File	Description	Size	Format
603601.pdf		3474Kb	Adobe PDF2	0	View/Open

All items in 政大典藏 are protected by copyright, with all rights reserved.

社群 sharing

著作權政策宣告 Copyright Announcement

1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.

DSpace Software Copyright © 2002-2004 MIT & Hewlett-Packard / Enhanced by NTU Library IR team Copyright © - Feedback