探討數位陪伴下VTuber人際吸引力與黏著意願關係之研究

A Study on the Relationship between Interpersonal Attractiveness and Stickiness Intention of VTubers under Digital Companionship

隨著虛擬網紅（VTuber）產業的迅速發展，閱聽眾對於VTuber內容的黏著意願成為值得關注的議題。本研究旨在探討影響閱聽眾觀看VTuber的黏著意願之關鍵因素，並建構一個綜合性模型來分析身體吸引力、社會吸引力、專業吸引力、互動性與娛樂性對黏著意願的影響。本研究採用量化研究方法，透過問卷調查方式蒐集資料進行統計分析。研究結果顯示，VTuber的身體吸引力、社會吸引力及專業吸引力對閱聽眾的黏著意願具有顯著影響。此外，互動性與娛樂性亦在增強閱聽眾觀看VTuber的行為中扮演關鍵角色。本研究的發現不僅有助於理論發展，也對VTuber產業實務具有重要意涵。研究結果可為VTuber內容創作者與平台經營者提供策略參考，以提升觀眾參與度與黏著度，進一步增強閱聽眾數位陪伴的意願。

With the rapid development of the virtual Youtuber (VTuber) industry, the willingness of audiences to engage with VTuber content has become a significant issue. This study aims to explore the key factors influencing audiences' willingness to engage with VTubers and constructs a comprehensive model to analyze the impact of physical attractiveness, social attractiveness, professional attractiveness, interactivity, and entertainment on stickiness. This study employs quantitative research methods, collecting data through questionnaires and conducting statistical analysis. The results show that the physical attractiveness, social attractiveness, and professional attractiveness of VTubers have a significant impact on audiences' willingness to engage. Furthermore, interactivity and entertainment also play a crucial role in enhancing audiences' behavior when watching VTubers. The findings of this study not only contribute to theoretical development but also have important implications for VTuber industry practices. The results can provide strategic references for VTuber content creators and platform operators to improve audiences' stickiness, further enhancing audiences' willingness to digitally engage with content.