| 摘要: | 近年來，元宇宙相關產業越來越受關注，虛擬網紅即是備受關注的項目之一。在疫情的推波助瀾下，民眾的閱聽習慣從過去有線媒體，逐漸轉向線上串流影音平台、線上直播平台，因此利用直播與觀眾進行互動的虛擬網紅的熱度益形成長，同時也被許多企業認為是品牌行銷的有利因素之一，本研究從虛擬網紅的收益方式來探討人們迷戀虛擬網紅的原因，將來源可信度、來源吸引力作為虛擬網紅的特質，加上感知價值做為觀眾觀看虛擬網紅的直播時主觀感受，並加入情感依戀作為中介變數，並提出七項直接效果假說及十二項的中介效果假說。
研究結果顯示可信度、熟悉度、享樂價值、象徵價值會驅動情感依戀，情感依戀則可觸發抖內與購買周邊商品；中介效果的12條路徑中，共有8條獲得支持。唯相似度及效用價值在直接效果與中介效果都未達到統計顯著，因此不會是觀眾願意抖內或購買周邊商品的主要因素。研究結果的管理意涵，對消費者/觀眾而言，應更關注虛擬網紅所散發出來的特質及市場變化；對企業而言，應思考如何增加虛擬網紅的價值並增加觀眾的情感依戀；對相關政府機構而言，應對虛擬網紅相關科技與議題進行推動及制訂法規。
Recently, the metaverse-related industry has been attracting more and more attention, and virtual influencers are one of the focuses. Due to the impact of the pandemic, people's viewing habits have gradually shifted from cable TV to online streaming platforms and live streaming platforms. Therefore, the popularity of virtual influencers who interact with the audience through live broadcasts has gradually grown. At the same time, it is considered by many companies as one of the advantageous factors in brand marketing. This study explores the reasons why people are fascinated by virtual influencers from the perspective of their earnings. The credibility and attractiveness of the source are considered as the characteristics of the virtual influencers. The perceived value is viewed as the subjective feeling of the audience when watching the live broadcast of the virtual influencers. Emotional attachment is added as a mediator variable, and 7 direct effect hypotheses and 12 mediating effect hypotheses are proposed.
The research results show that credibility, familiarity, hedonic value, and symbolic value drive emotional attachment, which can trigger donations and purchase of peripheral products. Among the 12 paths of the mediating effect, 8 are supported. However, similarity and utility value did not achieve statistical significance in both direct effects and mediating effects, so they are not the main factors for the audience to donate or purchase peripheral products. Suggestions are made to consumers and related businesses based on the research results. For consumers/audience, they should pay more attention to the characteristics and market changes of virtual influencers; for businesses, they should consider how to increase the value of virtual influencers and increase the emotional attachment of the audience; for relevant government agencies, they should promote and formulate regulations for technology and issues related to virtual influencers. |
