虛擬角色也可以「抖內」？以可愛認知評價探討虛擬主播（VTuber）直播中的打賞行為意圖
Tipping to avatars? Exploring behavioral intention of donating in Virtual YouTuber’s (VTuber) live streaming with kawaii cognitive appraisal.

蔡征軒

虛擬直播主(VTuber)為以虛擬形象結合真人操控的新型直播形式，於 YouTube 上獲得巨額打賞。VTuber 的形象多含可愛(kawaii)屬性，本研究透過 線上實驗法探究對直播主的可愛認知評價對打賞行為意圖之影響。 研究結果顯示，可愛屬性對觀眾對其之可愛認知評價有正向影響。可愛認知 評價對吸引力、感知價值、擬社會關係、希望性認同與情感涉入均正向影響，且 希望性認同與情感涉入對擬社會關係均正向影響，擬社會關係與可愛認知評價對 打賞意圖均正向影響。

Virtual YouTubers (VTubers), a new genre of live streaming that combines virtual apperance via avatars with real-time performance, are receiving huge sums of donation on YouTube. Originated from the Japanese anime style, VTuber’s avatars mostly contain kawaii attributes. This study explores the effect of audiences’ cognitive evaluation of kawaii on the intention of donation behavior through an online experiment. The results show that kawaii attributes have a positive effect on the audience's cuteness evaluation. The cognitive evaluation of cuteness has a positive effect on attractiveness, perceived value, parasocial relationship, wishful identity and emotional engagement, both wishful identity and emotional engagement have a positive effect on parasocial relationship, parasocial relationship and cuteness have a positive effecton donating intention.

可愛;打賞意圖;認知評價;擬社會關係;虛擬直播主

kawaii, donating intention, cognitive appraisal, parasocial relationship, Virtual YouTubers (VTubers)

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虛擬角色也可以「抖內」？以可愛認知評價探討虛擬主播（VTuber）直播中的打賞行為意圖