中國與台灣VTuber閱聽人之消費者行為研究

2022年，全球Youtube Super chat年排行中，VTuber獨佔了前八的名次。榜單上除了日語系VTuber外，也有以歐美受眾為主的英語系VTuber，顯見VTuber逐漸成為全球性的閱聽文化。本文以中國及臺灣的VTuber閱聽人為研究對象，經由了解消費行為而剖析消費模式與動機。利用問卷調查，深入了解用戶在不同消費行為和消費偏好中的消費意向。結果發現，中國與台灣的VTuber閱聽人在消費模式和偏好上存在一定的差異，並且受眾群體在消費動機上也存在差異。此外，研究還發現，VTuber閱聽人的消費行為具有較強的社交屬性。部分受眾群體經由觀看VTuber直播，與同其他粉絲交流互動，又或者組建了相關的粉絲群，更進一步促進了VTuber相關產品的傳播和推廣，也使企業和機構提供了更加廣闊的市場和合作機會。基於以上的發現，建議相關企業和機構應該充分利用社交媒體平臺，積極與VTuber受眾群體互動和溝通，提供更加個性化和多樣化的產品和服務，以滿足受眾群體的需求和興趣，並且擴大自身的市場影響力。

關鍵字

VTuber ；虛擬直播主；消費者行為；問卷調查；消費意向

並列摘要

In 2022, among the global ranking of Super Chat on YouTube, the top eight positions were exclusively held by VTubers. Besides Japanese VTubers, there were also English-speaking VTubers whose audience mainly consists of Europeans and Americans, indicating that VTubers are gradually becoming a global cultural phenomenon. This study focuses on the audience of VTubers in mainland China and Taiwan, analyzing their consumption patterns and motivations by understanding their consumer behavior through in-depth interviews and surveys. We found that there are certain differences in consumption patterns and preferences between the VTuber audience in these two regions, and also differences in their consumption motivations. Moreover, the study found that the consumption behavior of the VTuber audience has strong social attributes. Some of the audience members interact with other fans by watching VTuber live streams or joining related fan groups. These communities further promote the dissemination and promotion of VTuber-related products, and provide companies and organizations with broader market and cooperation opportunities. Based on these findings, we suggest that relevant companies and organizations should fully utilize social media platforms to actively interact and communicate with VTuber audiences, provide more personalized and diversified products and services to meet the audience's needs and interests, and expand their market influence.