現今的科技日新月異，迅速發展，人們會使用社交媒體滿足自己的需求，其中實時串流平台這種同步的社交媒體與現今的FaceBook、Twitter不同，允許使用者第一時間的與互聯網上的其他人進行互動。直播串流也成為了現代人流行運用的網路服務之一。現行的直播主類型也五花八門，吸引使用者觀看與滿足他們觀看直播的動機。
虛擬直播主填補了虛擬與真實之間的空隙。角色們跳脫真人的外表，又如真人具有鮮明的個性，其創造出的虛擬陪伴感，快速獲得觀看者們的認同，也推升了寂寞經濟的發展。本研究欲探討了粉絲對虛擬直播主持續贊助意圖產生之前置因素，了解虛擬直播主的擬人化特性與觀看者的感知價值之間的關係，以了解粉絲會對使用者自創內容提出持續性無償消費的消費行為形成動機。
本研究利用線上問卷的方式蒐集樣本資料，總共回收359份有效樣本，並透過統計軟體，SmartPLS 3.2.9與SPSS進行分析驗證，本研究模型及設計構面具有良好之信效度。研究結果顯示，粉絲對虛擬直播主直播內容感知價值會對該虛擬直播主滿意度進而影響持續性的贊助意圖，虛擬直播主之人際吸引力會影響粉絲對虛擬直播主的情感依戀進而解釋為何粉絲會對虛擬直播主產生持續贊助之意圖具有正向之影響。最後，根據研究結果顯示提出理論面以及實務面上之貢獻與未來研究建議，期望對未來相關領域研究能有所幫助。

With the rapid development of today's technology, people are using social media to meet their needs. The live streaming platform is a synchronized social media that allows users to interact with other people on the Internet in the first place, unlike today's FaceBook and Twitter. Live streaming has also become one of the popular Internet services used by modern people. There are various types of live streamers available to attract users and satisfy their motivation to watch live streams.
Virtual streamers fill the gap between the virtual and the real world. The characters have stable appearance and have varity personalities like real people, creating a sense of virtual companionship that quickly gains the recognition of viewers and boosts the development of the lonely economy. This study aims to investigate the factors that precede the emergence of fans' intention to continuously sponsor virtual live streaming, to understand the relationship between the anthropomorphic characteristics of virtual live streamers and the perceived value of viewers, and to understand the motivation of fans to propose continuous unpaid consumption of user-created content.
Three are total of 359 valid samples were collected through an online questionnaire and analyzed by statistical software such as SmartPLS 3.2.9 and SPSS, to verify the reliability of the model and design constructs of this study. The results of the study showed that the perceived value of the content of the virtual live streamer would influence the satisfaction of the virtual live streamer, which in turn would influence the intention of continuous sponsorship. Finally, we propose theoretical and practical contributions and suggestions for future research based on the results of the study, in the hope that they will be useful for future research in this field.

論文審定書i
摘要ii
Abstractiii
第一章緒論1
第一節研究背景1
第二節研究動機3
第三節研究問題與目的5
第四節研究方法與流程6
第二章文獻探討7
第一節虛擬直播主7
第二節C-A-C模型10
第三節人際吸引力(Interpersonal Attraction)11
第四節感知價值(Perceived Value)14
第五節感知價值、滿意度與行為意圖關係17
第六節擬人化19
第七節情感依戀20
第八節持續贊助意願21
第三章研究方法22
第一節研究模型22
第二節研究假說23
第三節操作型定義26
第四節研究設計27
第四章數據分析32
第一節樣本基本資料分析32
第二節衡量模型35
一、信度(Reliability)35
二、收斂效度(Convergent Validity)36
三、區別效度(Discriminant Validity)39
四、內容效度(Content Validity)40
五、共線性(Multicollinearity)40
第三節假說驗證45
第五章結論與建議47
第一節、研究結論47
第二節、理論貢獻49
第三節、實務貢獻49
第四節、研究限制與未來研究方向50
Reference52
附錄、本研究正式問卷61

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