研究通過與粉絲的面對面訪談和在線論壇來討論虛擬實況主所能創造的各種價值，具體討論的價值是宗教、娛樂和社會價值，同時還有其他價值。討論宗教價值是因為粉絲們進行了類似宗教的行為，如崇拜、供奉和招募。通過討論，只有少數粉絲將虛擬實況主視為一種宗教，大多數人認為它是娛樂。
因此，我們通過應用 "遊戲 "的概念來討論虛擬實況主的娛樂價值，其中考慮了6個要素。結論是，虛擬實況主符合 "遊戲 "的概念，但它不僅滿足娛樂價值，如快樂，而且還滿足社會價值，如對個人的參與和激勵。

The research was conducted through face-to-face interviews and online forums with fans to discuss the various values that Virtual Youtubers can create, values that were specifically discussed were religious, entertainment and social values, accompanied by others. Religious values were discussed because fans perform religious-like actions such as worshipping, offerings, and recruitments. Through discussion only minor fans see Virtual Youtubers as a religion, and majority consider it as entertainment.
Therefore, we discuss the entertainment value of Virtual Youtubers through applying concepts of a “game,” for which 6 elements were considered. It was concluded that Virtual Youtubers meet the concept of a “game,” but it does not only satisfy the entertainment values such as joy, but it also fulfills social values such as involvement and motivation for an individual.

Table of content
Thesis Validation Form.................................................................................................................. i
摘 要...................................................................................................................ii
Abstract.........................................................................................................iii
Chapter 1: Introduction..................................................................................................... 1
Chapter 2: Literature Review ........................................................................................................ 3
2.1 The Virtual World................................................................................................................ 3
2.2 Virtual Youtubers ................................................................................................................ 5
2.3 Religious values................................................................................................................... 7
2.4 Games and Play................................................................................................................. 11
2.4.1 Rules.............................................................................................................11
2.4.2 Goals and objectives .................................................................................................. 11
2.4.3 Outcome and feedback .............................................................................................. 11
2.4.4 Interaction...................................................................................................12
2.4.4 Conflict, competition and opposition......................................................................... 12
2.4.5 Representation.............................................................................................. 12
Chapter 3: Methodology ............................................................................................................. 13
3.1 Method- Qualitative.................................................................................................... 13
3.2 Process .............................................................................................................................. 13
Chapter 4: Analysis...................................................................................................................... 16
4.1 Religion.............................................................................................................................. 16
4.1.1 Religious Behavior: Recruitment................................................................................ 16
4.1.2 Religious Behavior: Contributions.............................................................................. 18
4.1.3 Celebrity worship- parasocial relationships............................................................... 21
4.2 Social and entertainment value through games............................................................... 25
4.2.1 Rules................................................................................................................26
4.2.2 Goals and objectives ........................................................................................... 27

4.2.3 Outcome and feedback ....................................................................................... 28
4.2.4 Interaction.....................................................................................................31
4.2.5 Conflict, competition, and opposition................................................................. 35
4.2.6 Representation ...............................................................................................36
Chapter 5: Suggestions................................................................................................... 45
5.1 Conclusion ..................................................................................................................... 45
5.2 Suggestions.............................................................................................. 47
5.3Limitations.................................................................................................47
References.......................................................................................................49
Appendices.....................................................................................................57
Appendix A: General questions of interview .......................................................................... 57
Appendix B: Message responses............................................................................................. 58
Appendix C: Audio Responses................................................................................................. 61
Appendix D: Gachikoi .............................................................................................................. 68

Ammerman, N. T. (2014). Finding religion in everyday life. Sociology of Religion, 75(2), 189-207.

Anderson, J., & Rainie, L. (2014). Digital Life in 2025: Experts Predict the Internet Will Become “Like Electricity’-less visible, yet more deeply embedded in people’s lives for good and ill. Pew Research Center, 11.
https://www.pewresearch.org/internet/2014/03/11/digital-life-in-2025/

Assadi, D. (2003). Do religions influence customer behavior? Confronting religious rules and marketing concepts. Databases, 22(10), 2-13.

Ballantine, P. W., & Martin, B. A. (2005). Forming parasocial relationships in online communities. ACR North American Advances. https://www.acrwebsite.org/volumes/v32/acr_vol32_83.pdf

Berger, C. R. (1986). Uncertain outcome values in predicted relationships: Uncertainty reduction theory then and now. Human Communication Research, 13(1), 34-38.
https://academic.oup.com/hcr/article-abstract/13/1/34/4584096?login=false

Branch, S. E., Wilson, K. M., & Agnew, C. R. (2013). Committed to Oprah, Homer, or House: Using the investment model to understand parasocial relationships. Psychology of Popular Media Culture, 2(2), 96.
https://docs.lib.purdue.edu/cgi/viewcontent.cgi?article=1066&context=psychpubs

Cialdini, R. B., Borden, R. J., Thorne, A., Walker, M. R., Freeman, S., & Sloan, L. R. (1976). Basking in reflected glory: Three (football) field studies. Journal of personality and social psychology, 34(3), 366.
https://doi.apa.org/doiLanding?doi=10.1037%2F0022-3514.34.3.366

Cieciuch, J., & Schwartx, S. H. (2017). Values and Human Being. In J. F. Dovidio & M. van Zomeren (Ed.), The Oxford Handbook of the Human Essence (Section 3 Cultural Embeddedness Chapter 18). Oxford University Press.

Clarke, P. B., & Somers, J. (2013). Japanese New Religions in the West. Routledge.

Crook, S., & Hung, K. H. (2021, January 13). Feeding the Departed: Taiwan’s Food Offering Tradition. Taiwan Business Topics.
https://topics.amcham.com.tw/2021/01/taiwan-food-offering-traditions/

Davis, A., Murphy, J., Owens, D., Khazanchi, D., & Zigurs, I. (2009). Avatars, people, and virtual worlds: Foundations for research in metaverses. Journal of the Association for Information Systems, 10(2), 1.
https://digitalcommons.unomaha.edu/cgi/viewcontent.cgi?article=1021&context=isqafacpub

Dionisio, J. D. N., III, W. G. B., & Gilbert, R. (2013). 3D virtual worlds and the metaverse: Current status and future possibilities. ACM Computing Surveys (CSUR), 45(3), 1-38.
https://dl.acm.org/doi/pdf/10.1145/2480741.2480751?casa_token=9wS30NiQaEUAAAAA:OmxkRCpqjIrRMgUJXGMV2DNK3ZnDlCHkzdmC6SzFtXmFaKKRRD3A5FphVj5_1aRhyezWo3VRj_gE

Echeverri, P., & Skålen, P. (2011). Co-creation and co-destruction–a practice theory-based study of interactive value formation. Marketing Theory, 11(3), 351–373
https://doi.org/10.1177%2F1470593111408181

Ellison, C. G., Gay, D. A., & Glass, T. A. (1989). Does religious commitment contribute to individual life satisfaction. Social forces, 68 (1), 100-123.
https://web.p.ebscohost.com/ehost/pdfviewer/pdfviewer?vid=0&sid=78905c40-3506-4da5-863b-f5c1ce1f5aae%40redis

Ferriss, S. (2007). Chick flicks and chick culture. Post Script-Essays in Film and the Humanities, 27(1), 32-49.

Galbraith, P. W. (2020). ‘Idols’ in Japan, Asia and the world. In A. Elliott (Ed.), Routledge Handbook of Celebrity Studies (Part III Non-Western Celebrity). Routledge.

Gannon, K. (2018). Parasocial relationships with fictional characters in therapy. https://digitalcommons.lesley.edu/expressive_theses/77/

Gibson, J. J. (1979). The ecological approach to visual perception Boston: Houghton Mifling, c1979.

Higgins, E. T., & Scholer, A. A. (2009). Engaging the consumer: The science and art of the value creation process. Journal of Consumer Psychology, 19(2), 100-114. https://onlinelibrary.wiley.com/doi/pdf/10.1016/j.jcps.2009.02.002?casa_token=8dDTCaiTVJAAAAAA:-Jy8HFvQLGQ5TLUq5N7NyzII51FJoA3PhBox9r-vNOBtf1akmktSDa-TPUAHoLk8h34ZNLu1Yq3qtM0

Jerslev, A. (2016). Media times| in the time of the microcelebrity: celebrification and the YouTuber Zoella. International journal of communication, 10, 19.
https://ijoc.org/index.php/ijoc/article/viewFile/5078/1822

Kurtin, K. S., O'Brien, N., Roy, D., & Dam, L. (2018). The development of parasocial interaction relationships on YouTube. The Journal of social media in Society, 7(1), 233-252.
https://www.thejsms.org/index.php/JSMS/article/view/304

Kutthakaphan, R., & Chokesamritpol, W. (2013). The Use of Celebrity Endorsement with the Help of Electronic Communication Channel (Instagram): Case study of Magnum Ice Cream in Thailand (Dissertation). http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-19135

Lee, W. (2018, November 18). Netflix and Amazon spark animation revival, spending heavily in quest for binge-worthy shows. Los Angeles Times.
https://www.latimes.com/business/hollywood/la-fi-ct-animation-streaming-20181118-story.html

Li, J., Lu, Z., Shen, C., Shen, H., & Wigdor, D., (2021). More Kawaii than a Real-Person Live Streamer: Understanding How the Otaku Community Engages with and Perceives Virtual YouTubers. ACM Digital Library, 137, 1-14.
https://doi.org/10.1145/3411764.3445660

Liu, J. K. K. (2013). Idol worship, religiosity, and self-esteem among university and secondary students in Hong Kong.
http://ssweb.cityu.edu.hk/download/RS/E-Journal/Vol2/journal2.pdf

Madrigal, R. (2006). Measuring the multidimensional nature of sporting event performance consumption. Journal of Leisure Research, 38(3), 267-292.
https://www.tandfonline.com/doi/pdf/10.1080/00222216.2006.11950079?casa_token=rhv81KDrLxwAAAAA:M-OWd7My_WZfZ_lPshjfB14RsybeYhrAO3Ao-naGu_PAVoczoqvcEnrMniY6YRGkKJGvEGim8mkK

Matsuoka, H., Chelladurai, P., & Harada, M. (2003). Direct and interaction effects of team identification and satisfaction on intention to attend games. Sport Marketing Quarterly, 12(4). https://web.s.ebscohost.com/ehost/detail/detail?vid=0&sid=a8fc55ce-1dba-4163-b224-fc04516af64a%40redis&bdata=Jmxhbmc9emgtdHcmc2l0ZT1laG9zdC1saXZl#AN=12519942&db=bth

McVeigh, B. J. (2006). Review of Islands of Eight Million Smiles: Idol Performance and Symbolic Production in Contemporary Japan, by H. Aoyagi. Journal of Japanese Studies, 32(2), 462–467. http://www.jstor.org/stable/25064662

Michel, P. (2018). Kizuna AI's NHK appearance sparks debate on social media. The Japan Times. The Japan Times. https://www.japantimes.co.jp/news/2018/10/13/national/media-national/kizuna-ais-nhk-appearance-sparks-debate-social-media/

Nichols, R. (1976). Fantasy and Escapism. Canadian Children's Literature/Littérature canadienne pour la jeunesse, 20-20.

Ogawa, K., Kawabata, M., Kaneko, M., Sato, R., Kijima, M., Hanamoto, D., Asano, T., Kogure, N., & Kim, H. (2021). Adaptations, Revisions, and Reworking of Landmark Texts: Japanese Adaptations of Lewis Carroll’s Alice’s Adventures in Wonderland. MEJO, 5.
https://melow.in/public/uploads/article/103.pdf

Ogawa, N. (2015, July 27). Why do Japanese people offer money at shrines when they prayed? Kokugakuin Media. https://www.kokugakuin.ac.jp/en/article/11250

Park, J. K. (2005). ‘Creating My Own Cultural and Spiritual Bubble’: Case of Cultural Consumption by Spiritual Seeker Anime Fans. Culture and Religion, 6(3), 393-413.

Peyron, D. (2018). Fandom names and collective identities in contemporary popular culture. Transformative works and cultures, 28.
https://journal.transformativeworks.org/index.php/twc/article/download/1468/1923?inline=1

Play Board. (n.d.). Most Super Chatted. https://playboard.co/en/youtube-ranking/most-superchatted-all-channels-in-worldwide-total

Prensky, M. (2001). Fun, play and games: What makes games engaging. Digital game-based learning, 5(1), 5-31. http://www.autzones.com/din6000/textes/semaine13/Prensky(2001).pdf

Rabionet, S. E. (2011). How I learned to design and conduct semi-structured interviews: an ongoing and continuous journey. Qualitative Report, 16(2), 563-566.
https://files.eric.ed.gov/fulltext/EJ926305.pdf

Reysen, S., Plante, C. N., Chadborn, D., Roberts, S. E., & Gerbasi, K. C. (2021). Transported to Another World: The Psychology of Anime Fans.

Rönnhed, J., & Wiksborg, S. (2021). Virtual Influencers, Friends to Listen to? Department of Business Administration. Lund University.
http://lup.lub.lu.se/student-papers/record/9056910

Rubin, A. M., & Perse, E. M. (1987). Audience activity and soap opera involvement a uses and effects investigation. Human communication research, 14(2), 246-268. https://onlinelibrary.wiley.com/doi/abs/10.1111/j.1468-2958.1987.tb00129.x

Russ, S. W. (2003). Play and creativity: Developmental issues. Scandinavian journal of educational research, 47(3), 291-303.
https://www.tandfonline.com/doi/pdf/10.1080/00313830308594?casa_token=e0t4w48Dp6kAAAAA:LagJwu1VSUEhfW1cggrS7Bi2-WtLvDNAOZ4PYDPetj5qSJGW-vRbm28KNc7K8H4LO1q8VC09dQj3

Sharma, A. (2012). Problematizing Religious Freedom. Springer Dordrecht.
https://doi.org/10.1007/978-90-481-8993-9

Sofaer, S. (1999). Qualitative methods: what are they and why use them?. Health services research, 34(5 Pt 2), 1101.
https://www.ncbi.nlm.nih.gov/pmc/articles/PMC1089055/pdf/hsresearch00022-0025.pdf

Sood, S., & Rogers, E. M. (2000). Dimensions of parasocial interaction by letter-writers to a popular entertainment-education soap opera in India. Journal of Broadcasting & Electronic Media, 44(3), 386-414.
https://www.tandfonline.com/doi/abs/10.1207/s15506878jobem4403_4?journalCode=hbem20

Spilka, B. (2005). Religious practice, ritual, and prayer. Handbook of the psychology of religion and spirituality, 365-377.
https://psipp.itb-ad.ac.id/wp-content/uploads/2020/10/Raymond-F.-Paloutzian-PhD-Crystal-L.-Park-PhD-Handbook-of-the-Psychology-of-Religion-and-Spirituality-2005-The-Guilford-Press.pdf#page=384

Starbuck, W. H., & Webster, J. (1991). When is play productive? Accounting, Management and Information Technologies, 1(1), 71-90.

Tajfel, H., Turner, J. C., Austin, W. G., & Worchel, S. (1979). An integrative theory of intergroup conflict. Organizational identity: A reader, 56(65), 9780203505984-16.
https://books.google.com.tw/books?hl=zh-TW&lr=&id=BgBREAAAQBAJ&oi=fnd&pg=PA56&dq=an+integrative+theory+of+intergroup+conflict+&ots=5rWeGlkq5l&sig=7EuwDXn_ztksqZHM-AtuNkAPyKM&redir_esc=y#v=onepage&q=an%20integrative%20theory%20of%20intergroup%20conflict&f=false3

Vidich, A. J., & Lyman, S. M. (2000). Qualitative methods: Their history in sociology and anthropology. Handbook of qualitative research, 2, 37-84.
https://www.pearsonhighered.com/assets/samplechapter/h/o/w/i/Howitt%20Web%20Sample.pdf

Waite, L. J., & Lehrer, E. L. (2003). The benefits from marriage and religion in the United States: A comparative analysis. Population and development review, 29(2), 255-275.
https://onlinelibrary.wiley.com/doi/pdf/10.1111/j.1728-4457.2003.00255.x?casa_token=HYyvw2-k5iAAAAAA:EQMZsSyQaEyNW9VlSuJc5ZYxBwusSdApZIdyg6lhaSkVxnX9WiOHPRs7NaRUY3dg5YhizstzbThpfRs

Weinstein, D., & Weinstein, M. (2003). Celebrity worship as weak religion. Word and World, 23(3), 294-302.
http://wordandworld.luthersem.edu/content/pdfs/23-3_Icons_of_Culture/23-3_Weinsteins.pdf

YouTube Creators. (2020, December 16). Did you know that VTuber views grew this much in 2020? Check out YouTube's 2020 Trends Report to learn more about your fellow creators. Twitter.
https://twitter.com/YouTubeCreators/status/1338924287504355335/photo/1

YouTube Culture & Trends. (2020, December 14). VTubers | YouTube Culture & Trends Report. [Video]. YouTube.
https://www.youtube.com/watch?v=1endAJC_CC8

YouTube. (n.d.). YouTube Live Streaming & Premieres. YouTube. Retrieved 20 April, 2022, from
https://www.youtube.com/howyoutubeworks/product-features/live/#youtube-live

YouTube Help. (n.d.). Turn Super Chat & Super Stickers on or off. YouTube Help. Retrieved 27 April, 2022, from
https://support.google.com/youtube/answer/9278306?hl=en

Yue, X. D., & Cheung, C. K. (2000). Selection of favourite idols and models among Chinese young people: A comparative study in Hong Kong and Nanjing. International Journal of Behavioral Development, 24(1), 91-98.

Zhou, X. (2020). Virtual Youtuber Kizuna AI: co-creating human-non-human interaction and celebrity-audience relationship.
https://lup.lub.lu.se/luur/download?func=downloadFile&recordOId=9009369&fileOId=9009370

Zipes, J. (2008). Why fantasy matters too much. CLCWeb: Comparative Literature and Culture, 10(4), 3.
https://docs.lib.purdue.edu/cgi/viewcontent.cgi?article=1392&context=clcweb

樋口楓【にじさんじ所属】. (2020, March 19). 【雑談】VTuberってどうやってお金稼いでるの？月収は？【新生活】[Video]. https://www.youtube.com/watch?v=IwK3Dq8PYAU

バーチャルYouTuber、本日1万6千人を突破（ユーザーローカル調べ）. (2021, October 19). Userlocal.
https://www.userlocal.jp/press/20211019vs/