브이튜버(Vtuber) 개인방송의 기술적 특성과 가상 크리에이터 특성이 즐거움, 시청만족도 및 유료후원의도에 미치는 영향

The Effect of the Technical and Virtual Creator Characteristics of Vtuber’s Personal Broadcasting on Pleasure, Satisfaction, and Paid Sponsorship Intention: Based on the S-O-R Model

Personal broadcasting utilizing Vtuber, a virtual creator made of 2D or 3D avatars, has recently appeared and is growing in popularity. Vtuber is a virtual person who broadcasts on the Internet using 2D or 3D avatars with real-time motion capture and computer graphics technologies. While the personal broadcasting industry utilizing Vtuber is proliferating, related studies have mainly concentrated on technical issues. Therefore, in this study, the antecedent factors that form the technical characteristics and virtual creator characteristics of Vtuber personal broadcasting are derived using the Stimulus-Organism-Response (S-O-R) model. Then the effect of these factors on viewer pleasure and satisfaction, which lead to increased paid sponsorship is to be examined. Furthermore, we investigate how this influencing mechanism fluctuates based on the avatar type (2D vs. 3D). This study contributes to empirical examinations of viewers' paid sponsorship intention in Vtuber personal broadcasting through the S-O-R model. It also offers insights that technological or virtual creator characteristics could improve viewers' pleasure, satisfaction, and even paid sponsorship.