近幾年來Vtuber的興起帶來了風潮，不僅顛覆了傳統的娛樂格局、深刻影響了企業品牌的建立和價值的形塑，也在當今社會中受到年輕一代以及數位原生世代的強烈推動。Vtuber的出現代表著將帶來更多元的娛樂內容，滿足不同的需求，使得娛樂的選擇相較以往的更加豐富，作為一個重要的品味、個性和品牌風格的媒介，品牌在互動和價值共創的過程中扮演著關鍵作用。然而，要全面理解Vtuber對行銷環境的影響，首先本研究需要追溯其背後興起的原因、主要推動因素與影響之層面，探討Vtuber如何透過其獨特的互動性和擬人化體驗，影響企業品牌的形象塑造和價值建構，並探討Vtuber如何使觀眾與品牌建立起更牢固的關係、促進長期的品牌印象，進而建立起品牌資產。本研究使用問卷調查法，透過Google網路問卷調查，針對有觀看Vtuber經驗之受眾進行資料蒐集並展開研究，最終回收550份有效正式問卷，並利用SPSS統計軟體進行分析，進行敘述性統計分析、Cronbach's alpha信度分析、因素分析、皮爾森積差相關分析及迴歸分析進行研究調查，來驗證變數之間的顯著性關係。研究結果顯示如下：
資訊價值對價值共創行為有顯著的正向影響
品牌擬人化對客戶參與度有顯著的正向影響
互動性對客戶參與度有顯著的正向影響
客戶參與度對價值共創行為有顯著的正向影響
價值共創行為對品牌資產有顯著的正向影響
客戶參與度對品牌資產有顯著的正向影響
互動性和社會臨場感的交互作用對客戶參與度有顯著的正向影響
Vtuber創造獨特的品牌形象，添加新型態的品牌宣傳者，企業可以傳播更獨特的品牌形象，這種形象既突顯了品牌的定位，又能更好地吸引更多元的受眾。透過與Vtuber的合作，受眾可以參與這種全新的社群經濟，開創更多合作可能。因此，Vtuber資源若與傳統的品牌塑造方式相結合，將有助於品牌形象的觸及率擴大，以及增加品牌形象的多面性，此皆是提供一種新的品牌塑造方式，而非取代傳統模式。

In recent years, the rise of Vtubers has transformed the entertainment industry, influencing corporate brands and societal values. This trend is driven by digitally savvy individuals, especially the younger demographic, expanding entertainment options and catering to diverse preferences. Brands play a crucial role in shaping taste, individuality, and brand identity in this evolving landscape. To fully understand the impact of Vtubers on marketing, it is crucial to explore the factors driving their rise, their main motivations, and the extent of their influence. This analysis should include how Vtubers influence corporate brand image and create value through unique interactions and personalized experiences. Additionally, it is important to examine how Vtubers help build strong brand-audience connections, shape lasting brand perceptions, and enhance brand equity. This study used a questionnaire survey method, collecting data from individuals who have watched Vtubers through Google online questionnaires. A total of 550 valid questionnaires were analyzed using SPSS statistical software, which included descriptive analysis, Cronbach's alpha reliability analysis, factor analysis, Pearson correlation analysis, and regression analysis to confirm significant relationships between variables. The research findings are outlined below:
Information value has a significant positive impact on value co-creation behavior.
Brand anthropomorphism has a significant positive impact on customer engagement.
Interactivity has a significant positive impact on customer engagement.
Customer engagement has a positive impact on value co-creation behavior.
Value co-creation behavior has a significant positive impact on brand equity.
Customer engagement has a positive impact on brand equity.
The interaction between interactivity and social presence has a positive impact on customer engagement.
Vtubers play a crucial role as brand ambassadors, helping companies communicate unique brand identities to a diverse audience through collaborations. This partnership creates opportunities for engaging in a new fan economy and integrating Vtuber resources with traditional brand-building methods to enhance brand visibility and complexity, offering a fresh approach to shaping brand identities without replacing traditional models.

中文摘要 ……………………………..…………………………………… i
Abstract……………………………………..…………………………… ii
誌謝 …………………………..……………………………………… iv
目錄 ………………………………………………………………….. v
表目錄 ………………………………………………………………….. viii
圖目錄 ………………………………………………………………….. x
第一章 緒論……………………………..……………………………… 1
1.1 研究背景………………………………..……………………… 1
1.2 研究動機………………………………..……………………… 3
1.3 研究目的………………………………..……………………… 3
1.4 研究流程……………………………..………………………… 4
第二章 文獻探討……………………………..………………………… 6
2.1 資訊價值……………………………..………………………… 6
2.2 品牌擬人化………………………..…………………………… 7
2.3 互動性………………………..………………………………… 8
2.4 虛擬品牌的價值共創行為……………………………………… 10
2.5 客戶參與度…………………………………………………… 11
2.6 品牌資產……………………………………………………… 13
2.7 社會臨場感…………………………………………………… 14
第三章 研究方法……………………………………………………… 16
3.1 研究架構……………………………………………………… 16
3.2 研究假設……………………………………………………… 16
3.2.1 資訊價值對價值共創行為的影響…………………………… 16
3.2.2 品牌擬人化對客戶參與度的影響…………………………… 17
3.2.3 互動性對客戶參與度的影響……………………………………… 18
3.2.4 客戶參與度對價值共創行為的影響………………………… 19
3.2.5 價值共創行為對品牌資產的影響……………………………… 20
3.2.6 客戶參與度對品牌資產的影響……………………………… 21
3.2.7 社會臨場感的調節效果…………………………………………… 22
3.3 研究對象與抽樣方法…………………………..……………….... 23
3.4 問卷設計…………………………..……………………………... 23
3.5 研究變項操作型定義及衡量…………………………..……… 23
3.5.1 資訊價值………………………………..…………………..…… 23
3.5.2 品牌擬人化………………………………..………………..…… 24
3.5.3 互動性………………………………..…………………………... 25
3.5.4 價值共創行為…………………..……………………………… 25
3.5.5 客戶參與度………………………………………………....…… 26
3.5.6 品牌資產……………………………………………………....… 27
3.5.7 社會臨場感………………………………………………….….. 27
3.6 資料分析方法………………………………………………….. 28
第四章 資料分析與結果……………………………………………….. 29
4.1 前測資料分析………………………………………………….. 29
4.1.1 項目分析………………………………………………..……….. 29
4.1.2 信度分析………………………………………………..……….. 35
4.1.3 效度分析…………………………………………………..…….. 38
4.2 描述性統計分析……………………………………………….. 39
4.2.1 性別………………………………………………………….....… 39
4.2.2 年齡……………………………………………………………..... 40
4.2.3 婚姻狀況……………………………………………………….... 40
4.2.4 職業………………………………………………………...…….. 40
4.2.5 月收入水準……………………………………………..……….. 41
4.2.6 觀看頻率………………………………………………..……….. 42
4.2.7 觀看經歷……………………………………………..………….. 42
4.2.8 如何得知………………………………..………..……………… 43
4.3 信度分析………………………………………………..……….. 43
4.4 效度分析………………………………………………..……….. 44
4.4.1 資訊價值之因素分析…………………………………………. 45
4.4.2 品牌擬人化之因素分析……………………………………… 46
4.4.3 互動性之因素分析………………………………………………… 46
4.4.4 價值共創行為之因素分析…………………………………… 47
4.4.5 客戶參與度之因素分析……………………………………….. 47
4.4.6 品牌資產之因素分析………………………………………….. 48
4.4.7 社會臨場感之因素分析……………………………………….. 49
4.5 相關分析………………………………………..……………….. 50
4.6 假設檢定- 迴歸分析………………………………………….. 52
4.7 假設驗證整理………………………………………………….. 55
第五章 結論與建議………………………………………….………….. 56
5.1 研究與討論………………………………………..…………….. 56
5.2 研究建議………………………………………………..……….. 58
5.3 管理意涵………………………………………………..……….. 60
5.4 研究限制與未來研究方向…………………………………… 61
參考文獻 ……………………………………………………………….....….. 62
附錄一 正式問卷……………………………………………………..….. 72
Extended Abstract……..……………..…………………………………… 75

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