This study investigates the factors influencing para-social relationships and immersion in the viewing experience of VTubers, as well as the mediating role of para-social relationships and immersion in the relationship between the identified independent variables and behavioral loyalty, with repeated viewing as a proxy. A PLS-SEM analysis (SmartPLS 4.0) was conducted on responses collected from an online questionnaire survey with a sample size of 272 followers/viewers of VTubers. The results have revealed the significance of visual attractiveness, perceived authenticity, narrative transportation, and the need for escape in shaping viewer loyalty towards VTubers while exposing the weakness of fantasy proneness measurement. Due to the varied support for the assumptions made, partial supports are shown in ascertaining the mediating effects of para-social relationships and immersion. The findings contribute to the existing literature by emphasizing the importance of designing engaging and interactive experiences that go beyond traditional entertainment norms. The results offer valuable insights for practitioners seeking to establish and maintain strong relationships with their audiences.

Authors:
Etta Y. I. Chen, Yuan Ze University, Taiwan
Shin Lyn Seet, Yuan Ze University, Taiwan

About the Presenter(s)
Professor Etta Y. I. Chen is a University Assistant Professor/Lecturer at Yuan Ze University in Taiwan

See this presentation on the full schedule – Friday Schedule

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