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随着元宇宙的兴起，虚拟主播作为新兴娱乐形式备受欢迎，其通过角色设定和剧本演绎，为观众提供社交互动场景与情绪价值，从而吸引粉丝并实现收益。为探究虚拟主播与化身之间的相似性(以下简称“化身相似性”)对粉丝支持意愿的影响，本研究从文案、形象、行为三个维度量化化身相似性，进而构建有调节作用的中介模型。问卷调查与回归分析的结果表明，主播与化身的文案、形象、行为相似性均正向影响粉丝感知信任，进而提升支持意愿，且面孔吸引力(即观众对虚拟主播面部特征的审美评价)具有调节作用。研究结果表明，保护虚拟主播隐私、提升个性化内容与面孔吸引力，对维系粉丝关系至关重要，可为相关企业决策提供指导。
Abstract：With the popularity of the metaverse, virtual anchors, as an emerging form of entertainment, have become increasingly popular.They provide social interaction venues and emotional value to audiences through avatar character design and script interpretation, thereby attracting fans and generating revenue.To explore the impact of the similarity between virtual anchors and avatars(referred to as “avatar similarity”)on fans' willingness to support, the present study quantifies avatar similarity from the perspectives of copy, image, and behavior, and constructs a moderated mediation model.The result of the questionnaire survey and regression analysis shows that the similarity in text, image, and behavior between the anchor and the avatar positively affects fans' perceived trust, which in turn affects their willingness to support, with facial attractiveness playing a moderating role.The study emphasizes the importance of protecting the privacy of virtual anchors, enhancing personalization, and improving facial attractiveness in maintaining fan relationships, which has guiding significance for the decision-making of virtual live streaming enterprises.
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基本信息:
中图分类号:G206;F713.55
引用信息:
[1]赵洁,郝祥.虚拟主播场景下化身相似性对粉丝支持意愿的影响研究[J].梧州学院学报,2026,36(01):11-20.
基金信息:
安徽省哲学社会科学规划项目(AHSKY2021D15)
2025-06-27
2025
2025-11-20
2025
1
2026-02-15
2026-02-15