Host: Japanese Society for the Science of Design
Name : THE 71st ANNUAL CONFERENCE OF JSSD
Number : 71
Location : [in Japanese]
Date : June 21, 2024 - June 23, 2024
The purpose of this study is to adapt scales developed in previous research to explore the utility of assessing fan engagement (FE), celebrity worship (CW), and loyalty (LO) among fans of Vtubers. Results indicate that: (1) The structures of fan engagement, loyalty, and celebrity worship can be effectively measured within the context of Vtuber fandom, allowing for the adjustment of measurement variables to accommodate the subtle nuances of Vtuber culture. (2) While sample data did not strictly adhere to multivariate normal distribution, robust estimation and inference were possible through appropriate statistical techniques. (3) Examination of the measurement model demonstrated strong structural validity, indicating accurate capture of fan engagement, loyalty, and celebrity worship within the context of Vtubers. This study provides valuable insights for understanding and analyzing the behavior of Vtuber fans, contributing to the development of measurement tools tailored to Vtuber culture.
