Abstract
ABSTRACT Livestreaming has experienced remarkable growth in recent years, marked notably by the rise of VTubers. VTubers are face-tracking avatars capable of replacing a streamer’s actual face. In order to delve deeper into this trend, this study examines how the visual representation of a streamer affects audience perception. An online experiment was conducted, involving three-group comparisons within a between-subjects design, with 413 undergraduate students in the U.S. The primary findings reveal that, in comparison to utilizing VTubers, both displaying a streamer’s real face and opting not to show a face enhance the social presence of the streamer, consequently leading to more favorable perceptions of the streamer. This study underscores the mediating role of social presence in shaping audience perceptions of streamers and underscores the necessity of exploring potential non-linear relationships between a streamer’s visual representation and social presence.
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