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This study empirically investigates the interactive effects of visual dimensionality—specifically two-dimensional (2D) versus three-dimensional (3D) presentation styles—and character archetypes (Daily, Fantasy, Non-human) on users’ emotional responses, attitudes, and cognitive engagement in virtual livestreaming environments. By analyzing the differential impact of these variables, the research offers insights for content creators and marketers seeking to optimize user experience through strategic design. Drawing on questionnaire evaluations of three theoretical constructs—perceived attractiveness, behavioral intention, and viewing immersion—the findings reveal that visual dimensionality significantly influences user perception, moderated by character type. Specifically, 2D visuals enhance emotional resonance and perceived intimacy when paired with “Daily style” characters, while 3D representations foster stronger cognitive immersion and behavioral engagement in the case of “Non-human” characters. These results underscore the complex and dynamic interplay between visual form, emotional appeal, and user psychology in the context of VTuber livestreaming.

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The Effects of Visual Styles and Dimension of VTubers in Live-Streaming Contexts on Users’ Emotions, Attitudes, and Cognition

  • 会议论文

  • 发表日期：

    2026年

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  • Xinyuan Cai,
  • Gaoge Pu

摘要

This study empirically investigates the interactive effects of visual dimensionality—specifically two-dimensional (2D) versus three-dimensional (3D) presentation styles—and character archetypes (Daily, Fantasy, Non-human) on users’ emotional responses, attitudes, and cognitive engagement in virtual livestreaming environments. By analyzing the differential impact of these variables, the research offers insights for content creators and marketers seeking to optimize user experience through strategic design. Drawing on questionnaire evaluations of three theoretical constructs—perceived attractiveness, behavioral intention, and viewing immersion—the findings reveal that visual dimensionality significantly influences user perception, moderated by character type. Specifically, 2D visuals enhance emotional resonance and perceived intimacy when paired with “Daily style” characters, while 3D representations foster stronger cognitive immersion and behavioral engagement in the case of “Non-human” characters. These results underscore the complex and dynamic interplay between visual form, emotional appeal, and user psychology in the context of VTuber livestreaming.