隨著數位媒體與網路技術的迅速發展，直播已成為數位娛樂的核心形式，其低門檻與高度互動性，吸引大量創作者投入，並在全球市場中展現高度影響力。過往研究指出，直播主的吸引力是影響觀眾行為意圖的關鍵因素之一。而一項關於人際吸引力之理論—瑕不掩瑜效應(Pratfall Effect)指出，當高能力者出現小失誤時，其吸引力反而可能上升，使此個體比未犯錯的情境下更具吸引力。此效應已在人際與物品等多領域獲得驗證，顯示其理論具擴展性，然而在直播情境中的適用性仍有待探討。同時，虛擬直播主(VTuber)作為一種結合AI生成技術與虛擬角色支援工具的新型態直播方式，近年迅速崛起。因其具備獨特的視覺吸引力與可塑性形象，且創作門檻降低，發展速度與產業影響力已逐漸超越真人直播主，成為全球數位內容的重要趨勢。
本研究透過問卷調查法，檢驗瑕不掩瑜效應是否能提升直播主吸引力，並進一步分析此吸引力對觀眾贊助、互動與持續觀看意願的影響。同時，以虛擬與真人直播主為實驗情境，探討直播主類型在瑕不掩瑜效應與觀眾行為意圖之間產生的差異。
本研究以結構方程模式分析，驗證直播主吸引力對觀眾贊助、互動與持續觀看意願皆具顯著正向影響，並確認瑕不掩瑜效應於直播領域的應用實證。結果顯示，當直播主具備高專業與社交能力且出現小失誤時，反能提升其吸引力，進而強化觀眾行為意圖。本研究亦釐清三維吸引力對不同觀眾行為意圖的相對影響，且發現虛擬直播主的外表吸引力對持續觀看意願有較強推動力；而真人直播主則是在專業吸引力上，更易提升觀眾持續觀看的動機。雖然主播類型在瑕不掩瑜效應的調節未達顯著，但其吸引力對觀眾行為意願仍具明顯影響。總結來說，研究結果拓展人際吸引力與瑕不掩瑜效應於直播中的應用，實務上可協助直播主依經營目標調整吸引力策略，並為直播產業內容設計與平台推廣提供具體建議。

With the rapid development of digital media and internet technology, live streaming has become a major form of digital entertainment worldwide. Streamer attractiveness is recognized as a key factor influencing audience behavior, and the Pratfall Effect—where minor flaws can increase the appeal of otherwise highly competent individuals—has been demonstrated in various contexts but remains underexplored in live streaming. In recent years, VTubers (virtual streamers), known for their unique visual appeal and lowered technological barriers, have rapidly risen, gaining significant market presence.
This study first investigates whether the Pratfall Effect can be applied in the live streaming context and how it affects audience behavioral intentions. Secondly, by setting virtual and human streamers as experimental scenarios, the study explores the differences between these two streamer types in relation to the Pratfall Effect and audience responses such as sponsorship, interaction, and continued watching.
Using structural equation modeling, results show that streamer attractiveness positively influences audience behavioral intentions. Furthermore, the Pratfall Effect was supported: streamers with high competence who exhibit small flaws may be perceived as more attractive. VTubers’ physical attractiveness had a stronger impact on continued watching, while human streamers’ task-related attractiveness was more influential. Although streamer type did not significantly moderate the Pratfall Effect, it still played a key role in shaping audience responses. This study extends interpersonal attraction theories to live streaming and offers practical insights for content creators and platform developers.

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