Production and Evaluation of Interaction Design: Virtual Anchor Interactions During Live Streaming

The concept of the “metaverse” has gained attention worldwide; thus, people have started to think more about the operation and sales of virtual products, leading to the rapid development of the virtual anchor industry. Furthermore, several large webcasting platforms have emerged with excellent virtual anchors and are willing to promote virtual anchors. However, not all virtual anchors perform equally well. Good interaction can improve the virtual anchor's live streaming quality. In this study, three interactive functions are incorporated for virtual idol live streaming, namely, a Chat Room, Reward Feedback, and Comment Feedback. In addition, these three functions are analyzed in view of user satisfaction and demand using the Kano model.