Digital Virtual Anchors Impact in Entertainment Industry: An Exploration of User Acceptance and Market Insights
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Fangli YING Department of Computer Science and Engineering East China University of Science and Technology, People’s Republic of China
This research aims to explore the impact of digital virtual anchors, such as virtual presenters and singers, on the entertainment industry, with a focus on user perceptions and market changes. The study analysed data on the behaviour of Chinese youth, including their perceptions of virtual presenters on platforms such as Bilibili, and their influence on preferences and consumer decisions. The methodology included surveys and statistical analysis to assess the degree of engagement, users’ willingness to interact with virtual anchors and their influence on the overall growth of interest in virtual platforms. The results showed that 78% of respondents had a positive perception of virtual anchors, and 62% said that such technologies increased their interest in platforms. The analysis also revealed a significant impact of virtual anchors on market structure, including revenue growth in streaming, virtual concerts and e-commerce. Study participants also noted increased interest in augmented reality (AR) technologies and their integration with virtual anchors. The study’s findings emphasize the importance of the industry adapting to new technologies to attract audiences and remain competitive. The long-term potential of virtual anchors includes opportunities to expand business models, introduce personalized solutions and develop new products, creating significant prospects for their continued use in the entertainment industry.
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