A Study of a Business Model for Online Teaching using VTuber

Abstract

This research aimed to 1) study strengths, weaknesses, opportunities and threats in the current VTuber business; 2) compare VTuber tracking behavior data and factors affecting following VTuber; and 3) prepare a business plan for online teaching via VTubers. The method of this study was mixed method research which included qualitative analysis, data were collected through in-depth interviews with VTuber managers and VTubers themselves, and quantitative data were collected from 400 VTubers key informants calculated through Taro Yamane formula. The statistics for data analysis were frequency, percentage, mean and standard deviation. Comparing factors affecting VTubers' follow-ups between general data characteristics and follow-up behavior of the respondents used statistics including independent–sample t-test to analyze the differences between the mean of 2 groups and F-test (one-way ANOVA) one-way analysis of variance. Pairwise differences were tested using Fisher's Least Significant Difference (LSD) method. The research results were as follows. 1) strengths were the high privacy of Vtubers to create content and do branding easily. The weaknesses were difficulties with more cost for creating characters and time-consuming. Opportunities included city-locked down and refraining outside activities, and easily accessible movie technology. Threats were that economy shrinking affected people spending less money and VTuber industry was still in a niche market. 2) the factor most affecting following VTuber was having fun. The differentiation of sex, age, monthly income, education and occupation corresponded to satisfaction not differently, with a statistical significance at 0.05 level. 3) digital platform business plan as a Market Place had key stakeholders: 1. people who wished to be V-Tubers 2. artists, musicians and model makers 3. VTuber followers. The platform was a channel for distributing, selling, and buying music, artwork etc. In addition, online teaching could be created as exclusive content in various subjects, especially music teaching, with 88.1 percent of respondents interested. Other music-related content using the platform under cartoon avatar could solve the problem of appearance insecurity and earn as a side job.