자체 캐릭터(자캐)를 활용하는 게임 스트리머와의 자아일치성 인식이 콘텐츠 소비 태도에 미치는 영향: Z세대 스트리밍 구독자들을 중심으로 = Effects of Self-Congruence Perception with Game Streamers Utilizing Self-Characters on Content Consumption Attitudes:Focusing on Gen Z Streaming Subscribers

다국어 초록 (Multilingual Abstract)

This study investigates consumers' perceptions and behavioral responses to content that utilizes “self-character” (commonly referred to as 자캐). This type of online content, where individuals represent themselves through characters rather than their real appearance, is rapidly increasing in popularity. Specifically, this study focuses on the perception of self- congruence with streamers who use self-characters among online game streamers, conducting a survey targeting Generation Z consumers who primarily consume this content. The results reveal that Generation Z consumers (1) perceive higher parasocial interaction with game streaming content creators who utilize self-characters as they recognize higher self-congruence with these streamers, (2) this increases the attractiveness and closeness towards the streamers, and (3) ultimately has a positive impact on satisfaction and intention to use the content provided by the streamers. This research is the first, to the researchers' knowledge, to explore the impact of consumer-streamer relational perception when game streamers use self-characters instead of their real appearance on content consumption intentions, thereby extending the literature on anthropomorphism and character effects.