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近年来，随着计算机技术的不断发展，LIVE 2D、3D建模、全身动态捕捉技术、渲染技术、声库等技术开始创建出新的媒介生态，拥有二次元外形的虚拟主播在网络直播平台赛道上迅速发展成型，参与虚拟主播直播的用户数量逐步增加并开始形成独特的圈层文化。

B站作为国内二次元文化的聚集地，于2019年开设了虚拟主播直播专区并吸引了大量的用户，由“中之人”演绎的虚拟主播逐渐发展成为了B站虚拟主播直播区的主流，在短短几年间已经成为了网络直播中不可忽视的媒介形式。与此同时，虚拟主播受众作为更为强调自主性的用户参与进虚拟主播直播当中，本研究以传播学、社会学为背景，从使用与满足理论视角出发，以B站虚拟主播直播区的用户为研究对象，采用问卷调查法、深度访谈法以及参与式观察法对用户的特征和使用行为进行总结，对8名受访者的访谈内容和回收的345份有效问卷进行整合分析，发现B站虚拟主播直播区用户总体呈现女性较多、年轻化、高学历的特征。从用户使用特征来看，关注虚拟主播个数主要集中在6-10区间，每次观看时间直播时长集中在1-3小时以内，每周观看直播次数多为1-2次。

从对虚拟主播类型的选择上看，唱歌、配音类等垂直领域主播更受用户的喜爱，从对虚拟主播选择偏好上看，主播三观、主播人设以及主播直播的内容更受到用户的重视。在用户对媒介使用需求和使用媒介后需求被满足的情况进行分析中，发现用户的需求基本可以概括为认知需求、娱乐需求、情感需求和社交需求，其中情感需求占比最高。在需求被满足的方面，娱乐需求的满足情况较好，社交需求的满足情况最差。但从寻求的满足以及获得的满足的关系来看，四项需求满足程度均低于期望需求。

通过数据分析发现，在用户的评价分析中仅有0.57%的虚拟主播用户认为虚拟主播直播区不存在什么问题，其余用户都认为B站虚拟主播直播区存在一定的问题，其中虚拟主播直播间的内容太过相似占比最大，其实问题包括直播内容存在擦边、暴力、低俗等不利于未成年成长的元素、千篇一律缺少有个性的主播，以及粉丝圈子氛围不好和主播质量良莠不齐。可见用户认为不论是直播内容、虚拟主播亦或是平台本身，都存在不少的问题和劣势。对此，分别从用户、虚拟主播从业者以及平台方三方面对虚拟主播生态圈良性发展提出建议，首先用户应当警惕拟态现实防止过度沉迷。对于虚拟主播从业者，应当强化引导人角色，提升综合素养一方面提高自身的文化与素质修养，另一方面虚拟主播要通过信息交互引导用户去体会和享受现实交往的多元性。 而平台作为把关人要发挥把关人作用，进行多元化的管理。首先从业者的筛选标椎应该提高，并且兼顾到虚拟主播本身的特点进行。其次，作为平台想要在虚拟主播赛道上长远发展，解决目前虚拟主播与用户都不够满意的推流与抽成机制进行改善，制定良性的流量推送机制和抽成政策。最后，作为虚拟主播直播直接呈现方的平台，还应该针对虚拟主播的特点挖掘更丰富多元的消费点。

In recent years, with the continuous development of computer technology, LIVE 2D, 3D modeling, whole body dynamic capture technology, rendering technology, sound library and other technologies have begun to create a new media ecology. Virtual anchors with anime shape have developed rapidly on the online live broadcast platform track, and the number of users participating in the live broadcast of virtual anchors has gradually expanded and formed a unique circle culture.

BILIBILI as the gathering place of domestic secondary yuan culture, opened a virtual anchor live area in 2019 and attracted a large number of users, the virtual anchor interpreted by the "people in the" has gradually developed into the mainstream of the virtual anchor live area of B accounted for, and in just a few years, it has become an unignorable form of media in the network live broadcast. At the same time, the virtual anchor audience as more emphasis on the autonomy of the user to participate in the virtual anchor live in the context of this study to communication, sociology, from the perspective of the use and satisfaction theory, to the B station virtual anchor live area of the user as the object of the study, the questionnaire survey method, in-depth interview method and participatory observation method on the characteristics of the user and the use of the user's behavior to summarize the content of the interviews of the eight respondents and recovered 345 valid questionnaires. and the recovered 345 points of valid questionnaires were integrated and analyzed, and it was found that the users of the virtual anchor live area on B station generally showed the characteristics of more women, youthfulness, and high education. From the point of view of user characteristics, the number of virtual anchors is mainly concentrated in the 6-10 range, the length of each viewing time live broadcast is concentrated in 1-3 hours or less, and the number of times a week to watch live broadcasts is mostly 1-2 times.

From the choice of the type of virtual anchor, singing, dubbing class and other vertical areas of the anchor is more popular among users, from the choice of virtual anchor preferences, the anchor three views, the anchor persona and the content of the anchor live is more important to users. In the analysis of users' demand for media use and the satisfaction of their demand after using media, it is found that users' demand can be basically summarized as cognitive demand, entertainment demand, emotional demand and social demand, with emotional demand accounting for the highest proportion. In terms of needs being satisfied, the satisfaction of entertainment needs is better, and the satisfaction of social needs is the worst. However, in terms of the relationship between the satisfaction sought as well as the satisfaction gained, the degree of satisfaction of all four needs was lower than that of the desired needs.

Through data analysis, it was found that only 0.57% of the virtual anchor users think that there is no problem in the virtual anchor live area in the evaluation and analysis of the users, and the rest of the users think that there are certain problems in the virtual anchor live area of B station, in which the content of the virtual anchor live room is too similar to account for the largest percentage, in fact, the problems include the existence of live content that is not conducive to the growth of the minors in the form of rubbings, violence, vulgarity and other elements, There is a lack of personalized anchors, as well as a bad atmosphere in the fan circle and uneven quality of anchors. Users believe that there are a lot of problems and disadvantages in live content, virtual anchors and the platform itself. In this regard, from the user, virtual anchor practitioners and the platform side of the three aspects of the virtual anchor ecosystem to put forward suggestions for the benign development of the first user should be alert to the mimetic reality to prevent over-indulgence. For virtual anchor practitioners, they should strengthen the role of the guide, enhance the comprehensive quality on the one hand, improve their own culture and quality training, on the other hand, virtual anchors should guide the user to experience and enjoy the diversity of the reality of interaction through information interaction. The platform as a gatekeeper should play the role of gatekeeper, diversified management. First of all, the screening standard of practitioners should be improved, and take into account the characteristics of the virtual anchor itself. Secondly, as the platform wants to be in the virtual anchor track on the long-term development, to solve the current virtual anchor and users are not satisfied with the push flow and draw mechanism to improve, to develop a benign traffic push mechanism and draw policy. Finally, as a virtual anchor live direct presenter of the platform, should also be aimed at the characteristics of the virtual anchor to tap a richer and more diversified consumption points.