Please use this identifier to cite or link to this item: https://ah.nccu.edu.tw/handle/140.119/131380


Title: 從觀看動機差異檢視美妝YouTuber業配影片類型的效果
The Effects of Branded Videos Sponsored by YouTubers for Consumers with Different Viewing Motives: An Example Using Branded Videos for Cosmetic Products
Authors: 吳靖雯
Wu, Ching-Wen
Contributors: 張卿卿
吳靖雯
Wu, Ching-Wen
Keywords: YouTuber業配影片
觀看動機
業配影片態度
品牌態度
購買意願
Date: 2020
Issue Date: 2020-08-03 18:48:00 (UTC+8)
Abstract: 近年來,隨著YouTuber的蓬勃發展,影響力也逐漸擴大。YouTuber開始發揮意見領袖的作用,影響消費者的種種行為,使得許多品牌商與YouTuber合作,發展出新的行銷模式:「業配影片」。
過去YouTuber業配影片之相關研究,大多是探討不同內容的YouTuber頻道對於消費者的影響,然而根據本研究觀察,台灣YouTuber業配影片除了內容不同之外,業配影片類型也不同,主要分為商品資訊主導影片及故事主導影片。除此之外,不同的消費者觀看YouTuber業配影片的動機也不盡相同,分別為想要透過影片瞭解商品的資訊搜尋動機,以及把觀看YouTuber業配影片當作是娛樂的娛樂動機。透過上述的兩個實務觀察發現,本研究認為在不同業配影片類型以及觀看動機的刺激下,消費者會產生不同的態度及反應。
因此,本研究以美妝YouTuber為例,將不同業配影片類型(商品資訊主導、故事主導)、不同消費者觀看動機(資訊搜尋、娛樂)、業配影片態度、品牌態度以及購買意願作為變項,探討在不同的業配影片類型與閱聽眾不同觀看動機的交互作用下,對於業配影片態度、品牌態度以及購買意願之影響。本研究以實驗法作為研究方法,採完全受試者間設計,操弄三個變數分別為:閱聽眾觀看美妝YouTuber業配影片之動機(資訊搜尋vs. 娛樂)、美妝YouTuber業配影片類型(商品資訊主導vs. 故事主導)與兩位YouTuber(YouTuber A vs. YouTuber B)。研究結果顯示出業配影片類型與觀看動機無交互作用,換言之,業配影片類型與業配影片態度的關係不受觀看動機之影響。另外,本研究也發現觀看商品資訊主導影片會使受試者產生較佳品牌態度,也會進一步產生較佳的購買意願。
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Description: 碩士
國立政治大學
傳播學院傳播碩士學位學程
107464024
Source URI: http://thesis.lib.nccu.edu.tw/record/#G0107464024
Data Type: thesis
Appears in Collections:[傳播學院傳播碩士學位學程] 學位論文

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