Please use this identifier to cite or link to this item:
https://ah.lib.nccu.edu.tw/handle/140.119/131380| DC Field | Value | Language |
|---|---|---|
| dc.contributor.advisor | 張卿卿 | zh_TW |
| dc.contributor.author | 吳靖雯 | zh_TW |
| dc.contributor.author | Wu, Ching-Wen | en_US |
| dc.creator | 吳靖雯 | zh_TW |
| dc.creator | Wu, Ching-Wen | en_US |
| dc.date | 2020 | en_US |
| dc.date.accessioned | 2020-08-03T10:48:00Z | - |
| dc.date.available | 2020-08-03T10:48:00Z | - |
| dc.date.issued | 2020-08-03T10:48:00Z | - |
| dc.identifier | G0107464024 | en_US |
| dc.identifier.uri | http://nccur.lib.nccu.edu.tw/handle/140.119/131380 | - |
| dc.description | 碩士 | zh_TW |
| dc.description | 國立政治大學 | zh_TW |
| dc.description | 傳播學院傳播碩士學位學程 | zh_TW |
| dc.description | 107464024 | zh_TW |
| dc.description.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」。\n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。\n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。 | zh_TW |
| dc.description.tableofcontents | 第一章、緒論 1\n第一節、 研究背景與動機 1\n第二節、 研究目的 4\n第二章、文獻探討 6\n第一節、 媒體使用動機與接收之訊息一致性 6\n第二節、 YouTuber業配影片類型 8\n第三節、 觀看YouTuber業配影片的動機 13\n第四節、 業配影片效果 15\n第三章、研究架構與假設 17\n第一節、 研究架構 17\n第二節、 研究假設 18\n第四章、研究方法 19\n第一節、 研究方法與實驗設計 19\n第二節、 實驗物前測 22\n第三節、 正式實驗刺激物選擇與設計 42\n第四節、 正式實驗流程 44\n第五節、 變項測量與定義 45\n第五章、研究結果分析 53\n第一節、 實驗受試者樣本分佈 53\n第二節、 量表信度檢驗 54\n第三節、 操弄檢定 55\n第四節、 假設驗證 61\n第六章、結論 68\n第一節、 研究發現與討論 68\n第二節、 學術與實務貢獻 71\n第三節、 研究限制與未來建議 74\n第七章、參考文獻 77\n附錄一 免責聲明Disclaimers 85\n附錄二 YouTuber頻道訂閱數 86\n附錄三 正式實驗物分鏡表 88\n附錄四 前測一問卷 90\n附錄五 前測二問卷 101\n附錄六 正式實驗問卷 110 | zh_TW |
| dc.format.extent | 5673323 bytes | - |
| dc.format.mimetype | application/pdf | - |
| dc.source.uri | http://thesis.lib.nccu.edu.tw/record/#G0107464024 | en_US |
| dc.subject | YouTuber業配影片 | zh_TW |
| dc.subject | 觀看動機 | zh_TW |
| dc.subject | 業配影片態度 | zh_TW |
| dc.subject | 品牌態度 | zh_TW |
| dc.subject | 購買意願 | zh_TW |
| dc.title | 從觀看動機差異檢視美妝YouTuber業配影片類型的效果 | zh_TW |
| dc.title | The Effects of Branded Videos Sponsored by YouTubers for Consumers with Different Viewing Motives: An Example Using Branded Videos for Cosmetic Products | en_US |
| dc.type | thesis | en_US |
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| dc.identifier.doi | 10.6814/NCCU202001033 | en_US |
| item.grantfulltext | open | - |
| item.openairetype | thesis | - |
| item.fulltext | With Fulltext | - |
| item.openairecristype | http://purl.org/coar/resource_type/c_46ec | - |
| item.cerifentitytype | Publications | - |
| Appears in Collections: | 學位論文 | |
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