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https://ah.lib.nccu.edu.tw/handle/140.119/134879| 題名: | 探討Youtuber產品置入策略與資訊揭露之說服效果 Exploring the persuasion effect of product placement strategy and information disclosure by YouTubers |
作者: | 張洛瑀 Chang, Lo-Yu |
貢獻者: | 鄭怡卉 Cheng, I-Huei 張洛瑀 Chang, Lo-Yu |
關鍵詞: | 產品置入 資訊揭露 產品態度 說服效果 YouTuber Persuasion Effect Poduct Placement Information Disclosure |
日期: | 2021 | 上傳時間: | 3-五月-2021 | 摘要: | 近年YouTube平台大放異彩，作為觀影分眾化的代表，觀眾逐漸捨棄傳統電視節目，轉向自由選擇、隨選隨看且免費的YouTube。觀眾付出觀影時間，創作者得到報酬，收入來源部分來自贊助商產品置入。過去置入研究多著墨傳統媒體，YouTube研究多重於平台經營、商業策略面，目前法規尚無硬性規定揭露付費商品資訊，創作者可自由選擇是否揭露，但Sweetser（2010）研究發現，社群媒體若未揭露利益關係，將危害組織的公共關係與信用。且置入畫面大小也影響觀眾對於置入產品的態度，流暢無痕的置入效果較佳（Williams et al., 2011）。\n本研究以不同置入方式在新媒體平台上的差異效果，和有無揭露利益關係為出發，探究形塑之態度、可信度與再認程度有何異同，採雙因子實驗設計（置入顯著性：置入畫面大與置入畫面小、資訊揭露方式：有揭露、無揭露），研究結果顯示有無揭露利益資訊並不直接影響產品態度，但影響YouTuber可信度，而可信度高低顯著影響產品態度，意即觀眾對於創作者的信任程度可直接轉化為產品態度。另一方面，流暢無感的置入方式造成的態度與再認程度皆更佳。 | 參考文獻: | 中文書目\nGina Shalavi（2018年12月）。〈2018年 YouTube 觀眾的 3 大行為趨勢〉，《Think with Google》。取自\nhttps://www.thinkwithgoogle.com/intl/zh-tw/consumer-insights/video/2018-youtube-viewing-behavior_tw/\nHowFun（2017年8月16日）。〈HowHowの業配之路訪談〉，《HowFun YouTube頻道》。取自https://www.youtube.com/watch?v=dJCl2mAkHOU\nHowHow陳孜昊（2018）。How Fun！如何爽當YouTuber：一起開心拍片接業配！ (Vol. 192)： 高寶出版\nINSIDE （2019年10月1日）。〈台灣 65% 網路人口為遊戲玩家！YouTube 助品牌主破除玩家客群迷思〉，《INSIDE》。取自https://www.inside.com.tw/article/17689-youtube-brandcast\nInfluencer（2019）。〈台灣Top 250 YouTube網紅排行榜－平均表現榜〉。取自https://tw.noxinfluencer.com/youtube-channel-rank/top-250-tw-all-youtuber-sorted-by-avgview-weekly\nPTT鄉民百科（2019年）。〈葉佩雯〉，《FANDOM》。取自https://pttpedia.fandom.com/zh/wiki/%E8%91%89%E4%BD%A9%E9%9B%AF\nSusan Wojcicki（2019年2月5日）。〈2019 的 YouTube：回顧過往，向前邁進〉，《Google 台灣–官方部落格》。取自https://taiwan.googleblog.com/2019/02/2019-youtube.html\nTransBiz（2017）。〈業配之王HowHow一人製片團隊，解析爆紅Youtuber之路〉，《TransBiz 跨境電子商務智庫》。取自https://transbiz.com.tw/%E6%A5%AD%E9%85%8D-howhow-youtuber/\nYouTube說明（2019年）。〈如何透過 YouTube 賺取收益〉，《Google Support》。取自https://support.google.com/youtube/answer/72857?hl=zh-Hant\nYouTube說明（2019年）。〈廣告收益分析簡介〉，《Google Support》。取自https://support.google.com/youtube/answer/9314357?hl=zh-Hant\nYouTube About（2020年）。〈YouTube統計數據〉，《YouTube新聞中心》。取自https://www.youtube.com/intl/zh-TW/about/press/\n王泰俐、蘇蘅（2009）。〈電視新聞商業置入廠商身分揭露，產品類型以及置入策略對新聞可信度的影響〉 《廣告學研究》（32），27-53。\n王毓莉（2005）。〈政府運用「置入性行銷」從事菸害防制工作之初探性研究〉《中華傳播學刊》（8），115-159。\n林照真（2011）。〈新瓶裝「假」酒？：有關新媒體置入性行銷的分析與批判〉《中華傳播學刊》（20）， 95-114。\n公平交易委員會（2017年1月19日）〈公平交易委員會對於薦證廣告之規範說明〉。取自https://www.ftc.gov.tw/internet/main/doc/docDetail.aspx?uid=165&docid=13021\n今周刊（2019）。〈「顏值經濟」正璀璨全球「美妝產業」——美妝連鎖品牌麗豐－KY業績飛揚〉，《今周刊》。取自https://reurl.cc/nnqGzd\n徐潢旭（2018年9月18日）。〈YouTube FanFest Taipei 2018 年度盛會登台〉，《Google 台灣–官方部落格》。取自https://taiwan.googleblog.com/2018/09/youtube-fanfest-taipei-2018.html\n陳炳宏（2018年9月14日）。〈YouTube使用行為大調查：7成受訪者天天看 平均花2.5小時〉《自由時報》。取自https://ec.ltn.com.tw/article/breakingnews/2551405\n楊政勳（2019年2月22日）。〈台灣YouTube市場飽和？他揭兩數據回應〉，《鏡週刊》。取自https://www.mirrormedia.mg/story/20190221gameyoutuber01/\n楊政勳（2018年11月29日）。〈觀看次數=賺多少錢？YouTube分潤大解密〉，《鏡週刊》。取自https://www.mirrormedia.mg/story/20190221gameyoutuber01/\n劉慧茹（2018年6月7日）。〈PressPlay造娛樂一條龍 郭全榮用大數據建網紅產業鏈〉，《鏡週刊》。取自https://www.mirrormedia.mg/story/20180604insight001/\n動腦新聞（2019）。〈YouTube看什麼？台美百大熱門頻道觀察〉，《動腦新Brain》。取自https://www.brain.com.tw/news/articlecontent?ID=47822\n動腦新聞（2019）。〈台灣化妝品千億市場規模 「美」力激出隱形冠軍〉，《ETtoday新聞雲》。取自https://www.ettoday.net/news/20180711/1210688.htm\n經濟部 （2019年1月15日）。產業經濟統計簡訊《328》。\n譚偉晟（2018年4月12日）。〈爆笑網紅HowHow 65萬粉絲開心被業配〉，《今周刊》。取自https://www.businesstoday.com.tw/article/category/80393/post/201804110043/%E7%88%86%E7%AC%91%E7%B6%B2%E7%B4%85HowHow%20%2065%E8%90%AC%E7%B2%89%E7%B5%B2%E9%96%8B%E5%BF%83%E8%A2%AB%E6%A5%AD%E9%85%8D\n\n \n英文書目\nAlphabet. 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資料來源: | http://thesis.lib.nccu.edu.tw/record/#G0106464034 | 資料類型: | thesis |
| Appears in Collections: | 學位論文 |
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