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Please use this identifier to cite or link to this item: https://ah.nccu.edu.tw/handle/140.119/134879


Title: 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
Authors: 張洛瑀
Chang, Lo-Yu
Contributors: 鄭怡卉
Cheng, I-Huei
張洛瑀
Chang, Lo-Yu
Keywords: 產品置入
資訊揭露
產品態度
說服效果
YouTuber
Persuasion Effect
Poduct Placement
Information Disclosure
Date: 2021
Issue Date: 2021-05-03 10:35:02 (UTC+8)
Abstract: 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)。
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。
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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
106464034
Source URI: http://thesis.lib.nccu.edu.tw/record/#G0106464034
Data Type: thesis
Appears in Collections:[Master's Program of Communication] Theses

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