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題名 探討Youtuber業配影片內容行銷效益 – 以平衡理論分析
The effectiveness of sponsored video filmed by Youtuber – The Balance Theory perspective
作者 盧奕勛
Lu, Yi-Shung
貢獻者 鄭至甫
Jeng, Jyh-Fu
盧奕勛
Lu, Yi-Shung
關鍵詞 網路紅人
內容行銷
平衡理論
涉入理論
Internet celebrity
Content marketing
Balance theory
Involve theory
日期 2018
上傳時間 27-Aug-2018 15:10:11 (UTC+8)
摘要 互聯網的發展讓資訊傳輸更為快速，網路資訊的傳輸也從文字演進到影
片，讓許多影音創作者有發展才能的舞台，將影音創作作品透過網路傳遞到訊
息接收者眼中。本研究探討於 Youtube 平台上活躍的網路紅人，或稱
「Youtuber」， Youtuber 是一群在自己的 Youtube 頻道上傳具有內容的影片，藉
此培養一群追隨者，當追隨者有一定數量後，有些 Youtuber 會有企業找上門與
之合作拍攝產品推銷影片，此類透過創造內容影片行銷的手法，稱之為內容行
銷。
內容行銷有別於以往文獻探討的推廣式行銷、代言人式行銷和置入型行
銷。傳統的推廣式行銷是將廣告內容強迫式的灌輸給消費者，而 Youtuber 的內
容行銷則是屬於集客式行銷，讓消費者選擇想要觀看的內容；Youtuber 的內容
行銷與代言人式行銷差異為，Youtuber 在廣告中負責大部分廣告創作，而以往
明星代言則是負責為產品的形象塑造，與廣告內容關聯性不如 Youtuber 的內容
行銷；置入型行銷通常有鮮明的劇情與角色，透過角色與產品關聯性的建立和
消費者對角色的擬社會化程度，達到態度上的轉移，但置入型行銷鮮少明確推
廣產品，與 Youtuber 內容行銷相異。
本研究認為，Youtuber 內容行銷屬於新型態的行銷方式，消費者觀看廣告
時，對 Youtuber 和 Youtuber 所生產的廣告內容產生相異態度會影響對產品的態
度，因此透過平衡理論建構新的架構，藉此探討 Youtuber 內容行銷之效益。本
研究發現當消費者對產品為高涉入時，消費者容易因為 Youtuber 態度而影響產
品態度；而消費者認為的廣告整體與產品關聯性亦對產品態度呈正比影響。
Internet information transmission and evolution from the text to the film, let
many video creators have a place to show their talent, the video works via the Internet
message to the receiver`s eyes. This study investigate on the people active on Youtube
called "Youtuber". Youtuber is a group of people who upload some content videos on
their own Youtube channels to appeal a group of followers. When the number of
followers get a certain amount, some enterprises will seek cooperation with the
Youtubers hoping them make content videos to promote the new product or service.
This type of advertising method, we called it "Content Marketing"
Content marketing is different from the previous literature on promotion
marketing, endorser marketing and placement marketing. The traditional promotion
marketing is to force the content of advertisements into consumers, while the content
marketing of Youtuber is to let consumers have the power to choose the content they
want to watch. The difference of Youtuber marketing and endorser marketing is the
Youtuber responsible for most of the ads in the advertisement creation, and previous
star endorsement is responsible for the image of the product shape. Placement
marketing usually have vivid stories and characters, through the establishment of the
character and product relevance, consumers will have the parasocial interaction to the
character and then have an attitude toward the product, but placement marketing
rarely promote products clearly.
This study argues that Youtuber content marketing is a new kind of marketing
method. When consumers watch the advertisement, the content of the ads which
produces from Youtubers and the Youtuber individual make different attitudes which
will influence attitude toward product. Through the balance theory, this study
construct the new architecture to discuss the benefits of Youtuber content marketing.
III

This study found that when consumers have high involvement in products, they are
more likely to be influenced by the attitude toward the Youtuber. And the relevance of
overall advertisement perceived by consumers and the product also have a positive
effect on the attitude toward to the product.
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Anonymous(2018年5月8日)。三個步驟，幫助你衡量內容行銷成效。數位時代。取自
https://www.bnext.com.tw/article/29138/BN-ARTICLE-29138
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描述 碩士
國立政治大學
科技管理與智慧財產研究所
105364115
資料來源 http://thesis.lib.nccu.edu.tw/record/#G1053641151
資料類型 thesis
dc.contributor.advisor 鄭至甫zh_TW
dc.contributor.advisor Jeng, Jyh-Fuen_US
dc.contributor.author (Authors) 盧奕勛zh_TW
dc.contributor.author (Authors) Lu, Yi-Shungen_US
dc.creator (作者) 盧奕勛zh_TW
dc.creator (作者) Lu, Yi-Shungen_US
dc.date (日期) 2018en_US
dc.date.accessioned 27-Aug-2018 15:10:11 (UTC+8)-
dc.date.available 27-Aug-2018 15:10:11 (UTC+8)-
dc.date.issued (上傳時間) 27-Aug-2018 15:10:11 (UTC+8)-
dc.identifier (Other Identifiers) G1053641151en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/119619-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 科技管理與智慧財產研究所zh_TW
dc.description (描述) 105364115zh_TW
dc.description.abstract (摘要) 互聯網的發展讓資訊傳輸更為快速，網路資訊的傳輸也從文字演進到影
片，讓許多影音創作者有發展才能的舞台，將影音創作作品透過網路傳遞到訊
息接收者眼中。本研究探討於 Youtube 平台上活躍的網路紅人，或稱
「Youtuber」， Youtuber 是一群在自己的 Youtube 頻道上傳具有內容的影片，藉
此培養一群追隨者，當追隨者有一定數量後，有些 Youtuber 會有企業找上門與
之合作拍攝產品推銷影片，此類透過創造內容影片行銷的手法，稱之為內容行
銷。
內容行銷有別於以往文獻探討的推廣式行銷、代言人式行銷和置入型行
銷。傳統的推廣式行銷是將廣告內容強迫式的灌輸給消費者，而 Youtuber 的內
容行銷則是屬於集客式行銷，讓消費者選擇想要觀看的內容；Youtuber 的內容
行銷與代言人式行銷差異為，Youtuber 在廣告中負責大部分廣告創作，而以往
明星代言則是負責為產品的形象塑造，與廣告內容關聯性不如 Youtuber 的內容
行銷；置入型行銷通常有鮮明的劇情與角色，透過角色與產品關聯性的建立和
消費者對角色的擬社會化程度，達到態度上的轉移，但置入型行銷鮮少明確推
廣產品，與 Youtuber 內容行銷相異。
本研究認為，Youtuber 內容行銷屬於新型態的行銷方式，消費者觀看廣告
時，對 Youtuber 和 Youtuber 所生產的廣告內容產生相異態度會影響對產品的態
度，因此透過平衡理論建構新的架構，藉此探討 Youtuber 內容行銷之效益。本
研究發現當消費者對產品為高涉入時，消費者容易因為 Youtuber 態度而影響產
品態度；而消費者認為的廣告整體與產品關聯性亦對產品態度呈正比影響。		zh_TW
dc.description.abstract (摘要) Internet information transmission and evolution from the text to the film, let
many video creators have a place to show their talent, the video works via the Internet
message to the receiver`s eyes. This study investigate on the people active on Youtube
called "Youtuber". Youtuber is a group of people who upload some content videos on
their own Youtube channels to appeal a group of followers. When the number of
followers get a certain amount, some enterprises will seek cooperation with the
Youtubers hoping them make content videos to promote the new product or service.
This type of advertising method, we called it "Content Marketing"
Content marketing is different from the previous literature on promotion
marketing, endorser marketing and placement marketing. The traditional promotion
marketing is to force the content of advertisements into consumers, while the content
marketing of Youtuber is to let consumers have the power to choose the content they
want to watch. The difference of Youtuber marketing and endorser marketing is the
Youtuber responsible for most of the ads in the advertisement creation, and previous
star endorsement is responsible for the image of the product shape. Placement
marketing usually have vivid stories and characters, through the establishment of the
character and product relevance, consumers will have the parasocial interaction to the
character and then have an attitude toward the product, but placement marketing
rarely promote products clearly.
This study argues that Youtuber content marketing is a new kind of marketing
method. When consumers watch the advertisement, the content of the ads which
produces from Youtubers and the Youtuber individual make different attitudes which
will influence attitude toward product. Through the balance theory, this study
construct the new architecture to discuss the benefits of Youtuber content marketing.
III

This study found that when consumers have high involvement in products, they are
more likely to be influenced by the attitude toward the Youtuber. And the relevance of
overall advertisement perceived by consumers and the product also have a positive
effect on the attitude toward to the product.		en_US
dc.description.tableofcontents 摘要 i
Abstract ii
目錄 iv
圖目錄 vi
表目錄 vii
第一章、緒論 1
第一節、研究背景 1
第二節、研究動機 2
第三節、研究目的與問題 6
第四節、研究流程 6
第二章、文獻探討 8
第一節：網路紅人 8
第二節：內容行銷 12
第三節：平衡理論 15
第四節：涉入程度 20
第五節：態度 24
第三章、研究方法 27
第一節：研究架構 27
第二節：研究假設 28
第三節：研究設計與流程 31
第四章、問卷分析 39
第一節：基本資料分析 39
第二節、信度效度分析 41
第三節、操弄檢驗 41
第四節、假說檢驗與結果分析 42
第五節、檢驗結果表 49
第五章、研究結論與建議 51
第一節、研究結論 51
第二節、研究建議和貢獻 52
第三節、研究限制 54
第四節、未來研究建議 55
文獻 56
附錄 60		zh_TW
dc.format.extent 1205391 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G1053641151en_US
dc.subject (關鍵詞) 網路紅人zh_TW
dc.subject (關鍵詞) 內容行銷zh_TW
dc.subject (關鍵詞) 平衡理論zh_TW
dc.subject (關鍵詞) 涉入理論zh_TW
dc.subject (關鍵詞) Internet celebrityen_US
dc.subject (關鍵詞) Content marketingen_US
dc.subject (關鍵詞) Balance theoryen_US
dc.subject (關鍵詞) Involve theoryen_US
dc.title (題名) 探討Youtuber業配影片內容行銷效益 – 以平衡理論分析zh_TW
dc.title (題名) The effectiveness of sponsored video filmed by Youtuber – The Balance Theory perspectiveen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 韋鏵容、王嵐(2016)。“互聯網+”背景下媒體營銷研究: 以網紅經濟為例 Study on Media Marketing under the “Internet+” Background: Internet Celebrity Economy. Management Science and Engineering, 5(04)，221。
以太資本(2016)。網紅經濟學。人民郵電出版社。
湯志堅、許必芳(2017)。網紅經濟的營銷模式分析。中國商論(33)，60-61。
沈霄、王國華、楊騰飛、鐘聲揚(2016)。我國網紅現象的發展歷程，特徵分析與治理對策，情報雜誌，35(11)，93-98。
宗像淳(2015)。Content marketing內容的力量：不販賣商品！用"內容行銷"讓客人自己找上門！。財經傳訊出版。
邱志聖(2011)。行銷研究：實務與理論應用。智勝文化。
袁國寶、謝利明(2016)。網紅經濟：移動互聯網時代的千億紅利市場。商周出版。
陳孜昊(2018)。How Fun！如何爽當YouTuber：一起開心拍片接業配！。高寶國際出版。
Anonymous(2018年4月10日)。影音網站調查與台灣影音相關網站使用概況。創世紀雙周刊。取自 http://www.ixresearch.com/reports/%E5%89%B5%E5%B8%82%E9%9A%9B%E9%9B%99%E9%80%B1%E5%88%8A%E7%AC%AC%E4%B8%83%E5%8D%81%E4%B8%80%E6%9C%9F-20160919/
曾家宏(2018年4月10日)。2016下半年數位音樂資訊來源與使用行為分析。資策會。取自
https://mic.iii.org.tw/AISP/ReportS.aspx?id=CDOC20161222002
Anonymous(2018年5月8日)。內容行銷。數位時代。取自 https://www.bnext.com.tw/search/tag/%E5%85%A7%E5%AE%B9%E8%A1%8C%E9%8A%B7
Anonymous(2018年5月8日)。三個步驟，幫助你衡量內容行銷成效。數位時代。取自
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dc.identifier.doi (DOI) 10.6814/THE.NCCU.TIIPM.016.2018.F08-