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題名 寵物類Youtuber粉絲忠誠度形成之研究——以黃阿瑪的後宮生活為例
A Study on the Formation of Fan Loyalty of Pet-type Youtubers——with Fumeancats as a case study作者 賀楊
He, Yang貢獻者 樓永堅
Lou, Yung-Chien
賀楊
He, Yang關鍵詞 自媒體
網紅
忠誠度
粉絲
影響力
Self-media
Internet celebrities
Loyalty
Fans
Influence日期 2021 上傳時間 4-Aug-2021 16:40:33 (UTC+8) 摘要 互聯網產業在網路時代的興起的大環境下，正在飛速發展。許多人藉著這個難得的機會在各大自媒體平台上大展身手，進行影片的創作，這些自媒體平台像是抖音、Instagram、YouTube等等在近幾年也確實孕育出了不少自媒體時代的網紅。而這些網紅通過接商業廣告、推出自己的周邊品牌以及出席活動等方式可以將他們自身大量的商業價值直接變現，有些網紅的收入也讓許多傳統產業的工作者望塵莫及。這些網紅會具有一定的商業價值，正是因為他們擁有屬於自己的一群忠誠粉絲。因此，本文想探究如何才能吸引並且留住屬於自己的忠實粉絲，以及粉絲的忠誠度是如何一步步形成的。本研究以台灣第一大寵物類YouTube頻道「黃阿瑪的後宮生活」為個案研究對象，通過尋找其頻道的忠實粉絲，以深度訪談法與受訪者半結構式的訪談，來探究他們是因為哪些關鍵因素而被這個頻道所吸引並且一直喜歡了好幾年。最後根據整理深度訪談的內容，並進行整理歸納與分析，得到寵物類YouTube頻道可能吸引粉絲並維持他們忠誠度的一些具體的做法。大致分為這樣幾個內容：影視作品的特點、Youtuber的個人形象、與粉絲進行接觸的過程以及周邊商品的品質。本研究的結論期待可以幫助未來想要成為成功寵物類Youtuber的自媒體人走得更加順利。
The Internet industry is developing rapidly in the context of the emergence of the Internet age. Many people take this rare opportunity to show their talents on major self-media platforms and create videos. These self-media platforms such as Tiktok, Instagram, YouTube, etc. have indeed nurtured many self-media platforms in recent years. Internet celebrities in the media age. These Internet celebrities can directly realize a large amount of their own commercial value by receiving commercial advertisements, launching their own peripheral brands, and attending events. The income of some Internet celebrities is beyond the reach of many workers in traditional industries.These Internet celebrities have certain commercial value, precisely because they have a group of loyal fans of their own. Therefore, this article wants to explore how to attract and retain their own loyal fans, and how fan loyalty is formed step by step. This research uses Taiwan’s largest pet YouTube channel "Fumeancats" as the case study object. By searching for his channel’s loyal fans, using in-depth interviews with the interviewees semi-structured interviews to explore who they are What are the key factors that are attracted to this channel and have been liking it for several years.Finally, according to the content of the in-depth interviews, sorting, summarization and analysis, some specific methods of pet YouTube channels that may attract fans and maintain their loyalty are obtained. It can be roughly divided into the following contents: the characteristics of the film and television works, the personal image of the YouTuber, the process of contact with fans, and the quality of the peripheral products.The conclusions of this research are expected to help the Youtuber who want to become successful pet Youtubers in the future to go more smoothly.參考文獻 一、中文文獻雪梨(2021)。如何做好使用者訪談？深度訪談技巧大公開！產品腦雪梨。取自：https://sydneypmbrain.com/interview-skills/何佳勳、劉滄碩&謝銘元(2019)。流量為王？這6招抓住客戶的心，才是行銷經營長久之道｜Meet創業小聚。取自：https://meet.bnext.com.tw/articles/view/44996吳柏羲 (2017)。自媒體產業鏈漸成熟內容專業化成發展焦點。資策會產業情報研究所(MIC)。科技新報(2013)。Dimension社群媒體的歷史總表。取自：https://technews.tw/2013/01/28/dimension-the-history-of-social-media/#袁方（編）(2002)。《社會研究方法》，臺北市：五南圖書。黃光玉、劉念夏、陳清文譯(2004)。《媒介與傳播研究方法：志華與量化研究途徑》。臺北市：風雲論壇。二、外文文獻Andrew F. (2020). What`s the difference between social media and social networking. Retrieved from https://searchunifiedcommunications.techtarget.com/answer/Whats-the-difference-between-social-media-and-social-networking.Berthon, P. R., Pitt, L. F., Plangger, K. & Shapiro, D. (2012). Marketing meets Web 2.0, social media, and creative consumers: implications for international marketing strategy, Business Horizons, vol. 55, pp.261 – 271.Blut, M., Evanschitzky, H., Vogel, V., & Ahlert, D. (2007). Switching barriers in the four-stage loyalty model. Advances in Consumer Research, vol. 34, pp.726–734.Boyd, D. M. & Ellison, N. B. (2007). Social network sites: Definition, history, and scholarship. Journal of computer‐mediated Communication 13 (1), pp.210-230.Brown, G. H. (1952), “Brand Loyalty—Fact or Fiction,” Advertising Age, Vol. 23, pp. 52–55.Burgess, J., & Green, J. (2018) YouTube: Online video and participatory culture (2nd Edition) (Digital Media and Society Series). Digital Media and Society. Polity Press, United Kingdom.Chau, C. (2010). YouTube as a participatory culture. New directions for youth development, (128), pp. 65-74.Christopher, M., Payne, A. F. T. and Ballantyne, D. (1991). Relationship Marketing: Bringing Quality, Customer Service and Marketing Together. Butterworth Heinemann/CIM, Oxford.Cunningham, R. M. (1956). Brand loyalty-what, where, how much. Harvard Business Review, 34 (1), pp. 116-128.Donchev, D. (2021). 37 mind blowing YouTube facts, figures and statistics - 2021 - FortuneLords. Retrieved from https://fortunelords.com/youtube-statistics/.Day, G.S. (1969), “A two-dimensional concept of brand loyalty”, Journal of Advertising Research, Vol. 9 No. 3, pp. 29-35.Dick, A. S., & Basu, K. (1994). Customer loyalty: toward an integrated conceptual framework. Journal of the academy of marketing science, 22 (2), pp. 99-113.Evanschitzky, H., & Wunderlich, M. (2006). An examination of moderator effects in the four-stage loyalty model. Journal of Service Research, 8 (4), pp. 330-345.Fishbein, M., & Ajzen, I. (1972). Attitudes and opinions. Annual Review of Psychology, 23 (1), pp. 487-544.Fornell, C. (1992). A national customer satisfaction barometer: The Swedish experience. Journal of marketing, 56 (1), pp. 6-21.Goffman, E. (1959). The presentation of self in everyday life. New York: Penguin Books, pp. 17-43.Hart, S., Smith, A., Sparks, L., & Tzokas, N. (1999). Are loyalty schemes a manifestation of relationship marketing? Journal of marketing management, 15 (6), pp. 541-562.Hepworth, M., & Mateus, P. (1994). Connecting customer loyalty to the bottom line. Canadian Business Review, 21 (1), pp. 40-40.Hootsuite & We Are Social (2021), “Digital 2021 Global Digital Overview,” retrieved from https://datareportal.com/reports/digital-2021-global-digital-overviewJacoby, J., & Chestnut, R. W. (1978). Brand loyalty: Measurement and management. John Wiley & Sons Incorporated, New York.Jones, T. O., & Sasser, W. E. (1995). Why satisfied customers defect. Harvard Business Review, 73 (6), pp. 88.Khamis, S., Ang, L., & Welling, R. (2017). Self-branding, ‘micro-celebrity’ and the rise of Social Media Influencers. Celebrity Studies, 8 (2), pp. 191-208.Kotler, P. (2003). Marketing insights from A to Z: 80 concepts every manager needs to know. John Wiley & Sons Incorporated, New York.Labrecque, L., Markos, E. & Milne, G.R. (2011). Online Personal Branding: Processes,Challenges and Implications, Journal of Interactive Marketing, vol. 25 (1), pp. 37 – 50.Lampel, J., and Bhalla, A. (2007). The role of status seeking in online communities : Giving the gift of experience. Journal of Computer-Mediated Communication 12 (2), pp. 434–455. http://jcmc.indiana.edu/vol12/issue12/lampel.html.Lave, J., & Wenger, E. (1991) Situated Learning: Legitimate Peripheral Participation. Cambridge: Cambridge University Press. http://dx.doi.org/10.1017/CBO9780511815355Neufeld, D. (2021). The 50 Most Visited Websites in the World. Retrieved 13 June 2021,from https://www.visualcapitalist.com/the-50-most-visited-websites-in-the-world/Marshall, C., & Rossman, G. B. (2014). Designing qualitative research. Sage publications.Narayandas, D. (2005). Building loyalty in business markets. Harvard Business Review,83 (9), pp. 131-139.O`Donnell, E., & Brown, S. (2012). Brand Community Loyalty: A Self Determination Theory Perpective. Academy of Marketing Studies Journal, 16 (2), pp. 107.Oliver, R. L. (1999), “Whence consumer loyalty?” Journal of Marketing, Vol. 63, No. 4, pp. 33-44.Oliver, R. L., Rust, R. T., & Varki, S. (1997). Customer delight: foundations, findings, and managerial insight. Journal of Retailing, 73 (3), pp. 311-336.Pace, S. (2008). YouTube: An opportunity for consumer narrative analysis? Qualitative Market Research: An Internationbal Journal 11 (2), pp. 213–226.Reichheld, F. F., & Schefter, P. (2000). E-loyalty: Your secret weapon on the web. Harvard Business Review, 78 (4), pp. 105-113.Reynolds, F. D., Darden, W. R., & Martin, W. S. (1974). Developing an image of store-loyal customer-life-style analysis to probe a neglected market. Journal of Retailing, 50 (4), pp. 73-84.Roper, S. & Fill, C. (2012). Corporate Reputation: Brand and Communication, Essex: Pearson Education Limited.Schau, H. J. & Gilly, M. C. (2003). We are what we post? Self-presentation in personal web space. Journal of Consumer Research 30 (December): pp. 385–404.Selnes, F. (1993). An examination of the effect of product performance on brand reputation, satisfaction and loyalty. European Journal of Marketing, 27 (9), pp. 19-35.Shepherd, I. D. H. (2005). From Cattle and Coke to Charlie: Meeting the Challenge of Self Marketing and Personal Branding, Journal of Marketing Management, vol. 21, pp. 589 -606Sirgy, M. J., & Samli, A. C. (1985). A path analytic model of store loyalty involving self-concept, store image, geographic loyalty, and socioeconomic status. Journal of the Academy of Marketing Science, 13 (3), pp. 265-291.Tellis, G. J. (1988). Advertising exposure, loyalty, and brand purchase: A two-stage model of choice. Journal of marketing research, 25 (2), pp. 134-144.Turkle, S. (1995). Life on the screen: Identity in the age of the Internet. London: Weidenfeld & Nicolson.Veerasamy, V. (2020). Social media vs social networking: What`s the difference? Retrieved from https://www.referralcandy.com/blog/difference-between-social-networks-and-social-media/.Woodruff, R. B., Cadotte, E. R., & Jenkins, R. L. (1983). Modeling consumer satisfaction processes using experience-based norms. Journal of marketing research, 20 (3), pp. 296-304.Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of marketing, 60 (2), pp. 31-46. 描述 碩士
國立政治大學
企業管理研究所(MBA學位學程)
108363113資料來源 http://thesis.lib.nccu.edu.tw/record/#G0108363113 資料類型 thesis dc.contributor.advisor 樓永堅 zh_TW dc.contributor.advisor Lou, Yung-Chien en_US dc.contributor.author (Authors) 賀楊 zh_TW dc.contributor.author (Authors) He, Yang en_US dc.creator (作者) 賀楊 zh_TW dc.creator (作者) He, Yang en_US dc.date (日期) 2021 en_US dc.date.accessioned 4-Aug-2021 16:40:33 (UTC+8) - dc.date.available 4-Aug-2021 16:40:33 (UTC+8) - dc.date.issued (上傳時間) 4-Aug-2021 16:40:33 (UTC+8) - dc.identifier (Other Identifiers) G0108363113 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/136743 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 企業管理研究所(MBA學位學程) zh_TW dc.description (描述) 108363113 zh_TW dc.description.abstract (摘要) 互聯網產業在網路時代的興起的大環境下，正在飛速發展。許多人藉著這個難得的機會在各大自媒體平台上大展身手，進行影片的創作，這些自媒體平台像是抖音、Instagram、YouTube等等在近幾年也確實孕育出了不少自媒體時代的網紅。而這些網紅通過接商業廣告、推出自己的周邊品牌以及出席活動等方式可以將他們自身大量的商業價值直接變現，有些網紅的收入也讓許多傳統產業的工作者望塵莫及。這些網紅會具有一定的商業價值，正是因為他們擁有屬於自己的一群忠誠粉絲。因此，本文想探究如何才能吸引並且留住屬於自己的忠實粉絲，以及粉絲的忠誠度是如何一步步形成的。本研究以台灣第一大寵物類YouTube頻道「黃阿瑪的後宮生活」為個案研究對象，通過尋找其頻道的忠實粉絲，以深度訪談法與受訪者半結構式的訪談，來探究他們是因為哪些關鍵因素而被這個頻道所吸引並且一直喜歡了好幾年。最後根據整理深度訪談的內容，並進行整理歸納與分析，得到寵物類YouTube頻道可能吸引粉絲並維持他們忠誠度的一些具體的做法。大致分為這樣幾個內容：影視作品的特點、Youtuber的個人形象、與粉絲進行接觸的過程以及周邊商品的品質。本研究的結論期待可以幫助未來想要成為成功寵物類Youtuber的自媒體人走得更加順利。 zh_TW dc.description.abstract (摘要) The Internet industry is developing rapidly in the context of the emergence of the Internet age. Many people take this rare opportunity to show their talents on major self-media platforms and create videos. These self-media platforms such as Tiktok, Instagram, YouTube, etc. have indeed nurtured many self-media platforms in recent years. Internet celebrities in the media age. These Internet celebrities can directly realize a large amount of their own commercial value by receiving commercial advertisements, launching their own peripheral brands, and attending events. The income of some Internet celebrities is beyond the reach of many workers in traditional industries.These Internet celebrities have certain commercial value, precisely because they have a group of loyal fans of their own. Therefore, this article wants to explore how to attract and retain their own loyal fans, and how fan loyalty is formed step by step. This research uses Taiwan’s largest pet YouTube channel "Fumeancats" as the case study object. By searching for his channel’s loyal fans, using in-depth interviews with the interviewees semi-structured interviews to explore who they are What are the key factors that are attracted to this channel and have been liking it for several years.Finally, according to the content of the in-depth interviews, sorting, summarization and analysis, some specific methods of pet YouTube channels that may attract fans and maintain their loyalty are obtained. It can be roughly divided into the following contents: the characteristics of the film and television works, the personal image of the YouTuber, the process of contact with fans, and the quality of the peripheral products.The conclusions of this research are expected to help the Youtuber who want to become successful pet Youtubers in the future to go more smoothly. en_US dc.description.tableofcontents 第一章 緒論 1第一節 研究背景 1第二節 研究動機 7第三節 研究目的 8第四節 研究流程 10第二章 文獻探討 11第一節 社群媒體 11第二節 YouTube平台 14第三節 個人品牌 16一、品牌 16二、個人品牌 16三、社群媒體上的個人品牌 18第四節 顧客忠誠度 20一、顧客忠誠度概述 20二、忠誠度四階段 23第三章 研究方法 26第一節 深度訪談 26第二節 訪問對象 28第三節 訪談過程 29一、訪談時間地點整理 29二、訪談大綱 29第四章 研究結果 34第一節 YouTube頻道（黃阿瑪的後宮生活）簡述 34第二節 深度訪談結果 37第三節 重點摘述與分析 59第四節 各階段關鍵因素整理 77第五章 結論與建議 78第一節 結論 78第二節 建議 81第三節 研究限制 85第四節 未來研究建議 87參考文獻 89 zh_TW dc.format.extent 6539497 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0108363113 en_US dc.subject (關鍵詞) 自媒體 zh_TW dc.subject (關鍵詞) 網紅 zh_TW dc.subject (關鍵詞) 忠誠度 zh_TW dc.subject (關鍵詞) 粉絲 zh_TW dc.subject (關鍵詞) 影響力 zh_TW dc.subject (關鍵詞) Self-media en_US dc.subject (關鍵詞) Internet celebrities en_US dc.subject (關鍵詞) Loyalty en_US dc.subject (關鍵詞) Fans en_US dc.subject (關鍵詞) Influence en_US dc.title (題名) 寵物類Youtuber粉絲忠誠度形成之研究——以黃阿瑪的後宮生活為例 zh_TW dc.title (題名) A Study on the Formation of Fan Loyalty of Pet-type Youtubers——with Fumeancats as a case study en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 一、中文文獻雪梨(2021)。如何做好使用者訪談？深度訪談技巧大公開！產品腦雪梨。取自：https://sydneypmbrain.com/interview-skills/何佳勳、劉滄碩&謝銘元(2019)。流量為王？這6招抓住客戶的心，才是行銷經營長久之道｜Meet創業小聚。取自：https://meet.bnext.com.tw/articles/view/44996吳柏羲 (2017)。自媒體產業鏈漸成熟內容專業化成發展焦點。資策會產業情報研究所(MIC)。科技新報(2013)。Dimension社群媒體的歷史總表。取自：https://technews.tw/2013/01/28/dimension-the-history-of-social-media/#袁方（編）(2002)。《社會研究方法》，臺北市：五南圖書。黃光玉、劉念夏、陳清文譯(2004)。《媒介與傳播研究方法：志華與量化研究途徑》。臺北市：風雲論壇。二、外文文獻Andrew F. (2020). What`s the difference between social media and social networking. Retrieved from https://searchunifiedcommunications.techtarget.com/answer/Whats-the-difference-between-social-media-and-social-networking.Berthon, P. R., Pitt, L. F., Plangger, K. & Shapiro, D. (2012). Marketing meets Web 2.0, social media, and creative consumers: implications for international marketing strategy, Business Horizons, vol. 55, pp.261 – 271.Blut, M., Evanschitzky, H., Vogel, V., & Ahlert, D. (2007). Switching barriers in the four-stage loyalty model. Advances in Consumer Research, vol. 34, pp.726–734.Boyd, D. M. & Ellison, N. B. (2007). Social network sites: Definition, history, and scholarship. Journal of computer‐mediated Communication 13 (1), pp.210-230.Brown, G. H. (1952), “Brand Loyalty—Fact or Fiction,” Advertising Age, Vol. 23, pp. 52–55.Burgess, J., & Green, J. (2018) YouTube: Online video and participatory culture (2nd Edition) (Digital Media and Society Series). Digital Media and Society. Polity Press, United Kingdom.Chau, C. (2010). YouTube as a participatory culture. New directions for youth development, (128), pp. 65-74.Christopher, M., Payne, A. F. T. and Ballantyne, D. (1991). Relationship Marketing: Bringing Quality, Customer Service and Marketing Together. Butterworth Heinemann/CIM, Oxford.Cunningham, R. M. (1956). Brand loyalty-what, where, how much. Harvard Business Review, 34 (1), pp. 116-128.Donchev, D. (2021). 37 mind blowing YouTube facts, figures and statistics - 2021 - FortuneLords. Retrieved from https://fortunelords.com/youtube-statistics/.Day, G.S. (1969), “A two-dimensional concept of brand loyalty”, Journal of Advertising Research, Vol. 9 No. 3, pp. 29-35.Dick, A. S., & Basu, K. (1994). Customer loyalty: toward an integrated conceptual framework. Journal of the academy of marketing science, 22 (2), pp. 99-113.Evanschitzky, H., & Wunderlich, M. (2006). An examination of moderator effects in the four-stage loyalty model. Journal of Service Research, 8 (4), pp. 330-345.Fishbein, M., & Ajzen, I. (1972). Attitudes and opinions. Annual Review of Psychology, 23 (1), pp. 487-544.Fornell, C. (1992). A national customer satisfaction barometer: The Swedish experience. Journal of marketing, 56 (1), pp. 6-21.Goffman, E. (1959). The presentation of self in everyday life. New York: Penguin Books, pp. 17-43.Hart, S., Smith, A., Sparks, L., & Tzokas, N. (1999). Are loyalty schemes a manifestation of relationship marketing? Journal of marketing management, 15 (6), pp. 541-562.Hepworth, M., & Mateus, P. (1994). Connecting customer loyalty to the bottom line. Canadian Business Review, 21 (1), pp. 40-40.Hootsuite & We Are Social (2021), “Digital 2021 Global Digital Overview,” retrieved from https://datareportal.com/reports/digital-2021-global-digital-overviewJacoby, J., & Chestnut, R. W. (1978). Brand loyalty: Measurement and management. John Wiley & Sons Incorporated, New York.Jones, T. O., & Sasser, W. E. (1995). 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