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題名 YouTube Shorts之觀看動機與使用意願
Motivation and Usage Intention of YouTube Shorts作者 王詩涵
Wang, Shih-Han貢獻者 白佩玉
Pai, Pei-Yu
王詩涵
Wang, Shih-Han關鍵詞 觀看動機
短影音
使用意願
策略行銷分析架構
YouTube Shorts日期 2022 上傳時間 1-Aug-2022 18:58:59 (UTC+8) 摘要 隨著網際網路發展、消費者觀看習慣改變，近年不同短影音相關應用程式持續推出，用戶持續增加，帶動短影音市場發展。知名的影音平台YouTube也推出與短影音相近的功能，稱為Shorts。此研究選擇YouTube推出的Shorts功能為研究主體，希望深入了解消費者對於YouTube Shorts的觀看動機與接受程度。於文獻回顧後，選擇質化研究並採取一對一深度訪談，訪談大綱設計方式採取半結構式。於訪談後整理訪談內容，再進一步進行分析。研究發現，在觀看動機方面，用戶主要透過YouTube平台系統推播影片而得知並開始觀看Shorts，由於YouTube仍為最常使用之影音平台，加上部分創作者僅在YouTube平台上傳相關短影片，是用戶觀看Shorts的主要動機；在使用意願方面，主要的使用情境為簡短、零碎時間的情境下，Shorts可以滿足用戶快速觀看一部以上完整的影片，而不需要將一部影片分次觀看的需求。另外用戶也會根據不同的情境選擇觀看Shorts或是一般的YouTube影片，若觀看當下只想作為休閒娛樂用途或是獲得重點摘要資訊，受訪者傾向YouTube Shorts；若觀看當下處於較有餘裕的時間，或是希望得到更詳細清楚資訊的狀況下，受訪者較為傾向觀看一般YouTube影片。本研究也運用策略行銷分析架構歸納受訪者從知道、開始觀看並使用YouTube Shorts的流程。本研究提出以下實務建議；平台方面，Shorts與競品功能類似這點在前期會讓用戶更方便移轉到Shorts，但長期會建議持續開發更多吸引用戶的新功能，提升用戶在Shorts的黏著度。企業方面，於行銷上可將Shorts用於前導片的用途、將用戶導流到不同的一般長影片。
With the development of the Internet and the transformation of consumers` viewing habits, different short-video related applications have been launched in recent years, and the number of users continues to increase, driving the development of the short-video market. The famous video platform YouTube has also launched a function similar to short videos, which is called Shorts.This research selected YouTube Shorts as the research subject, aiming to gain insight on consumers` motivation and acceptance of YouTube Shorts. After the literature review, this study adopted semi-structured interviews, and the content was further analyzed.The research found that, in terms of viewing motivation, users mainly heard and started watching Shorts through the YouTube platform system. Shorts can meet the needs of users who prefer to watch more than one complete video rapidly without having to watch a single video in several times under short and fragmented scenarios. Furthermore, users also chose to watch Shorts or general YouTube videos based on different scenarios. If they would like to watch for entertainment or to get a summary of key information, they would prefer YouTube Shorts; if they have more time to watch, or if they would like to get more detailed and clear information, they would prefer to watch general YouTube videos. The study also used a strategic marketing analysis framework to summarize the process of knowing, starting to watch, and using YouTube Shorts.Based on the above results, this study provides the following practical guidelines; For platforms, the similarity between Shorts and competitors’ features will make it easier for users to transfer to Shorts in the early stage. However, in the long term, it is recommended to continuously develop more new features to attract users and increase their stickiness in Shorts. For businesses or brands, Shorts can be used for commercial trailers and redirect users to different long-form videos.參考文獻 中文參考文獻黃靖萱(2019 年2月)。8秒注意力經濟來了！。 商業周刊，1632期。取自https://udndata.com/ndapp/KnoBase/magol/searchDoc?keyword=8%E7%A7%92&origid=16320461&start=0&page=1&forlist=&date=&key=bsw盧學瑩(2020)。社群媒體行銷、資訊可信度對顧客滿意度與品牌績效關聯性之研究—以NBA短影音行銷為例(碩士論文)。 取自https://hdl.handle.net/11296/93s3dzKotler. P, Keller, K. L.(2017)。行銷管理 (徐世同, 楊景傅; 15版)。臺北市：華泰文化股份有限公司。(原著出版於2016)邱志聖(2012)。行銷研究 : 實務與理論應用。臺北市：智勝文化股份有限公司。黃俊英(2012)。行銷研究概論。臺北市：華泰文化股份有限公司。邱志聖(2020)。策略行銷分析：架構與實務應用。台北市：元照出版股份有限公司。黃俊堯(2019)。數位行銷。台北市：雙葉書廊股份有限公司。陳光榮(2002)。行銷研究。台北市：雙葉書廊股份有限公司。葉至誠,、葉立誠(2011)。研究方法與論文寫作。臺北市 : 商鼎文化出版社。Christensen, C. M.(2017)。創新的用途理論：掌握消費者選擇，創新不必碰運氣(洪慧芳譯, 2017)。台北市：天下雜誌出版社。(原作出版於2016)金妍序(2021) 。短影音稱霸小螢幕。動腦雜誌。https://www.brain.com.tw/news/articlecontent?ID=47736林文婧、畢秋敏(2018)。國內短視頻發展現狀及問題思考。人民網。http://media.people.com.cn/BIG5/n1/2018/1204/c422573-30441552.html陳冠榮(2021)。YouTube Shorts 基金在台推出，獎勵台灣創作者投入。科技新報。https://technews.tw/2021/10/01/youtube-shorts-fund/YouTube Shorts 基金(2021)。YouTube說明中心。https://support.google.com/youtube/answer/10923658?hl=zh-Hant網路、行銷人必看：深入分析 iKala 2022 網紅行銷趨勢！ (2022)。INSIDE。https://www.inside.com.tw/article/26875-ikala-2022-kol-report孫嘉君(2021)。TikTok 成今年全球網站流量冠軍！擊敗 Google、臉書，有何過人之處？。未來商務。https://fc.bnext.com.tw/articles/view/1932志祺七七 (2021) 。YouTube 的新功能 #超級感謝 和 #Shorts，可以讓它成功對抗 TikTok 嗎？《YouTube 觀察日記》 EP 049。【部落格影音資料】。https://blog.simpleinfo.cc/shasha77/will-you-tube-s-new-features-super-thankyou-and-shorts-make-it-a-success-against-tiktokFreeman, D. (2018)。台灣人首選的影音平台是什麼?。益普索。https://www.ipsos.com/en-tw/taiwanrenshouxuandeyingyinpingtaishishenme尹航 (2020)。抖音TikTok簡史：從默默無聞到縱橫全球 卻捲入新冷戰風眼。香港經濟日報。https://china.hket.com/article/2691816/%E6%8A%96%E9%9F%B3TikTok%E7%B0%A1%E5%8F%B2%EF%BC%9A%E5%BE%9E%E9%BB%98%E9%BB%98%E7%84%A1%E8%81%9E%E5%88%B0%E7%B8%B1%E6%A9%AB%E5%85%A8%E7%90%83%E3%80%80%E5%8D%BB%E6%8D%B2%E5%85%A5%E6%96%B0%E5%86%B7%E6%88%B0%E9%A2%A8%E7%9C%BCCheng, S. (2021)。Tiktok 樂宣布：抖音全球每月活躍用戶已破 10 億！。INSIDE。https://www.inside.com.tw/article/24988-tiktok-1-billion-monthly-active-usersTenmax (2021)。【IG、YouTube強力參戰】2021短影音行銷趨勢&三大運用指南。動腦雜誌。https://www.brain.com.tw/news/articlecontent?ID=49905#INfuutIb蔡尚勳(2022)。流量即商機 石尊元暢談短影音行銷竄紅密技。經濟日報。https://money.udn.com/money/story/10860/6200957 英文參考文獻Auxier, B., Anderson, M. (2021). Social Media Use in 2021. Pew Research Center. https://www.pewresearch.org/internet/2021/04/07/social-media-use-in-2021/Avery. A (2018). 5 questions for YouTube’s lead UX researcher. Think with Google. https://www.thinkwithgoogle.com/marketing-strategies/app-and-mobile/youtube-user-behavior-research/Bretous M. (2021). 6 Short-Form Video Trends Online Marketers Should Watch in 2022. HubSpot`s Blog. https://blog.hubspot.com/marketing/short-form-video-trendsBudzinski, O., Gaenssle, S. & Lindstädt-Dreusicke, N(2021). The battle of YouTube, TV and Netflix: an empirical analysis of competition in audiovisual media markets. https://doi.org/10.1007/s43546-021-00122-0Cheng X., Dale C. and Liu J. (2008). Statistics and Social Network of YouTube Videos. 2008 16th Interntional Workshop on Quality of Service, 2008, pp. 229-238. doi: 10.1109/IWQOS.2008.32Chang. A (2022). What makes a trend? Human truths behind the Top 5 YouTube trends. Think with Google. https://www.thinkwithgoogle.com/intl/en-apac/marketing-strategies/video/human-truths-driving-top-youtube-trends/Davis, R. (2021). China’s Short-Form Video Market Soars Amidst Pandemic Year, Study Shows (EXCLUSIVE). 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YouTube Shorts Now Up to 30 Billion Daily Views, Ads in Shorts Now in Testing. Social Media Today. https://www.socialmediatoday.com/news/youtube-shorts-now-up-to-30-billion-daily-views-ads-in-shorts-now-in-testi/622814/Jaffe, C. (2020). Building YouTube Shorts, a new way to watch & create on YouTube. YouTube. https://blog.youtube/news-and-events/building-youtube-shorts/Montenegro, L. (2021). The Rise Of Short-Form Video: TikTok Is Changing The Game. Forbes. https://www.forbes.com/sites/forbesagencycouncil/2021/08/27/the-rise-of-short-form-video-tiktok-is-changing-the-game/?sh=eb64fd450837Moffett, J. W., Folse, J. A. G., & Palmatier, R. W. (2021). A theory of multiformat communication: mechanisms, dynamics, and strategies. Journal of the Academy of Marketing Science, 49(3), 441-461.Mohan. N (2021). Accelerated by the pandemic, 3 trends that are redefining video. 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Forbes. https://www.forbes.com/sites/forbestechcouncil/2021/07/15/entertainment-commerce-platforms-are-revolutionizing-the-shopping-experience/?sh=7c3115331c48Wojcicki. S. (2022). Letter from Susan: Our 2022 Priorities. YouTube. https://blog.youtube/inside-youtube/letter-susan-our-2022-priorities/ 描述 碩士
國立政治大學
企業管理研究所(MBA學位學程)
109363029資料來源 http://thesis.lib.nccu.edu.tw/record/#G0109363029 資料類型 thesis dc.contributor.advisor 白佩玉 zh_TW dc.contributor.advisor Pai, Pei-Yu en_US dc.contributor.author (Authors) 王詩涵 zh_TW dc.contributor.author (Authors) Wang, Shih-Han en_US dc.creator (作者) 王詩涵 zh_TW dc.creator (作者) Wang, Shih-Han en_US dc.date (日期) 2022 en_US dc.date.accessioned 1-Aug-2022 18:58:59 (UTC+8) - dc.date.available 1-Aug-2022 18:58:59 (UTC+8) - dc.date.issued (上傳時間) 1-Aug-2022 18:58:59 (UTC+8) - dc.identifier (Other Identifiers) G0109363029 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/141389 - 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) 109363029 zh_TW dc.description.abstract (摘要) 隨著網際網路發展、消費者觀看習慣改變，近年不同短影音相關應用程式持續推出，用戶持續增加，帶動短影音市場發展。知名的影音平台YouTube也推出與短影音相近的功能，稱為Shorts。此研究選擇YouTube推出的Shorts功能為研究主體，希望深入了解消費者對於YouTube Shorts的觀看動機與接受程度。於文獻回顧後，選擇質化研究並採取一對一深度訪談，訪談大綱設計方式採取半結構式。於訪談後整理訪談內容，再進一步進行分析。研究發現，在觀看動機方面，用戶主要透過YouTube平台系統推播影片而得知並開始觀看Shorts，由於YouTube仍為最常使用之影音平台，加上部分創作者僅在YouTube平台上傳相關短影片，是用戶觀看Shorts的主要動機；在使用意願方面，主要的使用情境為簡短、零碎時間的情境下，Shorts可以滿足用戶快速觀看一部以上完整的影片，而不需要將一部影片分次觀看的需求。另外用戶也會根據不同的情境選擇觀看Shorts或是一般的YouTube影片，若觀看當下只想作為休閒娛樂用途或是獲得重點摘要資訊，受訪者傾向YouTube Shorts；若觀看當下處於較有餘裕的時間，或是希望得到更詳細清楚資訊的狀況下，受訪者較為傾向觀看一般YouTube影片。本研究也運用策略行銷分析架構歸納受訪者從知道、開始觀看並使用YouTube Shorts的流程。本研究提出以下實務建議；平台方面，Shorts與競品功能類似這點在前期會讓用戶更方便移轉到Shorts，但長期會建議持續開發更多吸引用戶的新功能，提升用戶在Shorts的黏著度。企業方面，於行銷上可將Shorts用於前導片的用途、將用戶導流到不同的一般長影片。 zh_TW dc.description.abstract (摘要) With the development of the Internet and the transformation of consumers` viewing habits, different short-video related applications have been launched in recent years, and the number of users continues to increase, driving the development of the short-video market. The famous video platform YouTube has also launched a function similar to short videos, which is called Shorts.This research selected YouTube Shorts as the research subject, aiming to gain insight on consumers` motivation and acceptance of YouTube Shorts. After the literature review, this study adopted semi-structured interviews, and the content was further analyzed.The research found that, in terms of viewing motivation, users mainly heard and started watching Shorts through the YouTube platform system. Shorts can meet the needs of users who prefer to watch more than one complete video rapidly without having to watch a single video in several times under short and fragmented scenarios. Furthermore, users also chose to watch Shorts or general YouTube videos based on different scenarios. If they would like to watch for entertainment or to get a summary of key information, they would prefer YouTube Shorts; if they have more time to watch, or if they would like to get more detailed and clear information, they would prefer to watch general YouTube videos. The study also used a strategic marketing analysis framework to summarize the process of knowing, starting to watch, and using YouTube Shorts.Based on the above results, this study provides the following practical guidelines; For platforms, the similarity between Shorts and competitors’ features will make it easier for users to transfer to Shorts in the early stage. However, in the long term, it is recommended to continuously develop more new features to attract users and increase their stickiness in Shorts. For businesses or brands, Shorts can be used for commercial trailers and redirect users to different long-form videos. en_US dc.description.tableofcontents 謝辭 I摘要 IIAbstract III圖次 V表次 VI第壹章 緒論 7第一節 研究背景與動機 7第二節 研究目的與問題 9第三節 研究流程 10第貳章 文獻回顧 12第一節 YouTube 12第二節 短影音 15第三節 YouTube Shorts 18第四節 策略行銷分析架構 21第五節 AIETA與AISAS 26第六節 用途理論 29第七節 動機 30第參章 研究方法 32第一節 研究方法 32第二節 研究對象 36第肆章 訪談分析與結果 44第一節 短影音觀看狀況平台使用習慣 44第二節 YouTube Shorts之觀看動機與使用意願 50第三節 YouTube Shorts跟一般YouTube影片的差異 63第伍章 結論與建議 70第一節 研究結論 70第二節 研究建議 71第三節 研究限制與未來研究建議 73參考文獻 75 zh_TW dc.format.extent 1242847 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0109363029 en_US dc.subject (關鍵詞) 觀看動機 zh_TW dc.subject (關鍵詞) 短影音 zh_TW dc.subject (關鍵詞) 使用意願 zh_TW dc.subject (關鍵詞) 策略行銷分析架構 zh_TW dc.subject (關鍵詞) YouTube Shorts en_US dc.title (題名) YouTube Shorts之觀看動機與使用意願 zh_TW dc.title (題名) Motivation and Usage Intention of YouTube Shorts en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 中文參考文獻黃靖萱(2019 年2月)。8秒注意力經濟來了！。 商業周刊，1632期。取自https://udndata.com/ndapp/KnoBase/magol/searchDoc?keyword=8%E7%A7%92&origid=16320461&start=0&page=1&forlist=&date=&key=bsw盧學瑩(2020)。社群媒體行銷、資訊可信度對顧客滿意度與品牌績效關聯性之研究—以NBA短影音行銷為例(碩士論文)。 取自https://hdl.handle.net/11296/93s3dzKotler. 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