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題名 YouTube 線上影音廣告的數據分析與決策
Data analysis and decision-making of YouTube video advertising
作者 蔡璞玥
Tsai, Pu Yueh
貢獻者 蘇蘅
Su, Herng
蔡璞玥
Tsai, Pu Yueh
關鍵詞 YouTube
科技接受模式
線上影音廣告
YouTube 演算法
廣告數據
廣告策略
YouTube
Technology acceptance model
Online video ads
YouTube algorithm
Ads data
Ads strategy
日期 2022
上傳時間 5-Oct-2022 09:12:57 (UTC+8)
摘要 YouTube 每個月有二十億活躍使用者，是目前全球最多使用者的網路影音平台，YouYube 廣告與消費者溝通的重要性與日俱增，因此有必要探討與理解廣告主購買 YouTube 廣告的意圖、決策過程與效果評估。

由於 YouTube 廣告以社群平台傳遞為主的創新和科技特色，本研究採深度訪談法，訪問四位不同數位行銷專業的廣告主，探討並分析廣告主在擴展科技接收模式的程序學習任務中，如何接受及採納 YouTube 與 Google 的使用者數據，如何解讀為消費者偏好，加上自身產業經驗及合作團隊的配合，認知 YouTube 廣告的價值及廣告策略。

本研究發現以科技接受模式觀察廣告主的感知易用性，發現 YouTube 演算法和多元數據工具，提供多數廣告主更豐富、客製化的訊息分析，有助對其產品消費者和服務對象的快速深入理解；值得注意的是，廣告主感知 YouTube 和Google 資訊數據的有用性，當廣告主使用相關工具及資訊系統時，認為可以帶來工作績效的提升，評估廣告效果。研究發現，受訪者感知易用性越高，使用態度越積極。他們感知易用性越高，其感知有用性也相對增加。

受訪的廣告主如果具有相當的社群平台科技認知以及豐富的使用經驗，更能強化在決策中對於 YouTube 科技及數據分析的好感以及有用性，對於新興串流廣告發展採用演算法以及客製化消費者的洞察具有市場應用價值；而 Google提供的數位數據工具，也適合強化廣告主在廣告決策中的過程應用及修正，對於廣告效果的達成，增加了信任感和靈活度。
With two billion monthly active users, YouTube is currently the world`s largest user of online video and audio Platform, the importance of YouTube advertising and communication with their customers is increasing nowadays. It is necessary to explore and understand the advertiser`s intention to purchase YouTube advertising, their decision-making process and how they perceive YouTube advertising value.

The study aims on how advertisers accept YouTube technological changes and have also made changes in advertisements related to the Technology Acceptance Model. Due to the creative and technological features of YouTube advertising, this research adopts the in-depth interview method, interviewing four advertisers with different digital marketing experiences, to discuss how much digital information they need working on decision-making.

This study has found that most advertisers agreed that they could save time and effort when utilizing YouTube data and tools. Advertisers also believe that it would improve ads performance and comprehend the effects of perceived usefulness. The research confirms that the advertisers accept and adopt the user data of YouTube and Google, can take advantage of the data provided by apps and platforms, thus making online advertising more effectively used. The factors that affect YouTube advertising value and its effect on purchasing intention are thoroughly examined. The more credible and usefulness of the YouTube statistics perceived by the advertisers, the more positive they intend to purchase YouTube ads. Both the convenience and informativeness of YouTube data can influence advertisers’ decision-making intention and action. The YouTube algorithms and multiple digital tools can provide most advertisers with rich and customized information analyses that can help them target customers quickly and improve work performance. This highlights algorithms and digital tools will bring more positive effects to streaming advertising.

These digital data provided by Google are also suitable for enhancing the process application and correction of advertisers in advertising decision-making, which increases the confidence and flexibility for the advertising effects.
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濟學觀點分析 Netflix 追劇勞動〉，《中華傳播學刊》，37：83-112。

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網站部分

Paige Cooper (2021.06.21)。〈How Does the YouTube Algorithm Work in 2021? The Complete Guide〉,《Hootsuite》，取自
https://blog.hootsuite.com/how-the-youtube-algorithm-works/
描述 碩士
國立政治大學
傳播學院碩士在職專班
106941010
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0106941010
資料類型 thesis
dc.contributor.advisor 蘇蘅zh_TW
dc.contributor.advisor Su, Herngen_US
dc.contributor.author (Authors) 蔡璞玥zh_TW
dc.contributor.author (Authors) Tsai, Pu Yuehen_US
dc.creator (作者) 蔡璞玥zh_TW
dc.creator (作者) Tsai, Pu Yuehen_US
dc.date (日期) 2022en_US
dc.date.accessioned 5-Oct-2022 09:12:57 (UTC+8)-
dc.date.available 5-Oct-2022 09:12:57 (UTC+8)-
dc.date.issued (上傳時間) 5-Oct-2022 09:12:57 (UTC+8)-
dc.identifier (Other Identifiers) G0106941010en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/142116-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 傳播學院碩士在職專班zh_TW
dc.description (描述) 106941010zh_TW
dc.description.abstract (摘要) YouTube 每個月有二十億活躍使用者，是目前全球最多使用者的網路影音平台，YouYube 廣告與消費者溝通的重要性與日俱增，因此有必要探討與理解廣告主購買 YouTube 廣告的意圖、決策過程與效果評估。

由於 YouTube 廣告以社群平台傳遞為主的創新和科技特色，本研究採深度訪談法，訪問四位不同數位行銷專業的廣告主，探討並分析廣告主在擴展科技接收模式的程序學習任務中，如何接受及採納 YouTube 與 Google 的使用者數據，如何解讀為消費者偏好，加上自身產業經驗及合作團隊的配合，認知 YouTube 廣告的價值及廣告策略。

本研究發現以科技接受模式觀察廣告主的感知易用性，發現 YouTube 演算法和多元數據工具，提供多數廣告主更豐富、客製化的訊息分析，有助對其產品消費者和服務對象的快速深入理解；值得注意的是，廣告主感知 YouTube 和Google 資訊數據的有用性，當廣告主使用相關工具及資訊系統時，認為可以帶來工作績效的提升，評估廣告效果。研究發現，受訪者感知易用性越高，使用態度越積極。他們感知易用性越高，其感知有用性也相對增加。

受訪的廣告主如果具有相當的社群平台科技認知以及豐富的使用經驗，更能強化在決策中對於 YouTube 科技及數據分析的好感以及有用性，對於新興串流廣告發展採用演算法以及客製化消費者的洞察具有市場應用價值；而 Google提供的數位數據工具，也適合強化廣告主在廣告決策中的過程應用及修正，對於廣告效果的達成，增加了信任感和靈活度。		zh_TW
dc.description.abstract (摘要) With two billion monthly active users, YouTube is currently the world`s largest user of online video and audio Platform, the importance of YouTube advertising and communication with their customers is increasing nowadays. It is necessary to explore and understand the advertiser`s intention to purchase YouTube advertising, their decision-making process and how they perceive YouTube advertising value.

The study aims on how advertisers accept YouTube technological changes and have also made changes in advertisements related to the Technology Acceptance Model. Due to the creative and technological features of YouTube advertising, this research adopts the in-depth interview method, interviewing four advertisers with different digital marketing experiences, to discuss how much digital information they need working on decision-making.

This study has found that most advertisers agreed that they could save time and effort when utilizing YouTube data and tools. Advertisers also believe that it would improve ads performance and comprehend the effects of perceived usefulness. The research confirms that the advertisers accept and adopt the user data of YouTube and Google, can take advantage of the data provided by apps and platforms, thus making online advertising more effectively used. The factors that affect YouTube advertising value and its effect on purchasing intention are thoroughly examined. The more credible and usefulness of the YouTube statistics perceived by the advertisers, the more positive they intend to purchase YouTube ads. Both the convenience and informativeness of YouTube data can influence advertisers’ decision-making intention and action. The YouTube algorithms and multiple digital tools can provide most advertisers with rich and customized information analyses that can help them target customers quickly and improve work performance. This highlights algorithms and digital tools will bring more positive effects to streaming advertising.

These digital data provided by Google are also suitable for enhancing the process application and correction of advertisers in advertising decision-making, which increases the confidence and flexibility for the advertising effects.		en_US
dc.description.tableofcontents 第一章 緒論 1
第一節 研究背景 2
第二節 YouTube 演算法數據搜集與運作 6
第三節 YouTube 廣告的優勢與限制 10
第四節 研究目的 12
第二章 文獻探討 13
第一節 YouTube 發展背景和進化 13
第二節 YouTube 演算法建構的世界 19
第三節 YouTube 廣告形式與應用情境 27
第四節 廣告主衡量 YouTube 廣告效果的理論與實務 38
第五節 研究問題 54
第三章 研究方法 55
第一節 質性研究方法 55
第二節 研究設計 58
第三節 研究執行 66
第四節 深訪資料處理 71
第四章 研究資料分析 72
第一節 廣告主擁有的 YouTube 數據使用方式 72
第二節 廣告主對 YouTube 數據的認知、態度及評價 77
第三節 廣告主採用 YouTube 數據做廣告決策的考量 81
第四節 廣告主監控與衡量 YouTube 影音廣告的成效 85
第五節 廣告主自主補強 YouTube 影音廣告的不足 92
第五章 研究結論與建議 102
第一節 研究發現與討論 102
第二節 研究限制 106
第三節 未來研究建議 108
參考文獻 110
附錄：名詞解釋 117
一、YouTube 名詞解釋 117
二、Google 廣告名詞解釋 118		zh_TW
dc.format.extent 36648555 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0106941010en_US
dc.subject (關鍵詞) YouTubezh_TW
dc.subject (關鍵詞) 科技接受模式zh_TW
dc.subject (關鍵詞) 線上影音廣告zh_TW
dc.subject (關鍵詞) YouTube 演算法zh_TW
dc.subject (關鍵詞) 廣告數據zh_TW
dc.subject (關鍵詞) 廣告策略zh_TW
dc.subject (關鍵詞) YouTubeen_US
dc.subject (關鍵詞) Technology acceptance modelen_US
dc.subject (關鍵詞) Online video adsen_US
dc.subject (關鍵詞) YouTube algorithmen_US
dc.subject (關鍵詞) Ads dataen_US
dc.subject (關鍵詞) Ads strategyen_US
dc.title (題名) YouTube 線上影音廣告的數據分析與決策zh_TW
dc.title (題名) Data analysis and decision-making of YouTube video advertisingen_US
dc.type (資料類型) thesisen_US
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網站部分

Paige Cooper (2021.06.21)。〈How Does the YouTube Algorithm Work in 2021? The Complete Guide〉,《Hootsuite》，取自
https://blog.hootsuite.com/how-the-youtube-algorithm-works/		zh_TW
dc.identifier.doi (DOI) 10.6814/NCCU202201591en_US