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題名 D+AF短影音對消費者參與行為之影響
Effects of D+AF Short Video Content on Consumer Engagement Behavior作者 陳炘瑜
Chen, Hsin-Yu貢獻者 白佩玉
陳炘瑜
Chen, Hsin-Yu關鍵詞 品牌短影音
內容特徵
消費者參與
社群媒體行銷
短影音行銷
Brand short videos
Content characteristics
Consumer engagement
Social media marketing
Short video marketing日期 2024 上傳時間 5-Aug-2024 12:13:16 (UTC+8) 摘要 社群媒體如今是品牌與消費者溝通的重要橋樑，透過有趣的內容設計、清晰的產 品資訊促使消費者對品牌產生興趣，並進一步產生參與行為以及購買意願。本研究藉 此探討品牌短影音的內容特徵，了解其如何影響消費者的參與行為，並歸納影響流程 與調節作用。企業個案選擇上，以常利用短影音行銷的時尚產業，且成功在台灣獲得 可觀流量、話題性的女鞋品牌 D+AF 作為主要研究之個案。 本研究採質化研究，對八位符合條件的受訪者進行一對一深度訪談，並整理其回 答結果，分析後得出以下結論: (一)在 D+AF 短影音中，直接參與行為(按讚、留言、分享)主要受到資訊相關性 和故事情節設計的影響，然這些影響過程亦受觀看短影音習慣、認知落差等調節因素 影響參與行為的發生。 (二)在 D+AF 短影音中，進階參與行為(查訊更多資訊、與親友分享討論、瀏覽官 網、實體店鋪)主要受到資訊相關性的影響，而故事情節設計內容特徵則為調節因 子，影響參與行為的發生。 此外，本研究亦針對不同內容特徵及消費族群(主動回應型、無動於衷型、尚待 接觸型)，提出幾項品牌影音內容設計者之實務建議。包括在資訊相關性上，主動回 應型與無動於衷型消費者認為介紹產品應以更具體、個人化的敘述取代浮誇空泛的形 容詞，並且應增加直接呼籲消費者到官網瀏覽的文字，以促進參與;而故事情節設計 的特徵上，建議設計更多元、有創意且有別於抖音配音型風格的短影音內容，避免消 費者對內容感到疲乏、無趣，且短影音呈現重點應聚焦在鞋款而非整體穿搭，避免模 糊焦點而影響參與意願。而所有群體的消費者皆認為 D+AF 短影音的場景設計應增加 與故事內容的匹配性，藉此更加襯托產品的吸引力，才能明顯對參與行為有影響力。 綜上所述，本研究透過質化訪談，梳理品牌短影音內容特徵影響直接、進階參與行為的過程，回應消費者對品牌短影音參與、品牌印象的建立之相關研究問題，同時整理本研究之限制並提出未來建議，以作為其他學者做相關研究之參考。
Social media has become a crucial bridge for communication between brands and consumers. Through engaging content design and clear product information, it fosters consumer interest, participation, and purchase intentions. This study examines the content characteristics of brand short videos and their influence on consumer engagement behavior, summarizing the influencing processes and moderating effects. The case study focuses on the fashion industry, specifically the women's shoe brand D+AF, which frequently utilizes short video marketing and has successfully garnered significant attention and traffic in Taiwan. This qualitative study conducted one-on-one in-depth interviews with eight eligible respondents, compiling and analyzing their responses to draw the following conclusions: 1. In D+AF's short videos, direct participation behaviors (likes, comments, shares) are primarily influenced by information relevance and storyline design. However, these influencing processes are moderated by factors such as short video viewing habits and cognitive discrepancies. 2. Advanced participation behaviors (seeking more information, discussing with friends, browsing the official website, visiting physical stores) in D+AF's short videos are mainly influenced by information relevance, with storyline design acting as a moderating factor affecting the occurrence of these behaviors. Additionally, the study offers practical recommendations for brand video content designers based on different content characteristics and consumer groups (active responders, indifferent viewers, and those awaiting exposure). For information relevance, both active responders and indifferent consumers believe that product introductions should replace exaggerated and vague adjectives with more specific and personalized descriptions. Increasing direct calls-to-action for browsing the official website can also promote engagement. Regarding storyline design, it is recommended to create more diverse, creative, and unique short videos, avoiding the fatigue and disinterest associated with typical TikTok-style dubbing content. The focus of short videos should be on the shoes rather than overall outfits to avoid blurring the focus and affecting participation willingness. All consumer groups agree that D+AF's short videos should enhance the alignment between scene design and storyline to better highlight product attractiveness and significantly influence participation behavior. In conclusion, this study, through qualitative interviews, outlines the processes by which brand short video content characteristics influence direct and advanced participation behaviors, addressing research questions related to consumer engagement and brand impression formation through short videos. The study also discusses its limitations and proposes future research suggestions for reference by other scholars.參考文獻 許婉琪(2023)。趨勢觀察/短影音平台 打響品牌利器。檢自 https://money.udn.com/money/story/122331/7175072(Apr. 30, 2024)。 張紹敏(2024)。董事長親自學拍短影音，一個月多賺 700 萬，40 個員工全變網紅。 檢自 https://www.cw.com.tw/article/5129409(Apr. 30, 2024)。 程倚華(2022) 。蝦皮不買電視廣告了!找網紅進攻短影音，為何 CP 值更高? 。檢自 https://www.bnext.com.tw/article/71910/shoppee-short-ad-mag(Apr. 30, 2024)。 隋昱嬋(2023)。【圖解】短影音流量紅利怎麼吃?TikTok、IG、YouTube 香在哪? 最兇行銷怪物這樣養。檢自 https://www.bnext.com.tw/article/76863/short-form-vid-trend ( Apr. 30, 2024)。 隋昱嬋(2023)。【圖解】短影音無痛上車指南!YouTube Shorts、IG Reels 憑什麼征 戰 TikTok?頂流網紅如何搶頭香?。檢自 https://www.bnext.com.tw/article/76866/short- video-on-board( Apr. 30, 2024)。 79 隋昱嬋(2023)。蝦皮制霸 TikTok 揭密!菜鳥 PD 組「日更」特戰隊拚出台灣商業帳 號 NO.1。檢自 https://www.bnext.com.tw/article/76917/shopee-tiktok-million(Apr. 30, 2024)。 隋昱嬋(2023)。魔性舞!辣腿!Y2K!IG Reels 流量密碼一把抓，D+AF 萌編如何 「秒殺」心占率?。檢自 https://www.bnext.com.tw/article/76918/daf-ig-trend-dance (Apr. 30, 2024)。 鄭緯筌(2023)。數位行銷/短影音行銷 掌握流量密碼。檢自 https://money.udn.com/money/story/122331/7647375(Apr. 30, 2024) 劉嘉雯(Jia-Wen Liou), 郭岱姿(Tai-Tzu Kuo), 李昭慧(Jhao-Huei Li), & 林均棻(Chun-Fen Lin) (2019). 抖音短影音平臺 Tik Tok 之知覺有用性與知覺易用性對消費者購買意願的 影響. 管理資訊計算, 8, 151-160. 財團法人台灣網路資訊中心，2023。2023年台灣網路報告。 https://report.twnic.tw/2023。搜尋日期: 2024 年 4 月 30 日。 Alice，2017。社交媒體如何影響時尚產業?。https://ifashiontrend.com/how-social- media-influence-fashion-industry/。搜尋日期:2024 年 6 月 28 日。 80 KOLRadar，2023。短影音商機正熱!TikTok、 YouTube Shorts、Reels 趨勢整理。 https://www.kolradar.com/blog/trend-sharing/short-video/。搜尋日期: 2024 年 4 月 30 日。 Addo, P., Akpatsa, S., Nukpe, P., Asare, A., & Kulbo, N. 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Retrieved from https://sourcingjournal.com/denim/denim-trends/traackr- influencer-marketing-tiktok-short-form-video-instagram-barbiecore-thrift-resale- 424827/ Violot, C., Elmas, T., Bilogrevic, I., & Humbert, M. (2024). Shorts vs. regular videos on YouTube: A comparative analysis of user engagement and content creation trends. In the 16th ACM Web Science Conference (pp. 213–223). Association for Computing Machinery. Wanshan, H. (2022). Research on short video marketing model in the new media era. In 2022 International Conference on Comprehensive Art and Cultural Communication (CACC 2022) (pp. 195-198). Atlantis Press. Wei, Z., Zhang, M., & Qiao, T. (2022). Effect of personal branding stereotypes on user engagement on short-video platforms. Journal of Retailing and Consumer Services, 69, 103121. Yani, X., Lan, W., & Ping, W. (2019, October). Research on the influence of content features of short video marketing on consumer purchase intentions. In 2019 4th International Conference on Modern Management, Education Technology and Social Science (MMETSS 2019) (pp. 415-422). Atlantis Press. Zhao, Y. (2023). The influence factors of short video marketing on consumer purchasing behavior and the effective suggestions. SHS Web of Conferences, 155, 02002. 描述 碩士
國立政治大學
企業管理研究所(MBA學位學程)
111363071資料來源 http://thesis.lib.nccu.edu.tw/record/#G0111363071 資料類型 thesis dc.contributor.advisor 白佩玉 zh_TW dc.contributor.author (Authors) 陳炘瑜 zh_TW dc.contributor.author (Authors) Chen, Hsin-Yu en_US dc.creator (作者) 陳炘瑜 zh_TW dc.creator (作者) Chen, Hsin-Yu en_US dc.date (日期) 2024 en_US dc.date.accessioned 5-Aug-2024 12:13:16 (UTC+8) - dc.date.available 5-Aug-2024 12:13:16 (UTC+8) - dc.date.issued (上傳時間) 5-Aug-2024 12:13:16 (UTC+8) - dc.identifier (Other Identifiers) G0111363071 en_US dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/152443 - 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) 111363071 zh_TW dc.description.abstract (摘要) 社群媒體如今是品牌與消費者溝通的重要橋樑，透過有趣的內容設計、清晰的產 品資訊促使消費者對品牌產生興趣，並進一步產生參與行為以及購買意願。本研究藉 此探討品牌短影音的內容特徵，了解其如何影響消費者的參與行為，並歸納影響流程 與調節作用。企業個案選擇上，以常利用短影音行銷的時尚產業，且成功在台灣獲得 可觀流量、話題性的女鞋品牌 D+AF 作為主要研究之個案。 本研究採質化研究，對八位符合條件的受訪者進行一對一深度訪談，並整理其回 答結果，分析後得出以下結論: (一)在 D+AF 短影音中，直接參與行為(按讚、留言、分享)主要受到資訊相關性 和故事情節設計的影響，然這些影響過程亦受觀看短影音習慣、認知落差等調節因素 影響參與行為的發生。 (二)在 D+AF 短影音中，進階參與行為(查訊更多資訊、與親友分享討論、瀏覽官 網、實體店鋪)主要受到資訊相關性的影響，而故事情節設計內容特徵則為調節因 子，影響參與行為的發生。 此外，本研究亦針對不同內容特徵及消費族群(主動回應型、無動於衷型、尚待 接觸型)，提出幾項品牌影音內容設計者之實務建議。包括在資訊相關性上，主動回 應型與無動於衷型消費者認為介紹產品應以更具體、個人化的敘述取代浮誇空泛的形 容詞，並且應增加直接呼籲消費者到官網瀏覽的文字，以促進參與;而故事情節設計 的特徵上，建議設計更多元、有創意且有別於抖音配音型風格的短影音內容，避免消 費者對內容感到疲乏、無趣，且短影音呈現重點應聚焦在鞋款而非整體穿搭，避免模 糊焦點而影響參與意願。而所有群體的消費者皆認為 D+AF 短影音的場景設計應增加 與故事內容的匹配性，藉此更加襯托產品的吸引力，才能明顯對參與行為有影響力。 綜上所述，本研究透過質化訪談，梳理品牌短影音內容特徵影響直接、進階參與行為的過程，回應消費者對品牌短影音參與、品牌印象的建立之相關研究問題，同時整理本研究之限制並提出未來建議，以作為其他學者做相關研究之參考。 zh_TW dc.description.abstract (摘要) Social media has become a crucial bridge for communication between brands and consumers. Through engaging content design and clear product information, it fosters consumer interest, participation, and purchase intentions. This study examines the content characteristics of brand short videos and their influence on consumer engagement behavior, summarizing the influencing processes and moderating effects. The case study focuses on the fashion industry, specifically the women's shoe brand D+AF, which frequently utilizes short video marketing and has successfully garnered significant attention and traffic in Taiwan. This qualitative study conducted one-on-one in-depth interviews with eight eligible respondents, compiling and analyzing their responses to draw the following conclusions: 1. In D+AF's short videos, direct participation behaviors (likes, comments, shares) are primarily influenced by information relevance and storyline design. However, these influencing processes are moderated by factors such as short video viewing habits and cognitive discrepancies. 2. Advanced participation behaviors (seeking more information, discussing with friends, browsing the official website, visiting physical stores) in D+AF's short videos are mainly influenced by information relevance, with storyline design acting as a moderating factor affecting the occurrence of these behaviors. Additionally, the study offers practical recommendations for brand video content designers based on different content characteristics and consumer groups (active responders, indifferent viewers, and those awaiting exposure). For information relevance, both active responders and indifferent consumers believe that product introductions should replace exaggerated and vague adjectives with more specific and personalized descriptions. Increasing direct calls-to-action for browsing the official website can also promote engagement. Regarding storyline design, it is recommended to create more diverse, creative, and unique short videos, avoiding the fatigue and disinterest associated with typical TikTok-style dubbing content. The focus of short videos should be on the shoes rather than overall outfits to avoid blurring the focus and affecting participation willingness. All consumer groups agree that D+AF's short videos should enhance the alignment between scene design and storyline to better highlight product attractiveness and significantly influence participation behavior. In conclusion, this study, through qualitative interviews, outlines the processes by which brand short video content characteristics influence direct and advanced participation behaviors, addressing research questions related to consumer engagement and brand impression formation through short videos. The study also discusses its limitations and proposes future research suggestions for reference by other scholars. en_US dc.description.tableofcontents 第壹章 緒論 1 第一節 研究背景與動機 1 第二節 研究目的與問題 4 第三節 研究流程 4 第貳章 文獻回顧 7 第一節 短影音發展 7 第二節 品牌短影音商機 9 第三節 品牌短影音的特徵 11 第四節 消費者參與行為 12 第參章 研究架構與方法 14 第一節 研究架構 14 第二節 研究方法 17 第肆章 訪談分析與討論 40 第一節 前測問卷描述性分析 40 第二節 消費者對品牌短影音的參與行為分析 42 第三節 消費者對於 D+AF 短影音參與行為分 49 第四節 D+AF 短影音對其他消費行為之影響 62 第伍章 結論與建議 67 第一節 重要研究發現 67 第二節 研究貢獻 71 第三節 實務意涵 73 第四節 研究限制與建議 77 參考⽂獻 79 zh_TW dc.format.extent 5373752 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0111363071 en_US dc.subject (關鍵詞) 品牌短影音 zh_TW dc.subject (關鍵詞) 內容特徵 zh_TW dc.subject (關鍵詞) 消費者參與 zh_TW dc.subject (關鍵詞) 社群媒體行銷 zh_TW dc.subject (關鍵詞) 短影音行銷 zh_TW dc.subject (關鍵詞) Brand short videos en_US dc.subject (關鍵詞) Content characteristics en_US dc.subject (關鍵詞) Consumer engagement en_US dc.subject (關鍵詞) Social media marketing en_US dc.subject (關鍵詞) Short video marketing en_US dc.title (題名) D+AF短影音對消費者參與行為之影響 zh_TW dc.title (題名) Effects of D+AF Short Video Content on Consumer Engagement Behavior en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 許婉琪(2023)。趨勢觀察/短影音平台 打響品牌利器。檢自 https://money.udn.com/money/story/122331/7175072(Apr. 30, 2024)。 張紹敏(2024)。董事長親自學拍短影音，一個月多賺 700 萬，40 個員工全變網紅。 檢自 https://www.cw.com.tw/article/5129409(Apr. 30, 2024)。 程倚華(2022) 。蝦皮不買電視廣告了!找網紅進攻短影音，為何 CP 值更高? 。檢自 https://www.bnext.com.tw/article/71910/shoppee-short-ad-mag(Apr. 30, 2024)。 隋昱嬋(2023)。【圖解】短影音流量紅利怎麼吃?TikTok、IG、YouTube 香在哪? 最兇行銷怪物這樣養。檢自 https://www.bnext.com.tw/article/76863/short-form-vid-trend ( Apr. 30, 2024)。 隋昱嬋(2023)。【圖解】短影音無痛上車指南!YouTube Shorts、IG Reels 憑什麼征 戰 TikTok?頂流網紅如何搶頭香?。檢自 https://www.bnext.com.tw/article/76866/short- video-on-board( Apr. 30, 2024)。 79 隋昱嬋(2023)。蝦皮制霸 TikTok 揭密!菜鳥 PD 組「日更」特戰隊拚出台灣商業帳 號 NO.1。檢自 https://www.bnext.com.tw/article/76917/shopee-tiktok-million(Apr. 30, 2024)。 隋昱嬋(2023)。魔性舞!辣腿!Y2K!IG Reels 流量密碼一把抓，D+AF 萌編如何 「秒殺」心占率?。檢自 https://www.bnext.com.tw/article/76918/daf-ig-trend-dance (Apr. 30, 2024)。 鄭緯筌(2023)。數位行銷/短影音行銷 掌握流量密碼。檢自 https://money.udn.com/money/story/122331/7647375(Apr. 30, 2024) 劉嘉雯(Jia-Wen Liou), 郭岱姿(Tai-Tzu Kuo), 李昭慧(Jhao-Huei Li), & 林均棻(Chun-Fen Lin) (2019). 抖音短影音平臺 Tik Tok 之知覺有用性與知覺易用性對消費者購買意願的 影響. 管理資訊計算, 8, 151-160. 財團法人台灣網路資訊中心，2023。2023年台灣網路報告。 https://report.twnic.tw/2023。搜尋日期: 2024 年 4 月 30 日。 Alice，2017。社交媒體如何影響時尚產業?。https://ifashiontrend.com/how-social- media-influence-fashion-industry/。搜尋日期:2024 年 6 月 28 日。 80 KOLRadar，2023。短影音商機正熱!TikTok、 YouTube Shorts、Reels 趨勢整理。 https://www.kolradar.com/blog/trend-sharing/short-video/。搜尋日期: 2024 年 4 月 30 日。 Addo, P., Akpatsa, S., Nukpe, P., Asare, A., & Kulbo, N. 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