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題名 台灣閱聽人對Instagram上K-pop短影音 “Challenge Video”的觀點探討
Exploring the Viewpoint of Taiwanese Audiences on K-pop Short-Form Video “Challenge Video” on Instagram作者 陳姿伃
Chen, Tzu-Yu貢獻者 黃葳威
Huang, Wei-Wei
陳姿伃
Chen, Tzu-Yu關鍵詞 韓國流行文化
短影音
挑戰影片
Instagram短影音
社群媒體互動行 為
台灣閱聽人
K-pop
Short-form video
Challenge video
Instagram Reels
Social media engagement behavior
Taiwanese audiences日期 2025 上傳時間 5-Jan-2026 14:01:09 (UTC+8) 摘要 隨著短影音成為當代數位媒體的重要傳播形式，Instagram Reels 已逐漸成為台灣年輕族群日常使用的主要社群媒體功能之一。近年來，K-pop 產業大量運用「Challenge Video」作為短影音行銷策略，透過藝人合作、簡化舞蹈與高度可複製的表演形式，在社群平台上迅速擴散。然而，現有研究較少從閱聽人角度探討台灣觀眾如何理解與回應此類短影音內容。 本研究以台灣 Instagram 使用者為研究對象，採用質性研究方法，透過半結構式深度訪談，探討台灣閱聽人對 K-pop Challenge Video 的觀看經驗、參與動機與社群互動行為。研究共訪談 15 位年齡介於 18 至 25 歲的受訪者，並以紮根理論進行資料分析，聚焦三項研究問題：K-pop Challenge Video 是否提升閱聽人的社群媒體互動行為（SMEBs）、是否促進對新藝人或歌曲的認識，以及分享與翻跳行為的動機來源。 研究結果顯示，K-pop Challenge Video 明顯提升台灣閱聽人的日常社群媒體互動行為，特別是「按讚」與「分享」，而高投入的創作行為（如翻跳）則僅限於少數具有舞蹈背景或高度粉絲認同的使用者。研究亦發現，藝人合作與 Instagram 演算法推薦共同促進新藝人與歌曲的曝光。然而，與原假設不同的是，分享行為的主要動機並非內容本身的音樂或舞蹈吸引力，而是來自粉絲支持偶像與維繫社交關係的社會性動機。部分受訪者亦對 Challenge Video 對 K-pop 編舞與表演品質的影響表達保留態度。 整體而言，本研究指出 K-pop Challenge Video 在台灣 Instagram 環境中兼具行銷工具、社交互動媒介與文化實踐形式的多重角色，並揭示其在演算法、名人文化與粉絲行為交織下所產生的影響。本研究不僅補充短影音與 K-pop 行銷研究的實證缺口，亦為社群媒體行銷策略提供實務參考。
As short-form video becomes a dominant mode of digital communication, Instagram Reels has emerged as a key platform for youth engagement in Taiwan. In recent years, the K-pop industry has widely adopted “challenge videos” as a short-form marketing strategy, yet limited research has examined how Taiwanese audiences perceive and engage with this content. This study employs a qualitative approach to explore Taiwanese audiences’ experiences with K-pop challenge videos on Instagram. Semi-structured interviews were conducted with 15 Taiwanese Instagram users aged 18 to 25, and the data were analyzed using grounded theory. The study examines audience engagement behaviors, pathways of celebrity and music discovery, and motivations for sharing and recreating challenge videos. The findings show that K-pop challenge videos enhance everyday social media engagement, particularly liking and sharing, while creative participation such as covering remains limited. Celebrity collaboration and algorithmic recommendation play key roles in exposing audiences to new artists and songs. Notably, sharing behaviors are driven primarily by fan loyalty and social motivations rather than by the music or choreography itself. Some participants also expressed concerns about the impact of challenge-oriented content on K-pop’s artistic quality. Overall, this study highlights the role of K-pop challenge videos as effective marketing tools and social interaction mechanisms within Taiwan’s Instagram environment, offering insights for short-form video marketing and digital audience engagement.參考文獻 Abidin, C., and Lee, J. (2023). K-pop TikTok: TikTok’s expansion into South Korea, TikTok Stage, and platformed glocalization. Media International Australia, 188(1), 86-111. https://doi.org/10.1177/1329878X231186445 Ahmad, A. H., Idris, I., Mason, C., & Chow, S. K. (2019). The impact of young celebrity endorsements in social media advertisements and brand image towards the purchase intention of young consumers. International Journal of Financial Research, 10(5), 54-65. http://dx.doi.org/10.5430/ijfr.v10n5p54 Alghizzawi, M. (2019). A survey of the role of social media platforms in viral marketing: The influence of eWOM. International Journal of Information Technology, 3(2), 54-60. https://www.researchgate.net/profile/Mahmoud-Alghizzawi/publication/335110016_A_survey_of_the_role_of_social_media_platforms_in_viral_marketing_The_influence_of_eWOM/links/5d5106a74585153e594ea689/A-survey-of-the-role-of-social-media-platforms-in-viral-marketing-The-influence-of-eWOM.pdf Amri, W. A. (2020). Kpop Fans Fanatism In Social Media Instagram. International Journal of Cultural and Social Science, 1(1), 25-34. https://pcijournal.org/index.php/ijcss/article/view/21/15 Annalisa. (2023, August 18). K-pop Idols Taking on TikTok Challenges: When Stars Go Viral. 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國立政治大學
全球傳播與創新科技碩士學位學程
112ZM1002資料來源 http://thesis.lib.nccu.edu.tw/record/#G0112ZM1002 資料類型 thesis dc.contributor.advisor 黃葳威 zh_TW dc.contributor.advisor Huang, Wei-Wei en_US dc.contributor.author (Authors) 陳姿伃 zh_TW dc.contributor.author (Authors) Chen, Tzu-Yu en_US dc.creator (作者) 陳姿伃 zh_TW dc.creator (作者) Chen, Tzu-Yu en_US dc.date (日期) 2025 en_US dc.date.accessioned 5-Jan-2026 14:01:09 (UTC+8) - dc.date.available 5-Jan-2026 14:01:09 (UTC+8) - dc.date.issued (上傳時間) 5-Jan-2026 14:01:09 (UTC+8) - dc.identifier (Other Identifiers) G0112ZM1002 en_US dc.identifier.uri (URI) https://ah.lib.nccu.edu.tw/item?item_id=180485 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 全球傳播與創新科技碩士學位學程 zh_TW dc.description (描述) 112ZM1002 zh_TW dc.description.abstract (摘要) 隨著短影音成為當代數位媒體的重要傳播形式，Instagram Reels 已逐漸成為台灣年輕族群日常使用的主要社群媒體功能之一。近年來，K-pop 產業大量運用「Challenge Video」作為短影音行銷策略，透過藝人合作、簡化舞蹈與高度可複製的表演形式，在社群平台上迅速擴散。然而，現有研究較少從閱聽人角度探討台灣觀眾如何理解與回應此類短影音內容。 本研究以台灣 Instagram 使用者為研究對象，採用質性研究方法，透過半結構式深度訪談，探討台灣閱聽人對 K-pop Challenge Video 的觀看經驗、參與動機與社群互動行為。研究共訪談 15 位年齡介於 18 至 25 歲的受訪者，並以紮根理論進行資料分析，聚焦三項研究問題：K-pop Challenge Video 是否提升閱聽人的社群媒體互動行為（SMEBs）、是否促進對新藝人或歌曲的認識，以及分享與翻跳行為的動機來源。 研究結果顯示，K-pop Challenge Video 明顯提升台灣閱聽人的日常社群媒體互動行為，特別是「按讚」與「分享」，而高投入的創作行為（如翻跳）則僅限於少數具有舞蹈背景或高度粉絲認同的使用者。研究亦發現，藝人合作與 Instagram 演算法推薦共同促進新藝人與歌曲的曝光。然而，與原假設不同的是，分享行為的主要動機並非內容本身的音樂或舞蹈吸引力，而是來自粉絲支持偶像與維繫社交關係的社會性動機。部分受訪者亦對 Challenge Video 對 K-pop 編舞與表演品質的影響表達保留態度。 整體而言，本研究指出 K-pop Challenge Video 在台灣 Instagram 環境中兼具行銷工具、社交互動媒介與文化實踐形式的多重角色，並揭示其在演算法、名人文化與粉絲行為交織下所產生的影響。本研究不僅補充短影音與 K-pop 行銷研究的實證缺口，亦為社群媒體行銷策略提供實務參考。 zh_TW dc.description.abstract (摘要) As short-form video becomes a dominant mode of digital communication, Instagram Reels has emerged as a key platform for youth engagement in Taiwan. In recent years, the K-pop industry has widely adopted “challenge videos” as a short-form marketing strategy, yet limited research has examined how Taiwanese audiences perceive and engage with this content. This study employs a qualitative approach to explore Taiwanese audiences’ experiences with K-pop challenge videos on Instagram. Semi-structured interviews were conducted with 15 Taiwanese Instagram users aged 18 to 25, and the data were analyzed using grounded theory. The study examines audience engagement behaviors, pathways of celebrity and music discovery, and motivations for sharing and recreating challenge videos. The findings show that K-pop challenge videos enhance everyday social media engagement, particularly liking and sharing, while creative participation such as covering remains limited. Celebrity collaboration and algorithmic recommendation play key roles in exposing audiences to new artists and songs. Notably, sharing behaviors are driven primarily by fan loyalty and social motivations rather than by the music or choreography itself. Some participants also expressed concerns about the impact of challenge-oriented content on K-pop’s artistic quality. Overall, this study highlights the role of K-pop challenge videos as effective marketing tools and social interaction mechanisms within Taiwan’s Instagram environment, offering insights for short-form video marketing and digital audience engagement. en_US dc.description.tableofcontents 1. Introduction 1 1.1 Background of Short-from videos 1 1.2 Background of K-pop Challenge Video 1 1.3 Aims and Objectives 2 2. Theoretical Background 3 2.1 Short-form Video and K-pop Culture in Taiwan 3 2.2 Social Media Engagement of K-pop’s Challenge Videos on Instagram 5 2.3 Celebrity Endorsement 6 2.4 Viral Marketing and The Power of Algorithms 7 3. Methodology 9 3.1 Research Design 9 3.2 Rationale for Using Interviews 9 3.3 Participant 9 3.2 Procedure 10 3.3 Materials 10 3.4 Analytical Strategy 12 4. Findings 13 4.1 Enhancement of Audience Engagement through Challenge Videos (RQ1) 13 4.2 Celebrity Collaboration and Algorithmic Discovery (RQ2) 14 4.3 Sharing as Dominant Engagement and Its Implications (RQ3) 15 4.4 Summary of Findings 16 5. Conclusion, Discussion and Implications 18 5.1 Conclusion 18 5.2 Discussion of Findings 21 5.3 Theoretical Contributions 22 5.4 Practical Implications for Marketing 23 5.5 Limitations and Future Research 23 References 25 Appendix 33 Informed Consent Form 33 Interview Protocol 36 zh_TW dc.format.extent 980201 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0112ZM1002 en_US dc.subject (關鍵詞) 韓國流行文化 zh_TW dc.subject (關鍵詞) 短影音 zh_TW dc.subject (關鍵詞) 挑戰影片 zh_TW dc.subject (關鍵詞) Instagram短影音 zh_TW dc.subject (關鍵詞) 社群媒體互動行 為 zh_TW dc.subject (關鍵詞) 台灣閱聽人 zh_TW dc.subject (關鍵詞) K-pop en_US dc.subject (關鍵詞) Short-form video en_US dc.subject (關鍵詞) Challenge video en_US dc.subject (關鍵詞) Instagram Reels en_US dc.subject (關鍵詞) Social media engagement behavior en_US dc.subject (關鍵詞) Taiwanese audiences en_US dc.title (題名) 台灣閱聽人對Instagram上K-pop短影音 “Challenge Video”的觀點探討 zh_TW dc.title (題名) Exploring the Viewpoint of Taiwanese Audiences on K-pop Short-Form Video “Challenge Video” on Instagram en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) Abidin, C., and Lee, J. 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