政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/131382

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题名:	以資料探勘方法分析 Youtuber 閱聽眾對於手遊代言喜好的關聯式規則 Analyze the association rules of Youtuber audience for mobile game endorsement preferences with data mining
作者:	游依絃 Yu, Yi-Hsien
贡献者:	許志堅游依絃 Yu, Yi-Hsien
关键词:	策略體驗模組代言人可信度黏著度使用意圖決策樹資料探勘 Strategy experience module Spokesperson credibility Stickiness Use intention Decision tree Data mining
日期:	2020
上传时间:	2020-08-03 18:48:33 (UTC+8)
摘要:	隨著智慧型手機的出現，手機遊戲在近幾年的遊戲市場中數量及獲利皆急速竄升，手遊業者開始尋求代言人來代言其產品。Youtuber 現如今已成為非常火紅的影音產製者，在數位環境下扮演了極具影響力的角色。也因此，手遊廠商開始尋求 Youtuber 作為產品代言人。本研究欲探討，閱聽眾重視的「內在策略體驗模組」及重視的「Youtuber代言人可信度特質」對於其是否「黏著在Youtuber 頻道」、是否「使用 Youtuber 代言的手遊」之間的關聯式影響。因此，我們運用資料探勘方法中的 C4.5 決策樹，來進行關聯式規則計算。資料分析的結果顯示，不論是「內在策略體驗模組」或是閱聽眾重視的「Youtuber 代言人可信度特質」皆會產生關聯式影響。能提供 Youtuber、手機遊戲廠商在製作業配影片時的一個參考方向。 With the advent of smart phones, the number and profits of mobile games in the game market have skyrocketed in recent years. Mobile game manufacturers are looking for spokesperson to endorse their products. Youtubers are now popular video producers, playing a hugely influential role in the digital environment. As a result, mobile game manufacturers are looking to youtubers as spokesperson for their products. The purpose of this study was to explore the correlation between audiencers` perceived value of the "internal strategy experience module" and perceived value of the "Youtuber spokesperson credibility characteristics" on whether they "stick to Youtuber channels" and whether they "use Youtuber endorsers for mobile game". In this study, the C4.5 decision tree in the data mining method is used to calculate the association rules. The results of the data analysis showed that both the "internal strategy experience module" and the "Youtuber spokesperson credibility characteristics" valued by the audience had a correlation effect. Can provide youtubers, mobile game manufacturers in the production of a video reference direction.
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描述:	碩士國立政治大學傳播學院傳播碩士學位學程 107464044
資料來源:	http://thesis.lib.nccu.edu.tw/record/#G0107464044
数据类型:	thesis
DOI:	10.6814/NCCU202001022
显示于类别:	[傳播學院傳播碩士學位學程] 學位論文

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