政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/141389

政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/141389

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题名:	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
贡献者:	白佩玉 Pai, Pei-Yu 王詩涵 Wang, Shih-Han
关键词:	觀看動機短影音使用意願策略行銷分析架構 YouTube Shorts
日期:	2022
上传时间:	2022-08-01 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.
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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
数据类型:	thesis
DOI:	10.6814/NCCU202200802
显示于类别:	[企業管理研究所（MBA學位學程）] 學位論文

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