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    题名: 從觀看動機差異檢視美妝YouTuber業配影片類型的效果
    The Effects of Branded Videos Sponsored by YouTubers for Consumers with Different Viewing Motives: An Example Using Branded Videos for Cosmetic Products
    作者: 吳靖雯
    Wu, Ching-Wen
    贡献者: 張卿卿
    吳靖雯
    Wu, Ching-Wen
    关键词: YouTuber業配影片
    觀看動機
    業配影片態度
    品牌態度
    購買意願
    日期: 2020
    上传时间: 2020-08-03 18:48:00 (UTC+8)
    摘要: 近年來，隨著YouTuber的蓬勃發展，影響力也逐漸擴大。YouTuber開始發揮意見領袖的作用，影響消費者的種種行為，使得許多品牌商與YouTuber合作，發展出新的行銷模式：「業配影片」。
    過去YouTuber業配影片之相關研究，大多是探討不同內容的YouTuber頻道對於消費者的影響，然而根據本研究觀察，台灣YouTuber業配影片除了內容不同之外，業配影片類型也不同，主要分為商品資訊主導影片及故事主導影片。除此之外，不同的消費者觀看YouTuber業配影片的動機也不盡相同，分別為想要透過影片瞭解商品的資訊搜尋動機，以及把觀看YouTuber業配影片當作是娛樂的娛樂動機。透過上述的兩個實務觀察發現，本研究認為在不同業配影片類型以及觀看動機的刺激下，消費者會產生不同的態度及反應。
    因此，本研究以美妝YouTuber為例，將不同業配影片類型（商品資訊主導、故事主導）、不同消費者觀看動機（資訊搜尋、娛樂）、業配影片態度、品牌態度以及購買意願作為變項，探討在不同的業配影片類型與閱聽眾不同觀看動機的交互作用下，對於業配影片態度、品牌態度以及購買意願之影響。本研究以實驗法作為研究方法，採完全受試者間設計，操弄三個變數分別為：閱聽眾觀看美妝YouTuber業配影片之動機（資訊搜尋vs. 娛樂）、美妝YouTuber業配影片類型（商品資訊主導vs. 故事主導）與兩位YouTuber（YouTuber A vs. YouTuber B）。研究結果顯示出業配影片類型與觀看動機無交互作用，換言之，業配影片類型與業配影片態度的關係不受觀看動機之影響。另外，本研究也發現觀看商品資訊主導影片會使受試者產生較佳品牌態度，也會進一步產生較佳的購買意願。
    參考文獻: 中文部分
    網路資料：
    Ipsos（2013年）。〈YouTube台灣使用者行為大調查〉。上網日期，2020年2月24日。取自：https://www.ipsos.com/en-tw/solutions/overview#category3

    Ipsos（2018年）。〈YouTube台灣使用者行為大調查〉。上網日期，2020年2月24日。取自：https://www.ipsos.com/en-tw/solutions/overview#category3

    MIC產業情報研究所（2014年6月13日）。〈96.2%台灣網友近期曾使用社交網站〉。上網日期，2020年2月24日。取自：https://mic.iii.org.tw/news.aspx?id=364

    廣告雜誌（2019年11月18日）。〈先勢集團與東方線上共同發表第三類媒體年度報告 跨視代革命來臨〉。上網日期，2020年2月24日。取自：http://adaround.blogspot.com/2019/11/blog-post_8.html

    創市際市場研究（2018年12月）。〈2018 年台灣網路報告〉。上網日期，2020年2月24日。取自：https://www.twnic.net.tw/doc/twrp/201812e.pdf

    期刊論文：
    蕭宏祺（2012）。〈YouTube 的崛起: 一個新的公民參與平台〉。新聞學研究，113：239-252。

    蘇品伃（2017）。〈YouTuber 對美妝消費者購買決策影響之研究〉。政治大學商學院科技管理與智慧財產研究所學位論文。

    李妍慧（2018）。〈YouTuber 可信度對消費者購買意願的影響: 置入性行銷的角色〉。嶺東科技大學行銷與流通管理研究所學位論文。

    徐志秀（2018）。〈國內 YouTuber 經營虛擬社群之研究〉。臺灣師範大學圖文傳播學系學位論文。

    蔡馨誼（2018）。〈社群媒體投入度之探討研究—以YouTuber頻道觀眾為例〉。東海大學企業管理研究所學位論文。

    白嘉寧（2018）。〈消費者觀看美妝 YouTuber 之動機及其對購買行為影響〉。中正大學行銷管理研究所學位論文。

    張卿卿（2016）。〈線上影音接收，傳散與產製上傳行為探討：多元動機之觀點〉。中華傳播學刊，30：61-107。

    簡培凱（2013）〈品牌知名度，擬社會互動與訊息多面性對於廣告效果之影響：以諮商中心為例〉。新竹教育大學教育心理與諮商研究所學位論文。

    鍾育明、黃樸生（2016）〈品牌故事功能對顧客廣告態度與品牌態度之影響—兼論品牌知名度之干擾角色〉。北商學報，(27-30)：47-79.

    盧奕勛（2018）〈探討 Youtuber 業配影片內容行銷效益–以平衡理論分析〉。政治大學科技管理與智慧財產研究所學位論文。

    英文部分
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    Visual Capitalist (2019, August 7) Ranking the Top 100 Websites in the World. https://www.visualcapitalist.com/ranking-the-top-100-websites-in-the-world/

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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
    107464024
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0107464024
    数据类型: thesis
    DOI: 10.6814/NCCU202001033
    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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