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    題名: 探討Youtuber產品置入策略與資訊揭露之說服效果
    Exploring the persuasion effect of product placement strategy and information disclosure by YouTubers
    作者: 張洛瑀
    Chang, Lo-Yu
    貢獻者: 鄭怡卉
    Cheng, I-Huei
    張洛瑀
    Chang, Lo-Yu
    關鍵詞: 產品置入
    資訊揭露
    產品態度
    說服效果
    YouTuber
    Persuasion Effect
    Poduct Placement
    Information Disclosure
    日期: 2021
    上傳時間: 2021-05-03 10:35:02 (UTC+8)
    摘要: 近年YouTube平台大放異彩，作為觀影分眾化的代表，觀眾逐漸捨棄傳統電視節目，轉向自由選擇、隨選隨看且免費的YouTube。觀眾付出觀影時間，創作者得到報酬，收入來源部分來自贊助商產品置入。過去置入研究多著墨傳統媒體，YouTube研究多重於平台經營、商業策略面，目前法規尚無硬性規定揭露付費商品資訊，創作者可自由選擇是否揭露，但Sweetser（2010）研究發現，社群媒體若未揭露利益關係，將危害組織的公共關係與信用。且置入畫面大小也影響觀眾對於置入產品的態度，流暢無痕的置入效果較佳（Williams et al., 2011）。
    本研究以不同置入方式在新媒體平台上的差異效果，和有無揭露利益關係為出發，探究形塑之態度、可信度與再認程度有何異同，採雙因子實驗設計（置入顯著性：置入畫面大與置入畫面小、資訊揭露方式：有揭露、無揭露），研究結果顯示有無揭露利益資訊並不直接影響產品態度，但影響YouTuber可信度，而可信度高低顯著影響產品態度，意即觀眾對於創作者的信任程度可直接轉化為產品態度。另一方面，流暢無感的置入方式造成的態度與再認程度皆更佳。
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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
    106464034
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0106464034
    資料類型: thesis
    DOI: 10.6814/NCCU202100424
    顯示於類別:[傳播學院傳播碩士學位學程] 學位論文

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