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| Title: | 寵物類Youtuber粉絲忠誠度形成之研究——以黃阿瑪的後宮生活為例
A Study on the Formation of Fan Loyalty of Pet-type Youtubers——with Fumeancats as a case study |
| Authors: | 賀楊
He, Yang |
| Contributors: | 樓永堅
Lou, Yung-Chien
賀楊
He, Yang |
| Keywords: | 自媒體
網紅
忠誠度
粉絲
影響力
Self-media
Internet celebrities
Loyalty
Fans
Influence |
| Date: | 2021 |
| Issue Date: | 2021-08-04 16:40:33 (UTC+8) |
| Abstract: | 互聯網產業在網路時代的興起的大環境下，正在飛速發展。許多人藉著這個難得的機會在各大自媒體平台上大展身手，進行影片的創作，這些自媒體平台像是抖音、Instagram、YouTube等等在近幾年也確實孕育出了不少自媒體時代的網紅。而這些網紅通過接商業廣告、推出自己的周邊品牌以及出席活動等方式可以將他們自身大量的商業價值直接變現，有些網紅的收入也讓許多傳統產業的工作者望塵莫及。
這些網紅會具有一定的商業價值，正是因為他們擁有屬於自己的一群忠誠粉絲。因此，本文想探究如何才能吸引並且留住屬於自己的忠實粉絲，以及粉絲的忠誠度是如何一步步形成的。本研究以台灣第一大寵物類YouTube頻道「黃阿瑪的後宮生活」為個案研究對象，通過尋找其頻道的忠實粉絲，以深度訪談法與受訪者半結構式的訪談，來探究他們是因為哪些關鍵因素而被這個頻道所吸引並且一直喜歡了好幾年。
最後根據整理深度訪談的內容，並進行整理歸納與分析，得到寵物類YouTube頻道可能吸引粉絲並維持他們忠誠度的一些具體的做法。大致分為這樣幾個內容：影視作品的特點、Youtuber的個人形象、與粉絲進行接觸的過程以及周邊商品的品質。
本研究的結論期待可以幫助未來想要成為成功寵物類Youtuber的自媒體人走得更加順利。
The Internet industry is developing rapidly in the context of the emergence of the Internet age. Many people take this rare opportunity to show their talents on major self-media platforms and create videos. These self-media platforms such as Tiktok, Instagram, YouTube, etc. have indeed nurtured many self-media platforms in recent years. Internet celebrities in the media age. These Internet celebrities can directly realize a large amount of their own commercial value by receiving commercial advertisements, launching their own peripheral brands, and attending events. The income of some Internet celebrities is beyond the reach of many workers in traditional industries.
These Internet celebrities have certain commercial value, precisely because they have a group of loyal fans of their own. Therefore, this article wants to explore how to attract and retain their own loyal fans, and how fan loyalty is formed step by step. This research uses Taiwan’s largest pet YouTube channel "Fumeancats" as the case study object. By searching for his channel’s loyal fans, using in-depth interviews with the interviewees semi-structured interviews to explore who they are What are the key factors that are attracted to this channel and have been liking it for several years.
Finally, according to the content of the in-depth interviews, sorting, summarization and analysis, some specific methods of pet YouTube channels that may attract fans and maintain their loyalty are obtained. It can be roughly divided into the following contents: the characteristics of the film and television works, the personal image of the YouTuber, the process of contact with fans, and the quality of the peripheral products.
The conclusions of this research are expected to help the Youtuber who want to become successful pet Youtubers in the future to go more smoothly. |
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| Description: | 碩士
國立政治大學
企業管理研究所(MBA學位學程)
108363113 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0108363113 |
| Data Type: | thesis |
| DOI: | 10.6814/NCCU202100735 |
| Appears in Collections: | [企業管理研究所（MBA學位學程）] 學位論文
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