系統識別號 | U0002-1907201815003400 |
---|---|
DOI | 10.6846/TKU.2018.00571 |
論文名稱(中文) | 網路影片紅什麼?連結觀看者人格特質與觀看行為 |
論文名稱(英文) | Why Online Videos Go Viral? Connecting Viewers’ Traits and Post-Watching Behavior |
第三語言論文名稱 | |
校院名稱 | 淡江大學 |
系所名稱(中文) | 企業管理學系碩士班 |
系所名稱(英文) | Department of Business Administration |
外國學位學校名稱 | |
外國學位學院名稱 | |
外國學位研究所名稱 | |
學年度 | 106 |
學期 | 2 |
出版年 | 107 |
研究生(中文) | 江宜珊 |
研究生(英文) | Yi-Shan Chiang |
學號 | 604610062 |
學位類別 | 碩士 |
語言別 | 繁體中文 |
第二語言別 | |
口試日期 | 2018-06-11 |
論文頁數 | 67頁 |
口試委員 |
指導教授
-
張瑋倫
委員 - 張巧真 委員 - 李月華 |
關鍵字(中) |
網路影片 關聯規則 人格五因 |
關鍵字(英) |
Online videos Association rule Big five personality |
第三語言關鍵字 | |
學科別分類 | |
中文摘要 |
YouTube的崛起使得YouTuber聚焦於製作影片經營自己的平台,並能夠有效地收集觀看次數、訂閱者、評論數等數據轉化為實際收入。因此,先剖析觀看者的特性以及對於影片的接受與喜好程度,才能預測得知觀看者的後續決策行為。本研究欲從複雜且眾多之觀看者的角度出發,由觀看者人格特質為主、觀看後行為為輔切入,先找出觀看YouTube影片者的重要人格特質,利用關聯規則找出線上影片觀看者人格特質關聯強度,以及觀後行為之關聯。本研究分析結果發現,XYZ三個世代與觀看不同類型影片者,在於使用行為與觀後行為方面有明顯不同的偏好及實際行為,各世代中具有親和性、盡責性與外向性特質會正向影響線上影片觀看後行為,而外向性、盡責性與開放性正向影響線上影片類型之觀看後行為。在行銷應用上,企業首先須區隔市場,將觀看者依照各世代做區隔,在導入期欲提升影片分享與轉發的次數,以增加曝光度時,可以Y世代為目標客群;影片知名度進入成長期時,欲再增加更多觸及率以突破訂閱數量,可聚焦在Z世代觀看者;針對X世代族群,是以頻道處於成熟期階段,要維持既有觀眾的熱絡程度以增加影片討論之留言數。此研究結果將提供給影片製作者與行銷策略管理者,在未來操作目標對象、顧客關係管理及欲達到之目的。 |
英文摘要 |
The rise of YouTube allows YouTubers to produce own crearive films and promote own channels, which can effectively transform the data like number of views, subscribers as well as commentsto revenue That is, analyzing the features of the viewers, acceptance, abd preferences toward the film can predict post watching behavior such as decisions. This study uses personality traits of the viewer as the basis to connect post-watching behavior.We focus on discovering the important personality traits of YouTube viewers and apply association rules to generate the correlations between online viewers' personality traits and post-watching behavior. The results showed that generation X, Y, and Z generations and different types of viewers have various preferences and behaviors in terms of usage and post-watching behavior. The characteristics of affinity, conscientiousness and extraversion in each generation have positive effect on online watching behavior; Extraversion, conscientiousness and openness to experience have positive effect on the post-watching behavior of online videos. In marketing practice, companiescan separate the market into different segements of generations. In the introduction period, generation Y can be selected as the target group if companies want to increase the frequency of video sharing and forwarding as well as exposure. When the videos move to the growth stage, generation Z can be selected as the target group if compnaies want to impact more hits in order to break through the subscriptions. As for the feneration X, companies should maintain the audience's enthusiasm to increase the number of views and comments in the mature phase. The findings can help film generators and marketing strategy managersto target accurate customers and understand their personality traitsin the market. |
第三語言摘要 | |
論文目次 |
目錄 I 圖目錄 II 表目錄 III 第一章 緒論 1 第一節 研究背景 1 第二節 研究動機 5 第三節 研究問題 9 第四節 研究目的 11 第二章 文獻探討 14 第一節 人格特質 14 第二節 關聯規則應用 17 第三章 研究方法 22 第一節 人格五因 22 第二節 關聯規則 26 第四章 資料分析 30 第一節 影片資料蒐集 30 第二節 抽樣與分析 33 第三節 關聯規則分析 40 第四節 交叉分析 43 第五節 綜合討論 47 第五章 結論 52 第一節 研究結論 52 第二節 學術與實務意涵 53 第三節 研究限制 55 參考文獻 56 英文文獻 56 網站文獻 62 附錄一 問卷 64 圖1-1美國成年人使用網際網路比率 2 圖1-2 2016年台灣消費者經常使用App類型比率 2 圖1-3 2015年美國高中畢業生使用YouTube影片比率 3 圖1-4亞洲各國網際網路使用者拜訪多媒體影視類網站比率 6 圖1-5多媒體影視類網站使用年齡分布 6 圖1-6多媒體影視類網站使用情況 7 圖1-7 YouTuber對於13至24歲人的影響力 8 圖4-1本研究影片架構圖 30 圖4-2影片類型與性別分布 34 圖4-3各世代訂閱YouTube習慣與否 35 圖4-4每日使用網路時數 36 圖4-5每日使用網路時間6.5小時以上之世代分布 36 圖4-6平均每日觀看YouTube的時間 37 圖4-7最常以何種裝置觀看YouTube 37 圖4-8觀後行為比較 38 圖4-9產品生命週期與各世代行為對照圖 54 表2-1人格特質相關研究彙整表 17 表2-2關聯規則應用研究彙整表 21 表3-1 NEO-PI-R (Revised NEO Personality Inventory) 24 表3-1 NEO-PI-R (Revised NEO Personality Inventory)(續) 25 表3-2變數定義與表示法 28 表4-1影片類型及統計資料 33 表4-2各世代佔各行為比較 39 表4-3各世代人格特質關聯規則 41 表4-4娛樂型與知識型影片人格特質關聯規則表 42 表4-5各世代各人格特質與各行為比較表 45 表4-6各人格特質觀看不同影片類型與各行為比較表 47 表4-7觀後行為與關聯規則 51 |
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