花東人文地景食光隧道－自媒體經營實例分析

目的：研究主要探討分析花東地景的知識性影片在自媒體平台經營成效差異。方法：本研究採用橫斷調查法，研究對象為影片，於2022年5月至12月進行數據分析經營成效，影片內容要素分為特殊地景、人文歷史、地質岩性、知識含量及廣告介入，以7天、30天及60天分析自媒體平台經營成效差異。結果：轉寄數較多為含有飲食文化要素的影片；有投入廣告影片其轉寄數較高；有特殊地景及飲食文化要素影片其三種觀看數均較多。特殊地景7天觀看次數有顯著差異，飲食文化影片在7天、30天及60天觀看次數有顯著較多。有投入廣告的影片其觀看數均有顯著較高。7天觀看數迴歸分析解釋力72.8%，廣告解釋力為57.3%、飲食文化的解釋力為15.8%；30天轉寄數最佳模型可解釋12.3%變異，唯一的顯著變項為廣告。結論：具有飲食文化要素的影片容易吸引關注，有廣告介入的影片觀看數較多，顯示網路社群民眾對於飲食文化有較高的興趣，未來可提供地方從事地方觀光活動規劃的參考。建議後續自媒體經營者若要推動地質或地景特質影片應搭配廣告介入，較能吸引回饋，另外配合時事來推介同性質的影片較能吸引回饋者觀看。

關鍵字

自媒體；經營成效；影片

並列摘要

Purpose: This study explores and analyzes the differences in the operating effectiveness of informative videos about Huadong scenery on self-media platforms. Methods: The object of this study is videos, and the cross-sectional survey method was used to conduct data analysis on business results from May to December 2022. The content elements of the video are divided into special landscapes, human history, geology and lithology, knowledge content and advertising intervention. The differences in the operating results of the self-media platform are analyzed based on 7 days, 30 days and 60 days. Results: Videos with food culture elements have a higher number of forwards; videos with advertising investment have a higher number of forwards; videos with special scenery and food culture elements have a higher number of views in all three categories. There is a significant difference in the number of views in 7 days for special landscapes. Food culture videos have significantly more views in 7 days, 30 days and 60 days. Videos with advertising have significantly higher views. The explanatory power of the 7-day viewing number regression analysis is 72.8%, the explanatory power of advertising is 57.3%, and the explanatory power of food culture is 15.8%.The best model for 30-day forwarding numbers can explain 12.3% of the variation, with the only significant variable being advertising. Conclusion: Videos with elements of food culture are more likely to attract attention, and videos with advertising intervention have more views. It shows that people in the online community have a high interest in food culture. In the future, it can provide a reference for local tourism activities planning. It is discussed that if self-media operators want to promote geological or landscape feature videos in the future, they should use advertising intervention to better attract feedback. In addition, promoting videos of the same nature in conjunction with current events can attract more viewers to watch them.