國內YouTuber經營虛擬社群之研究

本研究旨在探討將自製影音上傳至YouTube平台的國內YouTuber其社群經營方式，並了解這些國內YouTuber經營的社群所提供的服務內容還有獲利來源。採用質化研究法，深度訪談九位具有經營YouTube頻道經驗，並且已發展成具規模性社群的YouTuber。接著再將所得到的資料進行編碼處理和分析，以歸納出研究結論。最後研究結果發現，YouTuber的經營方式可分成「社群參與者的互動性」、「社群平台的功能性」兩方面進行；服務內容則分為「產品面」、「資訊面」、「服務面」；大多數YouTuber的獲利來源以工商業配、贊助、周邊商品、接活動演講還有群眾募資等間接性收入的方式來達到社群的永續經營。研究貢獻為提供未來有意願經營YouTube頻道社群者及學術研究參考。

關鍵字

YouTube ； YouTuber ；虛擬社群；社群經營

並列摘要

This research used in-depth interviews with nine YouTubers who experienced in channel management and had well-established community. This research indicates that YouTuber's management of community can be divided into ＂Interaction of community participants'' and ＂Functionality of community platform＂. Furthermore, community content includes emphasizing on personal characteristics, sharing useful information and giving community participants feedback. To achieve the community's sustainable development, most YouTuber's profit source is from placement marketing, sponsors, peripheral products, attending commercial performance and crowdfunding. Research contributions are offered to someone who wants to be a YouTuber in the future and academic research reference.