中華職棒大聯盟球隊影音平台之績效評估與分析

本研究以中華職棒大聯盟所屬的四支球隊（統一獅、中信兄弟、樂天桃猿、富邦悍將）之影音平台YouTube的影片為研究對象，其研究目的如下：本研究工具為影片績效分析工具（Noxinfluencer）以及外部連結分析工具（MOZ Open site explorer），分析這四支球隊在2018－2020三年間共555部影片，分析的影片績效指標包括：影片觀看量、粉絲觀看率、評論數及粉絲互動率；在外部連結指標包括：網址外部連結數、影片分享按鈕外部連結數及影片外部連結總數等，以描述性統計、獨立樣本t檢定、單因子變異數及多元迴歸等統計方法進行分析。結果顯示，不同背景變項（球隊、年度、影片上架天數、影片長度）及外部連結會影響影片績效。本研究發現：主題曲、應援歌、球星相關、啦啦隊相關、臺灣大賽及特定主題的影片會有較佳的影片績效，建議球隊可以優先以這些方向來製作影片。

關鍵字

中華職棒；影片績效；視頻分享；社交媒體；影音平台

並列摘要

This research takes the videos of the YouTube online video sharing and social media platform of the four Chinese Professional Baseball League (CPBL) teams as the research object. A total of 555 videos from four teams in three years from 2018 to 2020 are analyzed. The research tools are Noxinfluencer, a video performance analysis tool, and MOZ Open site explorer, an external link analysis tool. The analyzed video performance indicators include video views, fan viewing rates, comments, and fan interaction rates. External link indicators include the number of URL external links, the number of video sharing buttons external links, and the total number of video external links. The results of the research show that different background variables (team, year, video age, and length of the video) will affect the performance of the video, and external links will affect the performance of the video. According to research data, it is found that the theme song, support song, star-related, cheer-related, Taiwan competition and specific themed videos will have better film performance. It is recommended that the team can give priority to the production of videos in these directions.