影片縮圖對使用者觀看次數影響之研究-以美妝Youtuber為例

近年來，社群媒體上多數使用者偏好以圖像取代文字說明，而縮圖設計不同會造成使用者對於觀看意願的影響。本文旨在探討影片縮圖和影片內容特徵是否會影響影片的觀看次數，並以YouTube短期周期週年慶期間影片為例，樣本取自2015年至2021年百貨公司週年慶當中保養品或美妝品為主題的影片，共採納131支影片樣本。本研究利用迴歸分析預測影響使用者觀看次數之重要變數，研究結果得出按讚、留言數、封面圖人像個數對於觀看次數呈現正相關，而閱聽受眾的互動、業務配合影片、封面圖品牌數量對於觀看次數呈現負相關；若僅考慮封面圖變數，則得出封面圖品牌數量對於觀看次數呈現負相關、封面圖產品數量對於觀看次數呈現正相關，從中探討重要變數及其影響觀看次數之程度，故本研究可作為美妝youtuber製作封面與內容設計時之參考依據，使品牌業者與美妝youtuber在實務管理與行銷上能有所依循。

關鍵字

縮圖；觀看次數； YouTube ；美妝youtuber ；線性迴歸

並列摘要

In recent years, most users on social media prefer images instead of textual descriptions, and the different thumbnail designs may affect users' willingness to watch. The purpose of this paper is to investigate whether video thumbnails and video content features affect the number of views of a video, using a seasonal promotion of YouTube video as an example. One hundred and thirty-one video thumbnails were selected for this analysis. The study used regression analysis to identify the important influential variables on the number of views and the optimal regression model featuring the highest prediction accuracy to be obtained. The results of the study showed that the number of likes, comments, and number of people on the thumbnail are positive correlation with the number of views, while the number of interactions, business collaboration videos, and number of brands on the thumbnail are negative correlation with the number of views; if only the thumbnail variables are considered, the number of brands on the thumbnail is negative correlation with the number of views, and the number of products on the thumbnail is positive correlation with the number of views. The results of the study can be used as a reference for beauty youtubers in their thumbnails and content design, so that the brand company and beauty youtubers can follow the practical management and marketing strategies.