社群媒體YouTube行銷效果之分析-以籃球鞋為例

自Web2.0時代的來臨，各式各樣的社群媒體隨之誕生，而近期線上影音分享網站成為繼部落格和相片分享之後最受歡迎的網路服務，線上影音分享網站上開始充斥著各式的產品使用心得，發展一種現象稱為社群媒體行銷。本研究以籃球鞋影片為例，以了解產品資訊的供應端與消費者的需求端是否存在落差為出發點，使用「使用與滿足」理論探討YouTube網站使用者其觀看籃球鞋影片的動機為何，另外使用「內容分析法」來了解籃球鞋影片都在傳遞什麼樣的內容。在將兩者所觀察到的現象進行比對。本研究顯示，觀眾觀看影片主要的動機為「資訊蒐集」、「休閒娛樂」以及「社交互動」。當中影片所傳遞的內容可以分為13個屬性類別。供給與需求兩端的落差最大的點是在於「休閒娛樂」，為了要迎合觀眾的需求，影片供給方可以增加更多幽默元素在影片中。另外本研究也驗證了社群媒體行銷的效果，藉由觀看籃球鞋影片能夠增加籃球鞋的購買行為。

關鍵字

籃球鞋；使用與滿足理論；內容分析法；社群媒體行銷

並列摘要

Since the advent of the Web 2.0 era, various kinds of social media have been born. Recently, online video sharing websites have become the most popular Internet services after the division and photo sharing. Online video sharing websites are beginning to be full of all kinds of product experience. The development of a phenomenon is called social media marketing. This study takes basketball shoes videos as an example to find out whether there is a gap between the supply side of product information and the demand side of consumers. It uses the theory of "uses and gratification " to explore the motivation of YouTube users to watch basketball shoes videos. In addition, it uses the method of "content analysis" to understand what kind of content basketball shoes videos are delivering. After comparing the two observed phenomena. This study shows that the main motivations of the audience are "information gathering", "leisure and entertainment" and "social interaction". The content delivered by the movie can be divided into 13 attribute categories. The biggest gap between supply and demand lies in "leisure and entertainment". In order to meet the needs of the audience, the film supplier can add more humorous elements to the film. This study also verified the effect of social media marketing. Watching basketball shoes videos can increase the purchase behavior of basketball shoes.