新媒體品牌個性構面初探－以臺灣OTT為例

隨著串流影音的崛起，OTT不僅改變閱聽眾的媒體使用習慣，更成為投放數位廣告的重要管道。OTT百家爭鳴，塑造鮮明的品牌形象是致勝關鍵。本研究根據品牌個性理論，聚焦於臺灣主要OTT頻道之品牌個性構面，依據臺灣OTT頻道之經營背景進行分類，頻道類型包括網路營運業者、傳統媒體業者、內容整合業者、使用者自製內容、網路原生媒體，比較此五種OTT頻道類型之品牌個性差異，並深入分析各個OTT品牌品牌個性與差異形成的原因。本研究為探討臺灣OTT品牌之品牌個性的初探性研究，因此，採用三種研究方法。首先，採用深度訪談法，邀請15位經常使用OTT頻道的閱聽眾進行個性詞彙的自由聯想。第二階段，邀請8位閱聽眾進行焦點團體訪談，針對個性詞彙進行討論與補充。第三階段則採用網路問卷調查法，收集共計1,679份有效樣本。研究結果顯示：（1）臺灣OTT品牌之品牌個性包括「專業可靠」、「新潮有趣」、「精緻迷人」、「傳統保守」與「難以忍受」，共五個構面，28個題項。（2）網路營運業者、傳統媒體業者、內容整合業者、使用者自製內容、網路原生媒體等五種OTT類型在各個構面均存在顯著差異。

關鍵字

品牌個性；新媒體； OTT

並列摘要

The rapid development of Internet technologies has brought new types of television into society. Over-the-top television is one such new type of television. Using brand management theory as its theoretical framework, this study investigated the structure of OTT brand personality in Taiwan. This study classified Taiwan’s OTT services into five types, from each of which this study selected two or three OTTs as the target. Three methods were adopted to collect data, the first of which was to conduct 15 intensive interviews. The second method was to conduct two focus groups using eight students as focus group members. The third method was to conduct an online survey that obtained 1,679 valid questionnaires. The data analysis shows five brand personalities for the twelve OTTs, which are reliable and professional, trendy and entertaining, sophisticated and charming, traditional and conservative, as well as intolerable. Moreover, this study found that OTTs in different types had greater differences than OTTs within a same category in terms of brand personality. More findings were discussed in the thesis.

並列關鍵字

Brand personality ； New media ； OTT

參考文獻

Belk, R. W. (1988). Possessions and the extended self. Journal of consumer research, 15(2), 139-168.

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國際替代計量

新媒體品牌個性構面初探－以臺灣OTT為例

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