- 學位論文
YouTuber投入動機、擬社會互動對YouTube經營成效影響之研究
The Influence of YouTubers' Motivation and Parasocial Interaction on Channel Management Effectiveness
摘要
隨著科技的發達與日益普及的網際網路，許多人紛紛投身網紅行列，透過YouTube平台讓更多閱聽眾看見自己的創作，YouTuber更成為受歡迎的職業。而驅使人們躋身YouTuber行列的動機是什麼呢？成為YouTuber後，又該如何經營自己的頻道呢？據此，本研究旨在探討YouTuber的投入動機、擬社會互動與其頻道經營成效之間的關係。 本研究採用問卷調查法，從YouTuber的背景資訊，包括性別、年齡、教育程度、YouTube頻道或影片性質、YouTube頻道經營年資、YouTube頻道經營狀態、頻道經營收益、每周上片次數，以及每天瀏覽自身頻道、社群或粉專之時長，與投入動機、擬社會互動和經營成效建構三個構面，再進行描述性統計、因素分析、信度分析、獨立樣本t檢定、Pearson積差相關、迴歸分析等方法分析。 本研究發現：（一）YouTuber的不同背景變項對擬社會互動與經營成效有顯著差異存在；（二）投入動機與擬社會互動、經營成效有正向相關存在，擬社會互動與經營成效有正向相關存在；（三）投入動機、擬社會互動對經營成效有顯著影響。本研究據此結果提出建議，供從事相關行業者或未來想從事相關職業者，以及後續研究之參考。
並列摘要
Due to technology development and the prevailing of the Internet, the rise of social media platforms has brought many people into the industry of Internet Influencers. In addition, most video creators use the YouTube channel to reach more audience and YouTubers have become an increasingly popular profession. What motivates people to join the YouTuber industry? How to run your own channel? Based on the above, the main purpose of this study was to explore relationships among YouTubers' motivation, parasocial interaction, and channel management effectiveness. This study was conducted through the questionnaire-survey method. The subjects were YouTubers. The questionnaires included the demographic variables, YouTubers' motivation scale, parasocial interaction scale, and channel management effectiveness scale. The data was analyzed by descriptive statistics, independent t-test, one-way analysis of variance, regression and Pearson’s correlation. The results of the study were: (1) There were significant differences in the various variables of the YouTubers' parasocial interaction and channel management effectiveness. (2) There is a positive relationship between motivation and parasocial interaction. There is a positive relationship between motivation and channel management effectiveness. There is a positive relationship between parasocial interaction and channel management effectiveness. (3) YouTubers' motivation and parasocial interaction have a significant impact on channel management effectiveness. In addition, the suggestions were made for YouTubers, or who want to engage in related careers, and future research.
參考文獻
延伸閱讀
- 周孝慈（2012）。從需求、分享觀點探討影響線上影音網站黏著度相關因素之研究-以YouTube影音平台為例〔碩士論文，國立臺中科技大學〕。華藝線上圖書館。https://doi.org/10.6826/NUTC.2012.00115
- 翁毓芝（2020）。探討YouTube平台上廣告態度之前因因子及對購買意願之影響-以廣告涉入為干擾變數〔碩士論文，國立屏東科技大學〕。華藝線上圖書館。https://doi.org/10.6346/NPUST202000158
- 楊承叡（2018）。YouTuber頻道類型與置入產品類別對於購買意願、持續收視意願的影響 - 產品置入接受度的調節效果〔碩士論文，國立政治大學〕。華藝線上圖書館。https://doi.org/10.6814/THE.NCCU.IB.005.2018.F06
- 姜凱恩、洪珮珊、李欣蔚、張家馨（2020）。Research the Genre Preferences and Psychological Motivation of Young Generations when Watching YouTube。圖文傳播藝術學報，()，137-144。https://www.airitilibrary.com/Article/Detail?DocID=16835891-202004-202008260014-202008260014-137-144
- 陳亮均、岑世寬、李建邦（2019）。Exploring the Influence of YouTuber style types and their factors-The Case of Adolescent。管理資訊計算，8()，156-166。https://doi.org/10.6285/MIC.201908/SP_01_8.0013