探討YouTuber風格類型與其因素相關性影響之研究－以青少年為例

YouTuber隨著網際網路的普及以及YouTube平台的興起，近幾年慢慢成為深受年輕人歡迎的職業，其創作種類多元且風格自由，在年輕族群中擁有充分的影響力。據此，本研究旨在探討大眾認知中對於不同類型的YouTuber在青少年價值觀、模仿行為及消費行為上的影響，以及探討在不同性別、年齡層、身分在價值觀、模仿行為與消費行為上是否具有其顯著差異，最後，本研究並進一步探討青少年價值觀、模仿行為與消費行為三方面之間的相關性。本研究蒐集資料樣本的方式為發放網路問卷，並採用差異分析及相關分析來驗證各項假說。研究結果發現：1.大眾認為不同操作風格類型的YouTuber對於影響青少年引發模仿行為有顯著差異的現象，且魅力型YouTuber相較於知識型YouTuber更容易使青少年引發模仿行為；2.由於YouTuber操作風格與內容的多元化及豐富化，使得不會因為不同性別、年齡層與不同身分之受試者，青少年在價值觀、模仿行為與消費行為之結果而有明顯的影響；3.青少年在價值觀、模仿行為與消費行為三方面皆屬於中度正相關，驗證在影響青少年的價值觀、模仿行為與消費行為之間具有一定程度的關聯性。最後，根據研究結果，本研究提出相關未來有意透過YouTuber行銷其產品或服務之經營者建議以及其他相關未來研究方向，供後續研究者進行研究時之參考。

關鍵字

YouTuber ；價值觀；模仿行為；消費行為

並列摘要

YouTube has become the most popular video platform since the Internet gradually emerged and became popular in last decade. YouTubers have indirectly considered as a kind of favorite career. Young generation has been impacted intensively as YouTubers create diverse contents and deeply loved by young people. The purpose of this research is to explore the influence of different types of YouTubers on these three aspects including adolescent values, behaviors of imitation and their consumptions. Furthermore, this research also discusses the relationships between those aspects. In this study, online questionnaires and surveys were used for data collection, and each hypothesis was examined by variance analysis and correlation analysis. The results are as follows: (1) People tend to think that types of YouTubers' influence to imitative behaviors differs a lot, and comparing to knowledge-based YouTubers, glamour/charm YouTubers are more likely to cause imitative behaviors. (2) Gender, age or occupation do not affect people's perception of the influence with three aspects mentioned above as diversity of YouTuber types and contents diverse. (3) The perception of YouTuber's influence on the three aspects, values, imitation and consumption, is tightly related to one another. At end of the research, based on the study results, recommendations are proposed for reference if subsequent research.

並列關鍵字

YouTuber ； values ； imitation behaviors ； consumption behaviors

參考文獻

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探討YouTuber風格類型與其因素相關性影響之研究－以青少年為例

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