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研究生:許雅玲
研究生(外文):Hsu, Ya-Ling
論文名稱:網路傳播效果對偶像劇收視行為影響之探究
論文名稱(外文):Measuring the impacts of online communication on idol drama
指導教授:江義平江義平引用關係蔡坤宏蔡坤宏引用關係
指導教授(外文):Chiang, I-PingTsai, Kuen-Hung
學位類別:碩士
校院名稱:國立臺北大學
系所名稱:企業管理學系
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2010
畢業學年度:98
語文別:中文
論文頁數:73
中文關鍵詞:網路傳播媒體網路行銷偶像劇
外文關鍵詞:Online Communication MediaInternet Marketing
相關次數:
  • 被引用被引用:13
  • 點閱點閱:1647
  • 評分評分:
  • 下載下載:137
  • 收藏至我的研究室書目清單書目收藏:8
近年來許多新興的網路傳播媒體紛紛出現,而網路與電視兩大媒體維持著既競爭又合作的關係,收看電視的閱聽眾同時也會利用網路搜尋、分享相關的資訊,使用者可以透過網路傳播媒體進行參與、分享甚至創造內容。此外,Web 2.0的興起,更鼓勵使用者創造內容也加速了口碑的傳遞。本研究欲探討在網路使用者真實的行為下,探究透過不同的網路傳播媒介對偶像劇收視率的影響,以及探究在偶像劇播放前後期網路傳播效果之差異,並同時考量時間、劇別的因素,以panel data資料來分析,研究發現影片訊息、網路新聞訊息、官方部落格瀏覽人氣及前一週收視率等變數,皆對收視率有影響。且在偶像劇不同播放的期間,使用網路傳播果也有所差異。最後根據研究結果,提供學者在未來研究的文獻基礎以及實務業者作偶像劇網路行銷策略的參考依據。
Recently, the audience watching TV also used the Internet to search information or share relevant opinions at the same time. That implied audience and Internet users are blurred. Television and Internet media maintain the relationship between competition and cooperation. Moreover, there are many online communication media because of Internet. More and more traditional media use Internet is due to the Internet presents a fundamentally different environment for marketing activities than traditional media. The information can be communicated quickly via Internet, and the information can be diffused widely. Furthermore, users create every kind of media content under Web 2.0 technological foundation. Users-generated content include the information and opinions related to products or services. These online communication media accelerate eWOM diffused.
This research investigates how idol drama’s rating from social media, online journalism, and official website influence key idol drama performance measures (i.e. idol drama ratings).Using idol drama data, the study find that the volume of online video messages, online news message, official blog browsing and the last week rating effect subsequent idol drama ratings. Furthermore, the empirically show that different communication media generate different influence, and find differential impact of all variables over early and later episodes. Finally, we conclude with a discussion of the findings, implications, limitations, and suggestions for future study.
謝  詞 II
國立臺北大學 98學年度第二學期碩士學位論文提要 III
ABSTRACT IV
目錄 V
圖次目錄 VI
表次目錄 VII
第一章 緒論 1
第一節 研究動機與目的 1
第二節 研究範圍及流程 4
第二章 文獻探討 7
第一節 偶像劇定義與迷群行為 7
第二節 資訊傳播媒介 11
第三節 Web 2.0與UGC 22
第四節 網路口碑之應用 28
第五節 小結 31
第三章 研究方法 33
第一節 研究架構 33
第二節 研究假說與變數定義 34
第三節 資料蒐集方法 36
第四節 資料分析方法 42
第四章 資料分析 47
第一節 敘述性統計分析 47
第二節 模型檢定 50
第三節 實證結果與討論 52
第五章 研究結論與建議 57
第一節 研究結論 57
第二節 研究貢獻 61
第三節 研究限制與未來研究建議 62
參考文獻 64
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