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研究生:黃雅琪
研究生(外文):HUANG,YA-CHI
論文名稱:我們如何連結?以擬社會互動觀點探究YouTube價值共創
論文名稱(外文):How do we link? Exploring YouTube Values with a View of Social Interaction
指導教授:林欣怡林欣怡引用關係
指導教授(外文):Lin,Shinyi
口試委員:林秋斌莊淑惠林欣怡楊宜興丘周剛
口試委員(外文):LIN,CIOU-BINJHUANG,SHU-HUEILin,Shin-YiYANG,YI-SINGCIOU,JHOU-GANG
口試日期:2019-06-26
學位類別:碩士
校院名稱:國立臺中教育大學
系所名稱:文化創意產業設計與營運學系事業經營管理碩士班
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:2019
畢業學年度:107
語文別:中文
論文頁數:56
中文關鍵詞:社會臨場感自我揭露同質性擬社會互動價值共創
外文關鍵詞:Social presenceSelf-disclosureHomophilyParasocial interactionValue co-creation
相關次數:
  • 被引用被引用:5
  • 點閱點閱:364
  • 評分評分:
  • 下載下載:2
  • 收藏至我的研究室書目清單書目收藏:1
4G 網路的普及帶動了線上影⾳音社群發展,不再像以前只以⽂文字及圖⽚片呈現,
在影⽚片中可以展現的各種訊息吸引⽤用⼾戶觀看,基於此現象本研究針對這幾年⽤用⼾戶
⼤大量增加的YouTube 為研究平台,來了解頻道經者是如何拉近與訂閱者的距離
進⽽而達到互動。︒。調查形式以網路問卷為主,蒐集到213 份有效問卷。︒。研究結果顯
⽰示⾃自我揭露影響了社會臨場感及同質性,同質性部分中介了⾃自我揭露與擬社會互
動,也就是影⽚片中的⾃自我訊息透露能促進訂閱者對頻道經營者的感知,⽽而透過同
質性也可以增加與頻道經營者的互動,之前研究價值共創都偏向於品牌或者或廠
商,但研究發現頻道經營中的擬社會互動也會影響價值共創。︒。
The popularity of 4G network has driven the development of the online audio-visual
community. It is no longer just like text and pictures. The various messages that can
be displayed in the movie attract users to watch. Based on this phenomenon, this
study is aimed at the increasing number of YouTube users in recent years. For the
research platform, to understand how the channel operators get closer to the
subscribers and then interact. The survey format was based on online questionnaires
and 214 valid questionnaires were collected. The results show that self-disclosure
affects social presence and homogeneity. The homogenous part mediates
self-disclosure and social interaction, that is, the self-discipline in the film can
promote the subscriber's perception of the channel operator, and through homogeneity.
It is possible to increase interaction with channel operators. Previous research values
have been biased towards brands or manufacturers, but research has found that the
proposed social interaction of channel management will also affect value creation.
第一章 緒論1
第一節 研究背景與動機1
第二節 研究目的4
第二章 文獻探討6
第一節 社會臨場感6
第二節 自我揭露8
第三節 同質性 10
第四節 擬社會互動12
第五節 價值共創13
第六節 假說推論16
第三章 研究方法19
第一節 研究架構19
第二節 研究變數操作型定義與量表發展20
第三節 研究對象與抽樣方法及預試26
第四節 資料分析方法27
第四章 資料分析與結果28
第一節 樣本分析28
第二節 共同方法變異31
第三節信度分析32
第四節 效度分析33
第五節 獨立樣本T檢定34
第六節 單因子變異數分析35
第七節 路徑分析36
第八節 中介效果分析38
第五章 結論與建議39
第一節 研究結論39
第二節 管理意涵41
第三節 研究限制42
第四節 後續建議43
參考文獻44
附錄56

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