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研究生:李芸萱
研究生(外文):LEE,YUN-HSUAN
論文名稱:以社會網絡分析辨別網紅位置與角色-以youtuber為例
論文名稱(外文):To Identify The Position And Role Of Youtuber By Network Analysis
指導教授:凃鈺城凃鈺城引用關係
指導教授(外文):TU,YU-CHENG
口試委員:蕭仁傑陳信帆
口試委員(外文):XIAO,REN-JIECHEN,XIN-FAN
口試日期:2020-07-10
學位類別:碩士
校院名稱:朝陽科技大學
系所名稱:行銷與流通管理系
學門:商業及管理學門
學類:行銷與流通學類
論文種類:學術論文
論文出版年:2020
畢業學年度:108
語文別:中文
論文頁數:56
中文關鍵詞:社會網絡分析網路紅人合作影片位置與角色
外文關鍵詞:Social network analysisInternet celebritiesActiveness or complementaryPosition and role
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隨著網絡的發達與3C產品普及化,促進了社群網站的發展,可以發現網紅的人數正在逐年攀升,其競爭相對激烈。本研究以台灣聲量百大youtuber為例,Youtuber除了以個人獨特性創作自己的UGC,也能與他人互相串連、合作影片,透過人際交流、互動更能接觸到其他使用者,增加曝光率。因此youtuber應了解自身在網絡中的位置。
本研究將利用社會網絡分析的方法來了解youtuber們相互合作所形成的網絡關係,建構出合作積極性(PC)及成員多寡性(NCM)二指標,將結構相似性的頻道分門別類在四個象限內,並將四象限命名為社交活躍者、投機者、單打獨鬥者、團體固定者並賦予角色意義,並由迴歸分析來了解PC與NCM對觀看次數、按讚數、倒讚數以及留言數的影響。經由本研究結果明白自身在自媒體產業中的地位。

The growth of the Internet and the popularization of 3C products promoted the development of community websites. It can be found that the Internet celebrity counts are increasing year by year, and their competition with each other are relatively fierce. This study takes the top 100 YouTubers in Taiwan as sample. They not only create their own user generated content (UGC) with their own uniqueness but also connect with others and show in each other’s videos. Through interpersonal communication and interaction, it can reach other users and increase exposure. Therefore, youtubers should understand their own position in the network.
This research will use the method of social network analysis to understand the network relationship formed by youtubers' mutual cooperation, construct two indicators of cooperation enthusiasm (PC) and membership (NCM), and classify channels with structural similarity into four quadrants , And named the four quadrants as social activists, speculators, solo players, group fixers and assigned role meanings. Regression analysis is used to understand the number of views, number of likes, number of reverse likes and comments made by PC and NCM Impact. Through the results of this research, I understand my position in the self-media industry.

摘要 I
Abstract II
致謝 III
目錄 IV
表目錄 V
圖目錄 VI

第壹章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第壹章 文獻探討 4
第一節 網路紅人 4
第三節 社會網絡之意涵 11
第四節 互補性資源 17
第五節 位置與角色 19
第貳章 研究方法 23
第一節 研究流程 24
第參章 研究結果 31
第一節 位置分析 31
第二節 角色分析 44
第三節 迴歸分析 46
第肆章 結論與建議 50
參考文獻 53

表目錄
表2-1:台灣百大YouTuber網路聲量排行榜 6
表3-1:從屬網絡之矩陣 .27
表4-1:百大Youtube頻道中PC值與NC值 33
表4-2:百大聲量頻道位置表 40
表4-3:各象限之觀看次數、按讚數、倒讚數、留言數平均數 47
表4-4:PC、NCM對觀看次數之迴歸結果驗證 48
表4-5:PC、NCM對按讚數之迴歸結果驗證 48
表4-6:PC、NCM對倒讚數之迴歸結果驗證 48
表4-7:PC、NCM對留言數之迴歸結果驗證 48

圖目錄
圖2- 1:節點與連結示意圖 11
圖2- 2:節點與連結網絡示意圖 13
圖2- 3:具方向性之網絡示意圖 14
圖2- 4:具強弱關係之網絡示意圖 15
圖2-5:Youtuber於社會網絡之從屬關係對照圖 16
圖3-1:研究流程架構圖 23
圖3-2:資料蒐集流程圖 24
圖3-3:從屬矩陣示意 27
圖3-4:研究架構圖 30
圖4-1:P-N位置分析示意圖 35
圖4-2:百大頻道的P-N散佈圖 37
圖4-3:P-N圖中四個象限的頻道分佈圖 37
圖4-4:P-N角色分析示意圖 44





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