( 您好!臺灣時間:2021/02/28 21:50
字體大小: 字級放大   字級縮小   預設字形  


研究生(外文):Yu, Yi-Hsien
論文名稱:以資料探勘方法分析 Youtuber 閱聽眾對於手遊代言喜好的關聯式規則
論文名稱(外文):Analyze the association rules of Youtuber audience for mobile game endorsement preferences with data mining
外文關鍵詞:Strategy experience moduleSpokesperson credibilityStickinessUse intentionDecision treeData mining
  • 被引用被引用:0
  • 點閱點閱:64
  • 評分評分:系統版面圖檔系統版面圖檔系統版面圖檔系統版面圖檔系統版面圖檔
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:0
隨著智慧型手機的出現,手機遊戲在近幾年的遊戲市場中數量及獲利皆急速竄升, 手遊業者開始尋求代言人來代言其產品。Youtuber 現如今已成為非常火紅的影 音產製者,在數位環境下扮演了極具影響力的角色。也因此,手遊廠商開始尋求 Youtuber 作為產品代言人。本研究欲探討,閱聽眾重視的「內在策略體驗模組」 及重視的「Youtuber代言人可信度特質」對於其是否「黏著在Youtuber 頻道」、 是否「使用 Youtuber 代言的手遊」之間的關聯式影響。因此,我們運用資料探 勘方法中的 C4.5 決策樹,來進行關聯式規則計算。資料分析的結果顯示,不論 是「內在策略體驗模組」或是閱聽眾重視的「Youtuber 代言人可信度特質」皆會 產生關聯式影響。能提供 Youtuber、手機遊戲廠商在製作業配影片時的一個參考方向。
With the advent of smart phones, the number and profits of mobile games in the game market have skyrocketed in recent years. Mobile game manufacturers are looking for spokesperson to endorse their products. Youtubers are now popular video producers, playing a hugely influential role in the digital environment. As a result, mobile game manufacturers are looking to youtubers as spokesperson for their products. The purpose of this study was to explore the correlation between audiencers' perceived value of the "internal strategy experience module" and perceived value of the "Youtuber spokesperson credibility characteristics" on whether they "stick to Youtuber channels" and whether they "use Youtuber endorsers for mobile game". In this study, the C4.5 decision tree in the data mining method is used to calculate the association rules. The results of the data analysis showed that both the "internal strategy experience module" and the "Youtuber spokesperson credibility characteristics" valued by the audience had a correlation effect. Can provide youtubers, mobile game manufacturers in the production of a video reference direction.
第一章、 前言 8
第一節、 研究背景與動機 8
第二節、 研究目的 14
第三節、 研究貢獻 16
第二章、 文獻回顧 17
第一節、 手機遊戲 17
第二節、 Youtuber 19
第三節、 代言人 20
第四節、 策略體驗模組 23
第五節、 黏著度 25
第六節、 使用意圖 26
第七節、 資料探勘 28
第三章、 研究方法 34
第一節、 研究架構 34
第二節、 閱聽眾行為資料搜集 37
第四章、 資料分析結果 46
第一節、 樣本資料分析 46
第二節、 問卷信度與效度 47
第三節、 決策樹分析 49
第五章、 結論與未來展望 62
第一節、 結論與建議 62
第二節、 未來展望 67
第六章、 參考文獻 68
附錄一、Youtuber 閱聽眾行為之研究問卷 77
暄暄 (2012)。網路造就的紅人。成都:右灰文化
廖正雄(2012)。電子遊戲的遊戲性分類研究─以 APP STORE 遊戲為例。
國立中央大學管理學院高階主管企管碩士班碩士論文,桃園縣。 取自:
周太饒(2014)。以沉浸理論探討智慧型手機遊戲使用者之 群集分析。國
立交通大學經營管理研究所碩士論文,新竹市。 取自:
傳播管理學研究所(含碩專班)碩士論文,臺北市。 取自:
許碧芳、蘇鈺勳(2008)。廣告代言人評選模式之發展與應用。廣告學研究, (29), 29-46.
陳姿妤(2018)。品牌與代言人的品牌個性一致性對代言效果之影響,以台灣美妝 YouTuber 及外國美妝品牌在台經營為例。國立中興大學行銷學系所碩士論文,台中市。 取自: https://hdl.handle.net/11296/fpj8h7
吳統雄(1985)。〈態度與行為研究的信度與效度:理論、反應、反省〉。 《民意學術專刊》,夏季號。
Ajzen, I. (1985). From Intentions to Actions: A Theory of Planned Behavior. In J. Kuhl & J. Beckmann (Eds.), Action Control: From Cognition to Behavior (pp. 11-39). Berlin, Heidelberg: Springer Berlin Heidelberg.
Agrawal, J., & Kamakura, W. A. (1995). The economic worth of celebrity endorsers: An event study analysis. Journal of marketing, 59(3), 56-62.
Bergkvist, L., & Zhou, K. Q. (2016). Celebrity endorsements: a literature review and research agenda. International Journal of Advertising, 35(4), 642-663.
Berry Michael, J. A., & Linoff, G. (1997). Data Mining Techniques for Marketing, Sales and Customer Support. εκδ. Wiley Computer Publishing.
Dubelaar, C., Leong, M., & Alpert, F. (2003). Impact of interactivity on the stickiness of online gift stores. Journal of Asia Pacific Marketing, 2(2), 22-41.
Fayyad, U., Piatetsky-Shapiro, G., & Smyth, P. (1996). From data mining to knowledge discovery in databases. AI magazine, 17(3), 37-37.
Fishbein, M. (1981). leek Ajzen (1975), Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research. Read-ing, MA: Addison-Wesley.
Fred, S. (2015). Examining endorsement and viewership effects on the source credibility of YouTubers.
Friedman, H. H., & Friedman, L. (1979). Endorser effectiveness by product type. Journal of advertising research.
Frieden, Jon B.,(1984). Advertising Spokesperson Effects: An Examination of Endorser Type and Gender on Two Audiences, Journal of Advertising Research , 24 (5), 33-41.

Grupe, F. H., & Mehdi Owrang, M. (1995). Data base mining discovering new knowledge and competitive advantage. Information System Management, 12(4),26-31.
Hackley, C., & Hackley, R. A. (2015). Marketing and the cultural production of
celebrity in the era of media convergence.Journal of marketing
management, 31(5-6), 461-477.
Hanner, N., & Zarnekow, R. (2015, January). Purchasing behavior in free to play
games: Concepts and empirical validation. In 2015 48th Hawaii International
Conference on System Sciences (pp. 3326-3335). IEEE.
Holland, J., & Menzel Baker, S. (2001). Customer participation in creating site
brand loyalty. Journal of interactive marketing, 15(4), 34-45.
Holland, M. (2016). How YouTube developed into a successful platform for user-generated content. Elon journal of undergraduate research in
communications, 7(1).
Hovland, Carll., Irving K. Janis, and Harold H., Kelley (1953), Communication
and Per- suasion, New Haven, CT: Yale University Press.
Hsiao, K. L., & Chen, C. C. (2016). What drives in-app purchase intention for mobile games? An examination of perceived values and loyalty.Electronic Commerce Research and Applications, 16, 18-29.
Hsu, H. Y., Tsou, H. T. (2011). Understanding Customer Experiences in Online Blog Environments. International Journal of Information Management, 31(6), 510-523.
Jerslev, A. (2016). Media Times| in the time of the microcelebrity: Celebrification and the YouTuber zoella. International Journal of Communication, 10, 19.
Jiawei Han, Micheline Kamber, and Jenny Chiang. ( 2001 ) Mining multi-dimensional association rules using data cubes. Technical Report CMPT-TR-97-06, Database System Research Lab. School of Computing Science, Simon Fraser University, 1997.
Kamins, M. A. (1990). An investigation into the “match-up” hypothesis in celebrity advertising: When beauty may be only skin deep.Journal of advertising, 19(1), 4-13.
Khoshoie, T. (2006). Stickiness in virtual communities. Unpublished master’s thesis). Lulea University of Technology, Sweden.
Kim, C., Mirusmonov, M., & Lee, I. J. C. i. H. B. (2010). An empirical examination of factors influencing the intention to use mobile payment. Computers in Human Behavior, 26(3), 310-322.
Li, D., Browne, G. J., & Wetherbe, J. C. (2006). Why do internet users stick with a specific web site? A relationship perspective. International journal of electronic commerce, 10(4), 105-141.
Lin, H., & Sun, C. T. (2007). Cash trade within the magic circle: free-to-play game challenges and massively multiplayer online game player responses. In DiGRA Conference.
Lin, J. C. C. (2007). Online stickiness: its antecedents and effect on purchasing intention. Behaviour & information technology, 26(6), 507-516.
Liu, Z., & Xu, J. (2010, January). Study on the Effects of Virtual Community Involvement on Online Stickiness and Repurchase Intention. In 2010 International Conference on e-Education, e-Business, e-Management and e-Learning(pp. 79-83). IEEE.
McCracken, Grant (1989). Who Is The Celebrity Endorser? Cultural Foundations of The Endorsement Process. Journal of Consumer Research, 16, 310-321.
McGuire, WUliam J. (1985), ''Attitudes and Attitude Change," in Handbook of Social Psychology, Vol. 2, Gardner Lindzey and Elliot Aronson, eds., New York: Random House, 233-346.
Morwitz, V., & Schmittlein, D. (1992). Using Segmentation to Improve Sales Forecasts Based on Purchase Intent: Which "Intenders" Actually Buy? Journal of Marketing Research, 29(4), 391-405. doi:10.2307/3172706
Mowen, J. C., & Brown, S. W. (1981). On explaining and predicting the effectiveness of celebrity endorsers, Advances in Consumer Research, 8 (1), 437-441.
Ohanian, Roobina (1990), Construction and validation of a scale to measure celebrity 
endorsers' perceived expertise, trustworthiness, and attractiveness,Journal of Advertising, 
19(3),pp 39-53.
Quinlan, J. R. (1986). Induction of decision trees. Machine learning, 1(1), 81-106.
Ramayah, T., Lee, J. W. C., & Mohamad, O. (2010). Green product purchase intention: Some insights from a developing country. Resources, conservation and recycling, 54(12), 1419-1427.
Ramos-Serrano, M., & Herrero Diz, P. (2016). Unboxing and brands: youtubers phenomenon through the case study of EvanTubeHD. Prisma Social: Revista de Ciencias Sociales, 1, 90-120.
Rasmussen, L. (2018). Parasocial interaction in the digital age: An examination of relationship building and the effectiveness of YouTube celebrities. The Journal of Social Media in Society, 7(1), 280-294.
Rosen, S. (2001). Sticky website is key to success. Communication World, 18(3), 36-36.
Sato, A. (2012).The YouTube phenomenon: YouTube stars eliminating stereotypes in new media. University of Southern California.
Schmitt, B. (1999). Experiential marketing.Journal of marketing management, 15(1-3), 53-67.
Shaw, M. J., Subramaniam, C., Tan, G. W., & Welge, M. E. (2001). Knowledge management and data mining for marketing. Decision support systems, 31(1), 127-137.
Sheu, J. J., Chu, K. T., & Wang, S. M. (2017). The associate impact of individual internal experiences and reference groups on buying behavior: A case study of animations, comics, and games consumers. Telematics and informatics, 34(4), 314-325.
Spears, N., & Singh, S. N. (2004). Measuring attitude toward the brand and purchase intentions. Journal of current issues & research in advertising, 26(2), 53-66.
Taylor, S., & Todd, P. A. (1995). Understanding information technology usage: A test of competing models. Information systems research, 6(2), 144-176.
Venkatesh, V ., Thong, J. Y . L., & Xu, X. (2012). Consumer acceptance and use of information technology: extending the unified theory of acceptance and use of technology. Mis Quarterly, 36(1), 157-178.
Wang, S. W., Kao, G. H. Y., & Ngamsiriudom, W. (2017). Consumers' attitude of endorser credibility, brand and intention with respect to celebrity endorsement of the airline sector. Journal of Air Transport Management, 60, 10-17.
Westenberg, W. M. (2016).The influence of YouTubers on teenagers: a descriptive research about the role YouTubers play in the life of their teenage viewers (Master's thesis, University of Twente).
Zarmpou, T., Saprikis, V., Markos, A., & Vlachopoulou, M. (2012). Modeling users’ acceptance of mobile services. Electronic Commerce Research, 12(2), 225-248.
Zott, C., Amit, R., & Donlevy, J. (2000). Strategies for value creation in
e-commerce:: best practice in Europe. European Management Journal, 18(5),463-475.
維基百科(2020.4.22)。電子遊戲史。取自: https://zh.wikipedia.org/zh-tw/%E9%9B%BB%E5%AD%90%E9%81%8A%E6 %88%B2%E5%8F%B2
每日頭條(2019.3.25)。動盪的 25 年,回顧手遊發展歷史。取自: https://kknews.cc/zh-tw/game/ppmv9zj.html
Newzoo(2019.6.19)。2019 全球遊戲市場調查報告。取自: https://newzoo.com/insights/trend-reports/newzoo-2019%E5%B9%B4%E5%85 %A8%E7%90%83%E6%B8%B8%E6%88%8F%E5%B8%82%E5%9C%BA% E6%8A%A5%E5%91%8A%E5%85%8D%E8%B4%B9%E7%89%88/
MIC 產業情報研究所(2018.7.12)。【遊戲玩家調查系列一】七成五玩家風 手遊 學生族最熱中。取自:https://mic.iii.org.tw/news.aspx?id=494&List=51
4GAMERS(2018.8.7)。Google 調查:台灣人特別愛玩手遊,比例遠高於英 美日韓。取自: https://www.4gamers.com.tw/news/detail/35853/grow-with-google-play-media-p ress-shared-infomation-about-taiwan-mobiles-gamimg-market
維基百科(2020.3.18)。Youtube。取自:https://zh.wikipedia.org/wiki/Y ouTube
Claire Tseng(2019.10)。台灣人首選的影音平台是什麼。取自: https://www.ipsos.com/sites/default/files/ct/publication/documents/2019-10/n108
林淑惠(2015.7 .22)。台灣人瘋Youtube 月看7.2億次。【中時電子報,工 商時報】。取自: https://www.chinatimes.com/cn/newspapers/20150722000043-260202?chdtv
《台灣傳播調查資料庫》(2018)。第二期第二次。取自: http://www.crctaiwan.nctu.edu.tw/AnnualSurvey_detail.asp?ASD_ID=34
Forbes(2017)。THE WORLD’S HIGHEST-PAID YOUTUBE STARS 2017。 取自: https://www.forbes.com/pictures/5a275d6931358e286471a7e8/8-ryan-toysrevie w-tie/#1fe26a2da4cd
電獺少女(2014.8.6)。Youtube 遊戲影音經營三大秘訣★阿神/舞秋風/魚乾/ 老皮。取自:https://agirls.aotter.net/post/15591
科技新報(2019.3.11)。動視暴雪和 Newzoo 發表報告,強調手遊的潛力。 取自:
合作媒體(2016.9.19)。資料科學家最常使用的十大演算法。【INSIDE 網路趨勢,趨勢】。取自:
電子全文 電子全文(網際網路公開日期:20250722)
註: 此連結為研究生畢業學校所提供,不一定有電子全文可供下載,若連結有誤,請點選上方之〝勘誤回報〞功能,我們會盡快修正,謝謝!
第一頁 上一頁 下一頁 最後一頁 top
系統版面圖檔 系統版面圖檔