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研究生:陳蓉箴
研究生(外文):CHEN, JUNG-CHEN
論文名稱:不持續點閱 YouTuber 頻道之意圖的影響因素
論文名稱(外文):Determinants of Discontinuous Intention of Clicking on YouTuber Channels
指導教授:吳建興吳建興引用關係
口試委員:吳傳春趙建雄
口試日期:2020-06-05
學位類別:碩士
校院名稱:國立高雄大學
系所名稱:資訊管理學系碩士班
學門:電算機學門
學類:電算機一般學類
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:70
中文關鍵詞:YouTuber期望不一致理論影片特性YouTuber 特質不持續點閱意圖
外文關鍵詞:YouTuberExpectation-disconfirmation theoryVideo featuresYouTuber featuresDiscontinuous clicking intention
相關次數:
  • 被引用被引用:0
  • 點閱點閱:138
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  • 下載下載:39
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雖然 YouTuber 頻道可以在短時間內引起群眾關注並提升影片的觀看人數,
然而,仍有觀看者在一段時間之後就很少或甚至於不再點閱。例如,YouTuber
持續推出相似主題的影片內容,可能容易造成觀看者對該頻道感到乏味而不願意
繼續留下。本研究論文以此為動機,以期望不一致理論為理論基礎,建立並實證
驗證一個描述 YouTube 用戶不持續觀看 YouTuber 頻道的解釋模式,此解釋模式
將考量影片特質(娛樂性不足、標題與內容不一致、知覺廣告干擾)及 YouTuber
特質(知覺互動性不足及負面自我披露)為兩個期望不一致的主因。本研究同時也
檢定點閱年資(半年以上、三~五個月、不足三個月)對解釋模式的調節效果。經
由 406 筆有效問卷的分析結果,得到如下的研究發現:(1)影片特質與 YouTuber
特質的變數中,只有知覺廣告干擾對於用戶的知覺不滿意是沒有影響的,其餘變
數皆呈現顯著的影響,(2)調節變數(點閱資歷)對知覺互動性不足與知覺不滿意度
的關聯有顯著調節效果,(3)調節變數對娛樂性不足及標題與內容不一致有部分
調節效果。本研究也提出管理意涵與建議供 YouTube 平台及 YouTuber 未來經營
的參考。
Despite that YouTuber channel can attract people's attention and rapidly increase the number of viewers of the movie, there are still some viewers who rarely or even no longer view it in a few days. For example, YouTuber continues to launch video content with similar themes, which may easily cause viewers to be bored with the channel and choose not to stay. Based on the theory of expectation-disconfirmation, the research thesis proposes and empirically examines a causal model that describes YouTube users who are not watching YouTuber channels continuously. The model considers channel characteristics (i.e., insufficient enjoyment, inconsistency between title and contents, and perceived ad interference) and YouTuber traits (i.e., insufficient perceived interactivity and negative self-disclosure) are two main determinant facets associated with the discontinuous clicking intention. This study also verifies the moderation effect of users’ seniority (i.e., more than half a year, three to five months, less than three months) on the causal model. According to the analysis of 406 valid samples, the following research findings were found: (1) of the variables of video traits and YouTuber traits, only perceived ad interference reveals no effect on the user’s perception of dissatisfaction, and the remaining variables have significant effects. (2) users’ seniority shows a significant effect on the insufficient perceived interactivity. (3) users’ seniority shows a partially significant effect on insufficient enjoyment and inconsistency between title and content. This study also puts forward management implications and suggestions for the YouTube platform and YouTuber's future operations.
第一章、 緒論 1
第一節. 研究背景與動機1
第二節. 研究目的 5
第三節. 研究流程 5
第二章 文獻探討 6
第一節. 社群媒體 7
第二節. YOUTUBER 頻道 9
第三節. 期望不一致理論 11
第四節. YOUTUBER 影片特質之期望不一致 13
第五節. YOUTUBER 特質之期望不一致 18
第六節. 點閱資歷 21
第三章、 研究方法 23
第一節. 研究模型 23
第二節. 問卷設計 25
第三節. 抽樣計畫 25
第四節. 資料分析技術 26
第五節. 預試資料分析 26
第四章、研究結果 29
第一節. 敘述性統計分析29
第二節. 信效度分析 30
第三節. 研究模型驗證 33
第五章、結論與建議 40
第一節. 結論 40
第二節. 研究貢獻 45
第三節. 研究限制 49
第四節. 未來建議 49



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