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研究生:鍾守沂
研究生(外文):Chung, Shou-Yi
論文名稱:Youtube之品牌熟悉度、自我揭露程度、訂閱數對消費者行為之影響
論文名稱(外文):The Effect of Brand Familiarity, Self-disclosure, and Subscribe numbers on Consumer Behavior on Youtube
指導教授:林慧斐林慧斐引用關係
指導教授(外文):Lin, Hui-Fei
學位類別:碩士
校院名稱:國立臺灣師範大學
系所名稱:大眾傳播研究所
學門:傳播學門
學類:一般大眾傳播學類
論文出版年:2020
畢業學年度:109
語文別:中文
論文頁數:124
中文關鍵詞:網路紅人YoutubeYoutuber業配擬社會互動品牌熟悉度自我揭露訂閱數廣告效果品牌態度購買意願
外文關鍵詞:product placement onlineuser- generated-contentadvertisement effectssubscribes numbersself- disclosure
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隨著社群平台以及Youtube的影音內容興起,使用者原創內容成為各社群平
台重要的元素,而許多廠商看準這種現象,紛紛與利用網路產生影響力的網紅合作,試圖透過與網紅合作的業配,使產品在觀看者面前大量曝光,並加上網紅分享使用心得等,吸引消費者的目光。本研究以Youtube平台為背景,結合社會回應理論與符號互動論,研究採2品牌熟悉度(品牌熟悉度高 vs. 品牌熟悉度低) x 2自我揭露程度(自我揭露程度高 vs. 自我揭露程度低)x 2訂閱數(訂閱數高 vs. 訂閱數低)之三因子組間實驗設計,探討Youtube網紅所拍攝業配影片的廣告 效果,以及擬社會互動在自變項(品牌熟悉度、自我揭露程度、訂閱數)與依變 項(品牌態度、購買意願)之間的中介效果。
本研究結果證實:(1)「品牌熟悉度高」相較於「品牌熟悉度低」有較佳 的消費者行為、(2)「自我揭露程度高」相較於「自我揭露程度低」有較佳的 消費者行為、(3)「品牌熟悉度高、訂閱數高時」,相較於「自我揭露度低」, 「自我揭露度高」能產生較佳的消費者行為、(4)擬社會互動在品牌熟悉度、 訂閱數、自我揭露程度與消費者行為間無中介效果影響。
In the digital age, social media has become an important role in our life. Youtube have become the most popular video platform in the world and made a lot of new Youtubers popular on the internet. Youtubers profit from cooperate with the products company and make video to promote the products. It’s a new way to do the product placement online. Thus, to do the research on this new way of product placement online is necessary. The purpose of the current research is to explore the Ads effects of Youtuber’s product placement video on Youtube.
A 2 (brand familiarity high vs. low) x 2 (subscribes numbers high vs. low) x 2 (self- disclosure degree high vs. low) between-subject design was conducted to examine if the variables could impact the advertising effects. And tested to see if the para-social interaction mediates the relationship between brand familiarity, self-disclosure degree, subscribes numbers and consumer behavior.
The result of this research shows that: (1) compared to the low subscribe numbers of Youtube channel, high subscribe numbers leads to a better consumer behavior; (2) compared to the low self-disclosure, high self-disclosure degree in the Youtube product placement video leads to a better consumer behavior; (3) para social interaction is not a significant factor mediating the relationship between the brand familiarity with the consumer behavior, so do the subscribe number, self-disclosure degree and the consumer behavior.
謝誌 II
摘要 III
ABSTRACT IV

第壹章 緒論 1
第一節、研究背景、動機與目的 1
第二節、研究問題 4

第貳章 文獻探討 5
第一節、Youtuber、網紅、業配 5
一、Youtube 發展沿革 5
二、Youtube網紅定義、業配 6
三、小結 8
第二節、品牌熟悉度 8
一、品牌熟悉度定義與相關研究 8
第三節、自我揭露程度 11
一、自我揭露程度定義與相關研究 11
二、自我揭露應用於社群媒體 13
三、小結 14
第四節、網紅、Youtube、訂閱數 15
第五節、社會回應理論以及符號互動論 16
一、社會回應理論 16
二、網紅與符號互動論(前後台展演的表現) 17
三、小結 19
第六節、品牌態度與購買意願相關研究 19
一、品牌態度 19
二、購買意願 20
第七節、擬社會互動定義與相關研究 21
一、擬社會互動定義 21
二、擬社會互動相關文獻 22
三、小結 23
第八節、假設推導 24
一、品牌熟悉度與品牌態度、購買意願的關係 24
二、訂閱數與品牌態度、購買意願的關係 25
三、自我揭露與品牌態度、購買意願的關係 26
四、品牌熟悉度與訂閱數的交互關係 27
五、訂閱數與自我揭露的交互關係 28
六、品牌熟悉度與自我揭露的交互關係 29
七、品牌熟悉度、訂閱數、自我揭露的交互關係 30
八、擬社會互動之中介效果 31

第參章 研究方法 33
第一節、研究架構 33
第二節、實驗設計與刺激物 34
一、實驗設計 34
二、自變項的定義與操弄 35
第三節、自變項操弄檢定 38
一、自變項測量問項 38
二、前測:品牌熟悉度前測 40
三、前測:自我揭露度前測 41
第四節、依變項與中介變項衡量 43
第五節、主實驗刺激物呈現、實驗程序與文案設計 45
一、主實驗刺激物呈現 45
二、實驗程序 52
三、文案設計 52

第肆章 研究結果 55
第一節、樣本結構與敘述統計 55
第二節、信度分析 59
第三節、正式實驗之操弄檢定 60
一、品牌熟悉度操弄檢定結果 61
二、訂閱數操弄檢定結果 61
三、自我揭露程度操弄檢定結果 62
第四節、研究假設之驗證 63
一、品牌熟悉度對消費者行為之影響 66
二、自我揭露程度對消費者行為之影響 66
三、訂閱數對消費者行為之影響 67
四、品牌熟悉度、訂閱數對消費者行為之影響 67
五、自我揭露程度、訂閱數對消費者行為之影響 68
六、品牌熟悉度、自我揭露程度對消費者行為之影響 69
七、品牌熟悉度、自我揭露程度、訂閱數對消費者行為之影響 69
八、中介效果 70
第五節、研究假設檢定結果 79

第伍章 結論與建議 83
第一節、研究結果討論 83
一、在消費者觀看Youtube網紅業配影片時,「品牌熟悉度高」相較於「品牌熟悉度低」有較佳的消費者行為 83
二、在消費者觀看Youtube網紅業配影片時,「自我揭露程度高」之業配影片相較於「自我揭露程度低」之業配影片會產生較佳的消費者行為 84
三、不論哪種品牌熟悉度,搭配「訂閱數高」或「訂閱數低」,對消費者行為皆不會產生直接影響 85
四、不論哪種自我揭露程度,搭配「訂閱數高」或「訂閱數低」,對消費者行為皆不會產生直接影響 86
五、不論哪種品牌熟悉度,搭配「自我揭露程度高」或「自我揭露程度低」,對消費者行為皆不會產生直接影響 87
六、在消費者觀看Youtube網紅業配影片時,「品牌熟悉度高」、「訂閱數高」、「自我揭露度高」對消費者行為的交互作用影響 87
七、擬社會互動在品牌熟悉度、訂閱數、自我揭露與消費者行為間無中直接介效果影響 88
第二節、學術貢獻與實務建議 89
第三節、研究限制與未來研究方向與建議 91

參考文獻 95
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