數位影音平台YouTube中的關鍵意見領袖之廣告效果-從訊息內容、產品置入策略、擬社會互動探討

文化大學機構典藏 CCUR > 新聞暨傳播學院 > 廣告系 > 研究計畫 > Item 987654321/48685

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題名:	數位影音平台YouTube中的關鍵意見領袖之廣告效果-從訊息內容、產品置入策略、擬社會互動探討 The Advertising Effectiveness of Key Opinion Leaders on Youtube: Discussion of Information Content, Product Placement Strategies, and Parasocial Interaction
作者:	邱于平
貢獻者:	廣告學系
關鍵詞:	關鍵意見領袖 YouTube 訊息內容產品置入策略擬社會互動
日期:	2020
上傳時間:	2020-10-06 12:31:46 (UTC+8)
摘要:	數位影音平台YouTube中的關鍵意見領袖在近年來受到業界和學術界專家學者極大關注，並衍生出YouTuber的概念。這些關鍵意見領袖在YouTube影片中業配產品時，有些會引起很大關注，有些則無人觀看，到底該如何才能有較佳的廣告傳播效果是值得探討的，這也是本研究的主要動機。本研究將從訊息內容、產品置入策略與擬社會互動三方面來進行探討，擬採實驗室實驗法進行研究工作，並運用不同情境操作藉此進行驗證。研究共分為兩階段進行，第一階段實驗共有8種不同實驗情境的影片，並依據訊息內容類型(資訊性、娛樂性、評價性、利益性)、產品置入策略(置入策略顯著/置入策略和緩)、擬社會互動(擬社會互動高/擬社會互動低)各一來產製影片，再給受試者觀看後衡量廣告效果。第二階段則運用眼動儀記錄瀏覽者眼球實際凝視YouTube頻道中，各區塊瀏覽時間與次數，藉此了解受試者會受到哪些內容所影響。本研究結果有助於延伸YouTube中的關鍵意見領袖之基石與模式，對YouTuber的業配廣告成效有更深度的瞭解，同時也對品牌業者提供有價值且適用之參考依據。 Key opinion leaders in YouTube platform have received attention from industry experts and academic scholars in recent years, and have derived the concept of YouTuber. Some of these key opinion leaders will attract a lot of attention when placing products in their videos, while others will not be watched. It is worth discussing how to gain better advertising effectiveness, which is also the main motivation of this research. This study will discuss three aspects: information content, product placement strategies, and parasocial interaction. The laboratory experiment will be used to research work, and different scenarios will be used for verification. This study will divide into two phases. The first phase of the experiment has a total of 8 videos in different experimental scenarios, and is based on the type of information content (informative, entertaining, evaluation, and profitable), product placement strategy (significant placement strategy / gentle placement strategy), parasocial interaction (high parasocial interaction / low parasocial interaction) to produce films, and then measure the effect of advertising after watching the video. In the second stage, an eye tracker will be used to record the fixation time and counts each viewer each block of YouTube channel. The results will help to extend the models of key opinion leaders in YouTube, and to deeper understand the effectiveness of YouTuber's professional advertising, and provide valuable and applicable references for brand owners.
顯示於類別:	[廣告系] 研究計畫

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