中國大陸抖音網紅養成之研究

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Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/49356

Title:	中國大陸抖音網紅養成之研究 A Study of the Development of Douyin Celebrities in Mainland China
Authors:	黃國暉
Contributors:	國家發展與中國大陸研究所中國大陸組
Keywords:	網紅抖音網紅
Date:	2021
Issue Date:	2021-03-05 11:01:35 (UTC+8)
Abstract:	本文以兩級傳播論結合商業心理學「鉤隱效應」為研究架構，透過深度訪談方式瞭解抖音網紅如何養成的過程。研究發現，網紅的養成有以下四個過程。首先，網紅會通過精準定位人設與內容方向來建觸發受眾關注的精準獨特帳號。接著介紹使受眾長時間停留在帳號閱聽的製作內容流程。再來是製作爆品內容使受眾質變成為變忠實絲粉。最後，促使粉絲投入心力強力黏著轉化成流量變現。 This thesis uses the two-level communication theory combined with the "hooking effect" of business psychology as the research framework, and uses in-depth interviews to understand the process of how Douyin celebrities develop. The study found that there are four processes in the development of Douyin celebrities. First, create precise and unique accounts that trigger the audience’s attention by accurately positioning IP and content direction. then introduce the content production process that allows the audience to stay on the account for a long time. and then Create popular articles, Turn the audience into loyal fans. And finally, loyal fans to devote their efforts to sticking to produce economic benefits.
Appears in Collections:	[Graduate Institute of Chinese Studies ] thesis

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