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| 研究生： |
徐筱玲 Hsiao-Ling Hsu |
|---|---|
| 論文名稱： |
美食短影音聲音運用， 受眾持續觀看和探店意願之分析 Sound Application in Food Short Videos: Analyzing Audience Retention and Exploration Intention |
| 指導教授： |
欒斌
Pin Luarn |
| 口試委員: |
欒斌
Pin Luarn 陳正綱 Cheng-Kang Chen 葉穎蓉 Ying-Jung Yeh |
| 學位類別： |
碩士 Master |
| 系所名稱： |
管理學院 - 管理研究所 Graduate Institute of Management |
| 論文出版年： | 2023 |
| 畢業學年度： | 111 |
| 語文別： | 中文 |
| 論文頁數： | 77 |
| 中文關鍵詞： | 短視頻 、自主性感官經絡反應 、療癒感 、美食探店 、廣告行銷 、性別聲音偏好 |
| 外文關鍵詞： | short video, ASMR, therapeutic effect, food exploration, advertising marketing, sound preference of gender |
| 相關次數： | 點閱：171 下載：17 |
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短影音近年迅速崛起，成為全球影音平台主流和品牌企業行銷方式之一。在受眾專注時間縮短和碎片化收視習慣下，美食類ASMR影音受歡迎，其聲音特殊性吸引觀眾。本研究探討不同聲音類型對受眾觀看意願及探店意願的影響，並分析年齡和性別對聲音喜好及探店意願的差異。
研究透過專家訪談確立三種聲音類型（音效、ASMR原音、音樂），進行問卷調查。研究發現持續收看意願與探店意願正相關，年齡和性別對探店意願具有主效果，特別是性別。男性對音效類影音的探店意願高於女性，女性則對ASMR原音類影音的探店意願較高。
本研究結果可助於分析不同聲音類型的成本效益，指引未來創作者及品牌企業製作短影音，達到成本效益的有效投入。
Short video content has rapidly risen, becoming mainstream on global audio- visual platforms and an essential marketing method for brands and enterprises. Amidst shortened attention spans and fragmented viewing habits, food-related ASMR videos are popular, with their unique auditory experience attracting viewers. This study investigates the impact of different sound types on audience viewing and exploration intentions and analyzes the effect of age and gender on sound preferences and exploration intentions.
Through expert interviews, three sound types (sound effects, natural sound, and music) were established, followed by a questionnaire survey. The study found that higher audience engagement correlated with higher exploration intentions, and age and gender had main effects on exploration intentions, particularly gender. Men displayed higher exploration intentions for sound effect videos, while women exhibited higher intentions for natural sound videos.
The study's results can assist in analyzing the cost-effectiveness of different sound types, guiding future creators and brands in producing short videos, achieving cost-effective and efficient investments.
Keywords: short video, ASMR, therapeutic effect, food exploration, advertising marketing, gender, sound preference.
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第二節、 網頁部分
數位時代網(2018)https://www.bnext.com.tw/article/49601/yahoo-tv-video-tik-tok?
中央通訊社
https://www.cna.com.tw/news/acn/202303020368.aspx
數位時代網(2022https://www.bnext.com.tw/article/71785/youtube-short-policy-2022
(sound of life,2021)
https://www.bnext.com.tw/article/71785/youtube-short-policy-2022
(sound of life,2021)
https://zh.soundoflife.com/blogs/experiences/what-is-asmr
(數位小幫手,2023)
https://digitalyoming.com/what-is-asmr/
(ETtoday雲論,2021)
https://forum.ettoday.net/news/2049820
(每日頭條,2020)
https://kknews.cc/zh-tw/tech/oq59mx5.html
(人人都是產品經理,解夏,2018)中國短視頻發展簡史：更短、更碎片的時間https://www.woshipm.com/it/1052042.html
(摘自3C科技)
https://3c.ltn.com.tw/news/51047
(摘自iThome)
https://www.ithome.com.tw/news/149628
