主要目的為針對近年平台經濟的興起使得企業在進行廣告投放時產生不同的選擇，藉由YouTube上的影音頻道作者（YouTuber）結合產品置入性行銷的模式，探討Youtuber之頻道領域和廣告價值高低對於消費者是否產生影響，並以Youtuber個人具備之專業能力做為調節變數。本研究針對使用串流平台(Youtube)之消費者進行分析，並採用2x2的二因子實驗設計法進行，將兩名YouTuber其特有之個人頻道領域（知識、美食、混合）與廣告價值作為自變數，探討在多種設計的實驗條件下，產品置入性行銷對消費者所產生之廣告效果（品牌態度、購買意願、廣告態度、廣告記憶）作為應變數，以及探討在加入專業能力作為調節變數時，對於廣告效果是否具有調節效果。研究結果發現在受試者認為在Youtuber為少領域類型時，能夠使消費者對於影片產生較佳的態度；在廣告價值高的情況下能使消費者對於該廣告產生較好的廣告效果，並證實專業能力前述兩種情況下產生的調節效果。在學術方面本研究探討產品代言人類型與廣告價值對於消費者產生之影響，並透過結果證實專業能力在其中所存在的調節效果；在實務方面提供廠商在尋找合作代言人時選擇的建議，以及身為代言人時應該具備的條件給予建議。

Due to the emerging of the online platform economies, for example, Youtube, producers of videos (like Youtubers on Youube) put the advertisment from other organizations or sell their products in their videos began to appear. The research is focusing on if Youtubers’ channel field and the advertising videos’ values will have an impact on consumer or not. In addition, Youtuber’s professional ability has been viewed as the moderator in this research. The research analyzes the customers of Youtube and uses a two-factor experimental design by the 2x2 method. First, there are the (1) channel field (for example, knowledge, food, or mixed) and (2) advertisements’ value of two Youtubers as the independent variable. Then, by considering the experiment design, advertisements’ effect (brand attitude, purchasing intention, advertisements’ atmosphere, and mnemonic) to the customers will be viewed as the dependent variable. Moreover, we will discuss Youtbers’ personal, professional ability as moderators to see if it influences the advertisement result. The research results show the participants have more positive reactions regarding the video published by Youtubers operating their channel in fewer fields than other Youtubers doing more of them. Furthermore, when advertisements have higher value, that causes more advertising effectiveness to the customers. In these two situations we had mentioned, we also confirmed the performance of professional competence as a moderation effect. On the one hand, in the academic field, the research discusses the products’ spokesperson types and the advertising value impact the customers into which levels; also, the moderation effect brought from the professional competence has shown in the result of the research. On the other hand, in the particular aspect, the study has given some suggestions to organizations that would like to find spokespersons and provide some advice and requirements to the spokespersons.

目錄
論文審定書 i
誌謝 ii
摘要 iii
abstract iv
目錄 v
圖次 vii
表次 viii
第一章 緒論 1
1-1 研究動機與背景 1
1-2 研究目的 3
第二章 文獻探討與研究假設 4
2-1 社群媒體 4
2-1-1 Web 3.0 4
2-1-2 置入性行銷 4
2-2 代言人 5
2-2-1 Youtuber 5
2-2-2 訊息傳播速度與可信度 5
2-3 行銷方式 7
2-3-1傳統廣告 7
2-4 廣告價值 8
2-5 專業能力 8
2-6 廣告效果 9
2-6-1 購買意願 9
2-6-2 廣告記憶 10
2-6-3 品牌態度 10
2-6-4 廣告態度 10
2-7 研究假說 11
第三章 研究架構 12
3-2 研究架構 13
3-2 研究設計 13
3-2-1 問卷取得 13
3-2-2 問卷設計 13
3-3 操作型變數之定義 14
3-4 資料分析方法 18
第四章 資料分析 19
4-1 敘述統計 19
4-1-1 樣本背景資料 19
4-1-2 使用Youtube特性 20
4-2 操作檢定分析 21
4-3 二因子變異數分析 22
4-4 調節變數影響 25
4-4-1 Youtuber頻道領域範圍以專業能力作為調節變數 25
4-4-2 廣告價值以專業能力作為調節變數 30
4-5 研究假說結果 34
第五章 結論與建議 35
5-1-1 不同頻道領域範圍Youtuber對廣告效果之影響 35
5-1-2 廣告價值高低對廣告效果之影響 36
5-1-3 專業能力在Youtuber行銷範圍對廣告效果產生之調節效果 37
5-1-4 專業能力在廣告價值對廣告效果產生之調節效果 38
5-2 研究貢獻 39
5-2-1 學術貢獻 39
5-2-2 實務貢獻 39
5-3未來研究建議 40
參考文獻 41
附錄 45

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