隨著社群媒體興起，「教育娛樂化」已成為線上學習推廣的主流模式。本研究旨在探討 YouTuber「阿滴英文」與線上家教平台「AmazingTalker」的合作行銷策略及其對消費者決策的影響。本研究整合了網紅可信度、教育娛樂化及消費者行為之相關文獻，藉此探討網紅的推薦如何轉化為消費者的信任與購買動機。

本研究採用混合研究法，針對30位曾觀看該頻道並接觸該平台的用戶進行問卷調查與深度訪談。量化數據與質性分析結果顯示，阿滴英文作為「超級網紅」，能顯著提升品牌的初始信任度與知名度；然而，該影響力在購買決策階段逐漸減弱。驅動用戶最終付費的關鍵因素，主要取決於平台的實質功能，包括課程安排的彈性、試課機制的便利性及教師品質。

質性分析揭露了平台制度的缺陷，如不透明的退費機制與點數政策，是導致消費者不滿的關鍵痛點，進而折損了網紅行銷所建立的初始信任。本研究結論指出，網紅行銷雖能有效作為吸引關注的管道，但若缺乏完善的服務機制與透明的政策支持，將難以實現長期的顧客留存與商業轉換。

With the rise of social media, “Edutainment” has become the mainstream model for promoting online learning. This study aims to explore the collaborative marketing strategy between YouTuber “RayDuEnglish” and the online tutoring platform “AmazingTalker,” as well as its impact on consumer decision-making. Integrating relevant literature on influencer credibility, Edutainment, and consumer behavior, this research examines how influencer recommendations translate into consumer trust and purchase motivation.

Employing a mixed-methods approach, this study conducted surveys and in-depth interviews with 30 users who watched the channel and interacted with the platform. Quantitative data and qualitative analysis reveal that RayDuEnglish, as a “mega influencer,” significantly boosts a brand's initial trustworthiness and awareness. However, this influence diminishes during the purchase decision stage. The key factors driving users' final payment decisions primarily depend on the platform's substantive features, including flexible course scheduling, convenient trial lesson mechanisms, and teacher quality.

Qualitative analysis revealed systemic flaws in the platform, such as non-transparent refund policies and point systems, which emerged as major pain points causing consumer dissatisfaction and eroding the initial trust built through influencer marketing. This study concludes that while influencer marketing effectively attracts attention, it struggles to achieve long-term customer retention and commercial conversion without robust service mechanisms and transparent policy support.

Table of Contents
Thesis Validation Letter i
中文摘要 ii
Abstract iii
Table of Contents iv
Table of Figures vi
1. Introduction 1
2. Literature Review 4
2.1 Influencer Marketing 4
2.2 YouTube Marketing 6
2.3 Marketing through Edutainment 8
2.4 Introduction and Marketing Strategies of RayDuEnglish 11
2.5 Introduction and Marketing Strategy of AmazingTalker 16
2.6 Conclusion of Literature Review 22
3. Research Methodology 23
3.1 Mix Methods Rationale 23
3.2 Questionnaire Design and Distribution 24
3.3 Questionnaire Responses Limitation 25
3.4 Research Expectations from Respondents 26
4. Findings 28
4.1 Quantitative Findings 28
4.2 Qualitative Results Analysis 29
5. Research Conclusions and Limitations 33
5.1 Research Limitations 35
6. References 38
7. Appendix (Survey) 44

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Website References
Rayduenglish. (2015, March 10). Comprehensive Method of Vocab Memorization 完整・全解析最有效背單字法 [Video]. YouTube. https://youtu.be/gkVpNq4-wqs?si=K2fPzkAq6pBJ6Uf-
Rayduenglish. (2017a, February 6). 15-minute GSAT English challenge! Ray Du vs. Crown in the ultimate showdown!挑戰15分鐘完勝學測英文考題! 阿滴vs滴妹大對決! [Video]. YouTube. https://youtu.be/l95ey_v5XTg?si=10YfJrYUeT9YYWv7
Rayduenglish. (2017b, July 24). Ray Du and Crown Confirmed to Compete in the Universiade!? feat. A-Zhe 阿滴英文｜阿滴與滴妹世大運確定參賽!? feat. 阿哲 [Video]. YouTube. https://youtu.be/JHDF-SFvLFQ?si=nwB46j8JXggu5uJs
Rayduenglish. (2017c, Jul 10). Your YouTuber study buddy: Challenging Taiwan’s Advanced Subjects Test (AST) English exam feat. chuchushoeTW 你的YouTuber學伴【挑戰指考英文考題】feat. 啾啾鞋 [Video]. YouTube. https://youtu.be/u4QArxrHN6E?si=kHaUrVs2czIRCuFJ
Rayduenglish. (2018a, April 5). Can you still score a perfect 990 on the TOEIC after the new format? feat. test-taking tips and prep strategies 多益改新制後還能考滿分990嗎? feat. 考試心得與準備方針 [Video]. YouTube. https://youtu.be/1Kz7AYuYHfU?si=pCWpn_Nlkx2r1dWm
Rayduenglish. (2018b, Feb 1). No mistakes allowed?! Challenging a perfect score on Taiwan’s General Scholastic Ability Test (GSAT) English exam! [Ray Du vs. Crown] 一題都不能錯?! 挑戰學測英文科滿分!【阿滴vs滴妹】 [Video]. YouTube. https://youtu.be/oSEHFHVAg4k?si=GoXEP339hOG6uVrx
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Rayduenglish. (2019c, December 23). School ends at 3 p.m. and students just play after that?! How do Finnish students view Taiwan’s education system? 三點就放學! 回家都在玩? 芬蘭學生怎麼看台灣的教育制度? [Video]. YouTube. https://youtu.be/VHnyCM6iG7o?si=-xOZcop7cDIB60D2
Rayduenglish. (2020a, July 20 ). How good does your English need to be to work in tech? Ray Du and Crown visit Taiwan’s semiconductor industry! 去科技公司上班英文要多好? 阿滴滴妹突擊台灣半導體產業! [Video]. YouTube. https://youtu.be/P7Q_PA5b_uE?si=__u4WIcXLENeRtfz
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Rayduenglish. (2020c, June 22). Teachers, get ready! Ray Du and Crown crash an online English conversation class! feat. AmazingTalker 老師們接招! 阿滴滴妹亂入線上英文會話課! feat. AmazingTalker [Video]. YouTube. https://youtu.be/YWri86plNlQ?si=U-Ssq-u-o-wEFAZS
Rayduenglish. (2021a, September 15). Beating @rayduenglish: The final GSAT English showdown feat @What-AllBlow-Mean 打敗‪@rayduenglish‬，末代英文指考大對決｜什麼意思｜ [Video]. YouTube. https://youtu.be/JA4nAEODRis?si=PxyZhNJs8luG2J7e‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬
Rayduenglish. (2021b, Aug 30). Revealing Ray Du's TOEFL score! This video will change your view on the TOEFL! ft. @amazingtalkershow 公開阿滴TOEFL成績! 這支影片會讓你對托福改觀! ft. ‪@amazingtalkershow‬ [Video]. YouTube. https://youtu.be/bADwDp5y5YY?si=dsvpR4YqA_a4gBJG‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬
Rayduenglish. (2023a, May 29). How good does your English need to be to work in the airline industry? Exploring EVA Air’s Royal Laurel Class with all-English service! 去航空業上班英文要多好? 開箱長榮皇璽桂冠艙全英文服務! [Video]. YouTube. https://youtu.be/M_bLXwjyQAU?si=DHQPKUpsQFlwqPvP
Rayduenglish. (2023b, December 25). Ray Du gets personal! Asking an IELTS examiner why my writing score was so low?! (Full breakdown and exam tips) 阿滴走心! 直接問考官為什麼我的雅思寫作分數這麼低!? (完整解析＋應考策略) [Video]. YouTube. https://youtu.be/J-oQEzC6zAc?si=qyOjGczXuGjNKQqX
Rayduenglish. (2023c, Oct 16). Revealing Ray Du’s IELTS score! I can’t accept this result!! 公布阿滴英文的雅思成績! 這個分數我不能接受!! [Video]. YouTube. https://youtu.be/vWCBrWQ3Oak?si=oIIKpP6UQJEoEsYg