Viewer’s assessment of the Emotional State and Effectiveness of YouTuber and its Video Characteristics
碩士 === 國立彰化師範大學 === 企業管理學系 === 106 === YouTuber enjoys creating video, sharing product information and vlogging their daily moments. These are the ideas to attract viewers to follow and subscribe. YouTuber become a socially influential online celebrity and popular person on the Internet. However, wh...
| Main Authors: | , |
|---|---|
| Other Authors: | |
| Format: | Others |
| Language: | zh-TW |
| Published: |
2018
|
| Online Access: | http://ndltd.ncl.edu.tw/handle/58ex7u |
| Summary: | 碩士 === 國立彰化師範大學 === 企業管理學系 === 106 === YouTuber enjoys creating video, sharing product information and vlogging their daily moments. These are the ideas to attract viewers to follow and subscribe. YouTuber become a socially influential online celebrity and popular person on the Internet. However, what is YouTuber’s characteristic and what is special about their video? What effect or benefit does the characteristics have towards viewer’s emotion? How is the effect relevant to viewers? The sample in this study is choosing YouTube viewers who ever watch YouTubers’ videos. The objectives is understanding Viewer’s assessment of the Emotional State and Effectiveness of YouTuber and its Video Characteristics.
Statistical analysis is conducted to investigate the cause and effectiveness of measurement model and structural model through structural equation model SEM. In the structural model, the research results indicate there are particular influences on YouTuber and their videos characteristics towards viewers’ emotional state and the effectiveness. There is particular influences between emotional state and effectiveness. Based on research results, this study proposes related theory and provide contribution and suggestion for future research.
|
|---|