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研究生: 邱義恒
Chiu, Yi-Heng
論文名稱: 兩種影片分享方式:直接分享或附加分享
Two forms of sharing online video: direct or attached
指導教授: 張佳榮
Chang, Chia-Jung
學位類別: 碩士
Master
系所名稱: 管理研究所
Graduate Institute of Management
論文出版年: 2019
畢業學年度: 107
語文別: 英文
論文頁數: 23
中文關鍵詞: sharing online videoregulatory modeself-disclosure
英文關鍵詞: sharing online video, regulatory mode, self-disclosure
DOI URL: http://doi.org/10.6345/NTNU201900682
論文種類: 學術論文
相關次數: 點閱:80下載:12
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  • People spend more time on online video watching and also making. Companies invest more and more resources into this new media for marketing purpose. This research fo-cuses on two ways that people share online video, direct share and attached share. Based on social influence theory, this research indicates that assessment-oriented people tend to do attached share, and locomotion-oriented people tend to do direct share. And also, this research tests the mediation role of self-disclosure between regulatory mode and sharing behavior. The findings address a research gap of people’s choice of two different ways to share online videos. And the linkage between regulatory mode and self-disclosure was also revealed. For practical implication, marketers and creators could have different strat-egy to promote or make voice online. Also, platform could adjust mechanisms of recom-mendation and provide more accurate promotion plan to customers.

    Abstract i Table of Contents ii Index of Tables iii 1 Introduction 1 2 Conceptual Framework 2 3 Method 8 3.1 Study 1 8 3.1.1 Participants and design 8 3.1.2 Materials and procedure 8 3.1.3 Result 9 3.2 Study 2 10 3.2.1 Participants and design 10 3.2.2 Materials and procedure 11 3.2.3 Result 12 4 General discussion 16 4.1 Conclusion 16 4.2 Theoretical contribution 16 4.3 Practical contribution 17 4.4 Limitation and future research 18 Reference 19 Appendix 1 21 Appendix 2 22 Appendix 3 23

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