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 video 、regulatory mode 、self-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:103 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.
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