近年來，由於網路發展、知識水平的提升、社會大眾對網路使用習性的改變以及網路瀏覽速度的提升，網路影音播放已然相當普及；同時，Web2.0的概念廣為網路使用者接受，使YouTube 等Web2.0影音網站崛起。以YouTube為首的Web2.0影音網站，成為了人們參與網路社群以及與他人互動的管道；另一方面，全球化競爭，網路廣告的廣泛使用，讓Web2.0影音網站成為一項新穎的傳播媒介。
本研究於YouTube網站上抓取11,269筆「蘋果電腦Mac系列產品」相關資料，利用資料間的好友關係、訂閱／被訂閱關係，建構一社會網絡；並使用社會網絡分析中著重連結方向性的方法，辨識網絡上的傳播關鍵節點，包括廣為對外散佈意見的意見領袖、集中訂閱的參考節點，以及深度涉入特定影音類型的專家；同時本研究使用資料探勘中的關連規則分析，獲得傳播關鍵節點間的關連規則。其次，本研究使用人與人矩陣辨識使用者透過哪些影音類型會產生緊密連結；另利用資料探勘中的分群技術，將網絡上的節點作子網絡歸屬，透過分析子網絡的屬性，加上各子網絡適合行銷傳播的特性，探討在影音網站上行銷傳播之特性。
本研究發現，在YouTube網站上與Mac系列產品有關的使用者，多喜好觀賞音樂、娛樂類型的影音，且使用者透過觀看音樂和電影與動畫類型影音易產生緊密連結；九個分群子網絡關鍵傳播節點和關連規則數量都不一，且適合傳播的影音類型都不相同，將可視要傳播的理念或產品性質最接近的子網絡來操作傳播。 / Nowadays, web videos are put to use universally due to the development of Internet, arising of the multitude knowledge and the change of the Internet using behavior. Moreover, the concept of Web2.0 has accepted by the Internet users. The reasons mentioned above result the prosperity of Web2.0 video websites like YouTube.
Several user interaction facts have made Web2.0 video websites channels which allow people to participate in web communities and to interact with each others. Furthermore, the Web2.0 video websites have become a new communication media on account of worldwide competition and the using of Internet advertisement. Therefore, the enterprises often interpenetrate target consumers by web videos through Web2.0 video websites.
The research propose an analytic structure which is an effective method to recognize the critical properties of marketing communication on Web2.0 video websites by social network analysis, data mining and communication theories.
The main purposes of the research are as following. 1. To present an analytic structure to realize the keys to marketing communicate on Web2.0 video websites. 2. Critical network problems analysis, positioning the network users and explaining the marketing communication meaning. 3. Verifying with YouTube-Mac network.
| Identifer | oai:union.ndltd.org:CHENGCHI/G0096356014 |
| Creators | 劉繼鴻, Liu, Chi Hung |
| Publisher | 國立政治大學 |
| Source Sets | National Chengchi University Libraries |
| Language | 中文 |
| Detected Language | English |
| Type | text |
| Rights | Copyright © nccu library on behalf of the copyright holders |
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