國內YouTuber經營虛擬社群之研究

Abstract

本研究採用質化研究法，先以線上參與觀察法了解社群經營者在社群上的經營情形，並蒐集相關背景及開放性資訊，再以所蒐集到的資料，輔佐虛擬社群經營模式的架構，深度訪談九位具有經營YouTube頻道經驗，並且已發展成具規模性社群的YouTuber。接著再將所得到的資料進行編碼處理和分析，以歸納出研究結論。 最後研究結果發現，YouTuber會利用「社群參與者的互動性」、「社群平台的功能性」兩方面來著手經營；並且在社群內的服務可細分為「產品面」、「資訊面」、「服務面」；除了YouTube分潤的廣告收入外，大多數YouTuber的獲利來源以工商業配、贊助、周邊商品、接活動演講，還有群眾募資等間接性收入的方式來達到社群的永續經營。研究貢獻為提供未來有意願經營YouTube頻道社群者及學術研究參考。

This research used qualitative research method. First of all, participant observation method is used to understand YouTuber’s public information. Second, according to the data and virtual community management model architecture, we conducted in-depth interviews with nine YouTubers who experienced in channel management and had well-established community. This research indicates that YouTuber’s management of community can be divided into “Interaction of community participants’’ and “Functionality of community platform”. Furthermore, community content includes emphasizing on personal characteristics, sharing useful information and giving community participants feedback. To achieve the community's sustainable development, most YouTuber's profit source is from placement marketing, sponsors, peripheral products, attending commercial performance and crowdfunding. Research contributions are offered to someone who wants to be a YouTuber in the future and academic research reference.