人物與網誌類型YouTube影片縮圖設計對點擊意願影響之研究

Abstract

YouTube上每一分鐘就有好幾千部影音上傳，要在琳瑯滿目的YouTube首頁從同類型的影片中脫穎而出，做為觀看者第一眼接觸的影片縮圖，便扮演了相當重要的角色。近年來許多影音平台也開放讓使用者可以自行設計影片縮圖，縮圖就像影片的廣告，一個設計良好的縮圖，可以讓觀看者在選擇影片時更快找到自己想要觀看的內容。也能讓影片獲得更多點閱率。但是目前關於影片縮圖設計與點擊意願的研究卻不多。因此期望透過此研究，利用問卷來了解觀看者對於何種影片縮圖設計的點擊意願最高。本研究旨在探討人物與網誌類型YouTube影片縮圖組成要素與最佳版面設計，了解觀看者對於人物大小、標題色彩、背景圖像、文字配置擁有最高點擊意願之設計。研究對象為擁有行動裝置之觀看者，並以網路問卷作為研究工具，搜集觀看者對於不同設計之影片縮圖的點擊意願高低排序。研究結果發現觀看者對於影片縮圖中的人物比例較大，文字於上，使用原始圖片，多色標題的設計有較高的點擊意願。本研究的結果，可提供YouTuber往後在設計影片縮圖時，參考如何設計吸引人的影片縮圖，以增加更多的點閱率。There are thousands of videos being uploaded on YouTube channels every minute. The thumbnail of a video is crucial to stand out and catch audience’s attention from vast amount of similar videos on webpages. In recent years, many online video platforms also adopted users to design their own video thumbnails. The thumbnail just like the advertisement of a video. A well-designed thumbnail has viewers find what they want to watch before they really watching the entire video. It also likely enhance views of the video. However, up to date, there are few prior literatures on the research of thumbnail design and click intention. Therefore, we intent to understand which video thumbnail designs catch best viewers’ click intention through questionnaire.The purpose of this study is to explore best arrangement of elements and the layout design of people and blog type YouTube video thumbnail. The size of character image, Color of title, background image and text configuration are categorized as design variables to test viewers’ click intention. The subjects of this study are viewers with mobile devices. The online questionnaire is used to collect the order of viewers' click intention for different designs of video thumbnails. The results show that viewers tend to have higher click intention when the design of size of character image is big, multi-color title, use original picture and text above. The results of this study help to provide guidelines for YouTubers design attractive thumbnails to grab viewers' attention and get more video views, as well as further studies for researchers.