第六章 結論與建議
第四節 研究建議
本研究針對台灣 YouTube 上知名的網路紅人為研究標的，而網路紅人除了 於 YouTube 平台上以外，更並存於社群平台 Facebook、Instagram 與直播平台 Live.me、17 及電子商務平台淘寶等，甚至是遊戲直播平台 Twitch、麥卡貝網路 電視等，皆可熟見網路紅人的蹤跡，故將其他平台上之網路紅人納入探討則能豐 潤研究之結果，更提升實務界之洞見。
二、縱斷面
本研究採取橫斷面方式於一個時間點進行資料收集，建議後續研究可於加入 直播或電商等平台上之網路紅人進行採縱斷面方式進行比較，並且長期觀察網路 紅人與觀看者間是否會因為不同影片之類型，而產生對頻道黏著度之改變，以及 是否因應不同平台而出現不盡相同之前端心理路徑，以豐富研究之意涵。
三、研究架構豐潤
本研究將研究側重於前端，網紅與觀看者黏著度之心理路徑，後續研究得將 後端即網紅影響力，如代言產品後是否會進一步促使觀看者做出購買行為等，將 可為網紅行銷、網紅市場做出更清晰之洞見，且為後續研究學者提供理論上之豐 碩及研究之方向。
圖 6-2 研究架構豐潤
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附錄
圖 1 路徑模式(一)
圖 2 路徑模式 (二)
圖 3 路徑模式(三)
敬愛的先生／女士 您好：
非常感謝您於百忙中撥空填寫此問卷，這是一份關於網路紅人之態度行為 研究，目的為透過擬社會互動瞭解觀看者對網路紅人之態度行為等。希望藉由 您的填答，提供理論及實務之應用，提供後續研究參考，您的協助將為本研究 成功之關鍵，內容僅供學術之分析研究，本問卷採不記名填答，不對外公開，
請您放心作答，再次誠摯感謝您的撥冗協助！
敬祝 身體健康 順心如意
國立屏東大學 行銷與流通管理所 指導教授：曾紀幸 博士 尤松文 博士 研 究 生：吳芊築 敬上
E-Mail：
網紅定義:
藉由個人的個性魅力、互動能力或特殊事件等掀起討論，吸引 粉絲而走紅的人，其粉絲人數應高於十萬人，本研究鎖定 YouTube 上的網紅進行討論。
1 請問您聽過的網紅有哪些，請勾選 (可複選)
這群人 TGOP 蔡阿嘎 阿滴英文 阿神 聖結石 Saint 放火 Louis 小玉安啾咪 眾量級 CROWD 人生肥宅 x 尊其他(請說明_________)
2 以下網紅清單中，您最常關注的是哪一位？
這群人 TGOP 蔡阿嘎 阿滴英文 阿神 聖結石 Saint 放火 Louis 小玉安啾咪 眾量級 CROWD 人生肥宅 x 尊 其他(請說明_________)
3.依前一題答案，就您最常關注的網紅，回答下列問題，以您的認
1 我會告訴朋友有關這位網紅的事。
-請接續下一頁-基本資料
1. 性別:男 女
2. 年齡:19 歲(含)以下20-24 歲 25-29 歲 30-34 歲 35-39 歲 40-44 歲 45 歲(含)以上
3. 居住地區: 北部(基隆、台北、桃園、新竹、苗栗) 中部(台中、彰化、南投、雲林)
南部(嘉義、台南、高雄、屏東、恆春) 東部(宜蘭、花蓮、台東)
離島地區(澎湖、金門、馬祖、蘭嶼、小琉球、綠島) 4. 教育程度:
國中(含)以下 高中(職) 大學(專) 研究所以上 5. 職業:
學生一般白領(如:上班族等) 服務人員 藍領工作者(如:技術人員等)
自營商/老闆 公司管理階層 專業人士 家庭主婦 待業中 退休
其他____
6. 平均每月所得:
9,999 元(含)以下 10,000-19,999 元 20,000-29,999 元 30,000-39,999 元 40,000-49,999 元 50,000-59,999 元 60,000(含)以上
7. 每日網路使用習慣? 1 小時以下 1-2 小時 2-5 小時 5 小時以上 8. 網路使用經驗? 小於 6 個月 6-12 個月 1-2 年 2-4 年 大於 5 年
(含)以上
9. 最常用什麼平台觀看網紅? YouTube Instagram Facebook 直播平 台 其他
10. 注重網紅什麼特質?
幽默 獨特才能 專業 與粉絲互動 親民 樂觀 外貌 獨特經驗
獨特價值觀 獨特風格
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