研究限制與未來建議

(⼀) 研究限制 - 樣本年齡層的分佈

本研究由於樣本取⾃於研究⽣周遭的⽣活圈，因此其中的 202 份樣本多為⼤

台北地區的⼤學⽣以及剛畢業的社會新鮮⼈族群，屬於研究⽣本⼈的同溫層。因 此無法全⾯性反應與⽐較出不同年齡層對於 YouTuber 影⽚錯置的感受，並且若 是在年紀更⾼的上班族群或是年紀較低的國⾼中⽣族群，觀眾在對於 YouTuber 錯置影⽚的感受上即可能會有不⼀樣的結果發⽣。

(⼆) 研究限制 – 錯置影⽚選擇

本研究的實驗影⽚是根據⼦研究⼀質性訪談的結論所歸納出來，其中我們選 擇了多數⼈認為影⽚出現髒話、嘲諷以及極端⾔論時，即會被觀眾認為是不合適 宜的，因此選擇了⿈⼤謙的回覆酸民留⾔作為錯置影⽚。然⽽在 YouTube 平台 上，不同類型的 YouTuber 及影⽚數量眾多，因此本研究所舉⿈⼤謙的影⽚即為 其中⼀種類型的錯置影⽚，它並不能代表其他類型的錯置影⽚都是會有這樣的效 果的，諸如反⾻男孩的腥羶⾊以及⼩⽟的浪費社會資源對於觀眾的感受即可能會 有不⼀樣的結果。

(三) 研究建議 – 未來發展⽅向

根據本研究所得出的結論，顯⽰平均⽽⾔ YouTuber 錯置影⽚是會帶給觀眾 正向以及負向兩種不同的效果，以此結論作為基礎，建議未來在研究發展上可以 將觀眾分眾的概念去做延伸與探討，分析不同年齡層、⼈格特質以及觀眾偏好會 對錯置有什麼不同感受，並且在錯置正向與負向效果的相互拉扯下，區分出什麼 樣的觀眾是負向效果較強，甚⾄是沒有正向效果 ; 以及對於什麼樣的觀眾是正 向效果較強，甚⾄是沒有負向效果的。並且將這個結果應⽤於⾏銷領域的業配產 品選擇或是消費者購買意圖上。

附錄

附錄⼆：⼦研究三問卷

第⼆部分

第五部分

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