隨著智慧型手機的出現，手機遊戲在近幾年的遊戲市場中數量及獲利皆急速竄升， 手遊業者開始尋求代言人來代言其產品。Youtuber 現如今已成為非常火紅的影 音產製者，在數位環境下扮演了極具影響力的角色。也因此，手遊廠商開始尋求 Youtuber 作為產品代言人。本研究欲探討，閱聽眾重視的「內在策略體驗模組」 及重視的「Youtuber代言人可信度特質」對於其是否「黏著在Youtuber 頻道」、 是否「使用 Youtuber 代言的手遊」之間的關聯式影響。因此，我們運用資料探 勘方法中的 C4.5 決策樹，來進行關聯式規則計算。資料分析的結果顯示，不論 是「內在策略體驗模組」或是閱聽眾重視的「Youtuber 代言人可信度特質」皆會 產生關聯式影響。能提供 Youtuber、手機遊戲廠商在製作業配影片時的一個參考方向。

With the advent of smart phones, the number and profits of mobile games in the game market have skyrocketed in recent years. Mobile game manufacturers are looking for spokesperson to endorse their products. Youtubers are now popular video producers, playing a hugely influential role in the digital environment. As a result, mobile game manufacturers are looking to youtubers as spokesperson for their products. The purpose of this study was to explore the correlation between audiencers' perceived value of the "internal strategy experience module" and perceived value of the "Youtuber spokesperson credibility characteristics" on whether they "stick to Youtuber channels" and whether they "use Youtuber endorsers for mobile game". In this study, the C4.5 decision tree in the data mining method is used to calculate the association rules. The results of the data analysis showed that both the "internal strategy experience module" and the "Youtuber spokesperson credibility characteristics" valued by the audience had a correlation effect. Can provide youtubers, mobile game manufacturers in the production of a video reference direction.

第一章、 前言 8
第一節、 研究背景與動機 8
第二節、 研究目的 14
第三節、 研究貢獻 16
第二章、 文獻回顧 17
第一節、 手機遊戲 17
第二節、 Youtuber 19
第三節、 代言人 20
第四節、 策略體驗模組 23
第五節、 黏著度 25
第六節、 使用意圖 26
第七節、 資料探勘 28
第三章、 研究方法 34
第一節、 研究架構 34
第二節、 閱聽眾行為資料搜集 37
第四章、 資料分析結果 46
第一節、 樣本資料分析 46
第二節、 問卷信度與效度 47
第三節、 決策樹分析 49
第五章、 結論與未來展望 62
第一節、 結論與建議 62
第二節、 未來展望 67
第六章、 參考文獻 68
附錄一、Youtuber 閱聽眾行為之研究問卷 77

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