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| Title: | 以粉絲觀點探討角色價值傳遞模式
Case studies of the characters value delivery from perspective of fans |
| Authors: | 楊佳芷
Yang, Jia-Jhih |
| Contributors: | 李仁芳
楊佳芷
Yang, Jia-Jhih |
| Keywords: | 角色
粉絲
價值共創
口碑
創新擴散
Character
Fans
Value Co-creation
Word-of-Mouth
Innovation Diffusion |
| Date: | 2019 |
| Issue Date: | 2019-08-07 17:03:47 (UTC+8) |
| Abstract: | 本研究從粉絲的角度出發，探討粉絲與圖文作家互動的動機與行為，探究成功的Line世代圖文作家如何透過粉絲進行價值傳遞，歸納網路圖文作家的價值傳遞模式。觀察Line世代圖文作家的發展歷程，Line原創貼圖市集自2014年開始在台灣發展，在2018年已有29萬位圖文作家創作Line貼圖角色，當年度推出的貼圖組數合計達360萬組；並且貼圖在全球已累積新台幣20億元的銷售額，由此可見角色貼圖市場的蓬勃發展。而貼圖角色保有競爭力的關鍵，其一為持續產出，其二為粉絲經營，透過粉絲維持角色聲勢，並走向授權與發展週邊的目標，深入粉絲的日常生活，拓展角色的經濟效益；由此可知，粉絲在角色成名與商業化的過程佔有不可或缺的地位。
本研究以半結構式訪談法收集粉絲想法，以非參與式觀察法收集社群平台上之互動行為；以Rogers（1995）提出的創新擴散理論，結合價值共創理論（Schau, Muniz & Arnould，2009）與口碑行為理論（Hennig-Thurau et al.，2004），作為本研究理論基礎；並選定進入Line貼圖名人堂一年以上之角色——白爛貓、貓爪抓、貓貓蟲咖波作為研究個案，試圖回答以下三個研究問題：
1. 粉絲為什麼買單角色創作？
2. 粉絲在社群平台以什麼方式接觸角色？
3. 粉絲如何增加與傳遞角色價值？
本研究發現，粉絲之所以買單角色，因為角色具備讓人喜愛的風格、簡單易懂的角色創作呈現形式、符合需求的周邊產品、聯名加成的角色吸引力。而在接觸角色的過程中，粉絲偏好人際溝通的互動；接著，粉絲與圖文作家、其他粉絲進行互動，讓社群平台成為粉絲與圖文作家進行價值共創的場域，共同創造更多角色價值，從角色風格塑造出粉絲文化。在角色粉絲社群內產生的文化與價值觀，透過身為角色代言人的粉絲，向周遭親友進行口碑推薦，影響更多人成為粉絲，形成一個不斷擴張的價值傳遞模式。
This paper attempts to identify how the successful creators in Line-Age deliver the value of characters via fans from the fans’ point of view. Line Creators Market is developing in Taiwan since 2014. In 2018, there were 290 thousand active creators creating Line stickers and provided totally 3.6 million sets of sticker with the globally accumulating sales coming to 2 billion NTD; thus, we can expect the vigorous growth of character sticker market. To keep the characters attractive to fans, it is essential that creators keep creating new stories of chatacters and directly interacting with fans. We can’t emphasize the importance role of fans for the commercialization of characters because fans buy the character-related products, economically supporting creators.
The research method, research framework, research cases and research questions will be introduced in this part. First, semi-structured interview and non-participant observation were adopted in this research to collect data; the former was to understand fans’ motivation and the latter was to observe the fans’ behaviors. Second, Innovation Diffusion Theory (Rogers,1995), Value Co-Creation Theory (Schau, Muniz & Arnould, 2009) and Word of Mouth Teory (Hennig-Thurau et al, 2004), was adopted to analyze data. Third, fans of Lan Lan Cat, Meow Zhua Zhua, and Capoo were the research cases. Finally, the research questions were raised as follows.
1.Why fans accept character creations?
2.What approaches do fans acquire character information via them?
3.How is the value of character diffused and increased by fans?
From the observation and interviews, it was concluded that delightful character style, plain expression of character, suitable character products and character attraction from business collaboration are the resaons why fans accept chatacter creations. What’s more, via interpersonal communication on social media, fans interact and co-create more value of characters with creators, then recommend and deliver this value and culture of characters formed in fans community to others, impacting others’ decision of becoming fans. To sum up, all the behaviors of fans form an expanding value-transmission pattern of characters. |
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| Description: | 碩士
國立政治大學
科技管理與智慧財產研究所
106364107 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0106364107 |
| Data Type: | thesis |
| DOI: | 10.6814/NCCU201900342 |
| Appears in Collections: | [科技管理與智慧財產研究所] 學位論文
|
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| 410701.pdf | 18118Kb | Adobe PDF2 | 0 | View/Open |
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