網路紅人養成之關鍵因素

Abstract

網路紅人以下簡稱為「網紅」，意指於網際網路生活或者於現實生活中因為某個視頻、行為或者事件而受到放大進而被網路鄉民關注進而走紅的人。網紅的快速竄起因為現今自媒體的發達，素人本身的特質透過網路自媒體放大，滿足了網路鄉民的感官、娛樂、刺激、遐想、感動進而產生共鳴，在有意或無意間受到網絡鄉民的追隨，成為「網絡紅人」。 在台灣當大家都在討論網紅經濟的蓬勃發展與商業模式，素人們夢想著成為下一位網紅的時候，大家看到的是商機與網紅光鮮亮麗收入滿滿的一面，在台灣卻尚未有人真正的研究如何栽培一位好的網紅，既然網紅經濟是未來不可擋的趨勢，在研究商業獲利機制的同時，更應該從最根本的｢ 網紅養成 ｣著手，有計畫與方法的培養訓練更多屬於台灣的網紅。 本研究使用質性研究方法，實地訪談網紅們，了解各網紅不同的成功模式、經營的方式與所遇到的困難，並將所有訪談的內容結果利用紮根理論進行編碼。在本研究中，根據網紅養成關鍵因素之結論，更深入且具體的歸納出｢網紅四力｣，社群力、感染力、獲利能力與原創力。希望透過本研究的結果，使台灣個人與網紅藝能相關產業有明確的培訓與養成方向與策略，利用自媒體創造更多台灣本土的網紅們，並擴大屬於台灣的網紅經濟，進而讓台灣在國際舞台上的能見度更深更廣。The internet sensation is hereinafter referred to as " internet sensation ". A person who has become popular in the Internet life or in real life because of a video, behavior, or event that has been amplified and furthered by Internet villagers. The rapid rise of internet sensation is due to the development of today’s media. Amateur's own characteristics are amplified from the media through the Internet. Meet the senses, entertainment, excitement, imagination, and emotion of Internet villagers and resonate, intentionally or unintentionally caught up with Internet villagers, become an " internet sensation." In Taiwan, everyone is talking about the booming and business model of internet sensation economy. When people dream of becoming the next one, what everybody sees is a bright and full income side of business opportunities and network red light. In Taiwan, no one has actually studied how to cultivate a good net red. Since the net red economy is an unstoppable trend in the future, while studying commercial profitability mechanisms, it should start with the most basic " internet sensation Cultivation". There are plans and methods for net red training. This study uses qualitative research methods, field interviews. Understand the different success modes, operating methods and difficulties encountered, and encode the results of all interviews using grounded theory. In this study, according to the conclusions of the key factors in the formation of internet sensation, a more in-depth and concrete summary of " internet sensation four forces model", community power, inspiration, profitability and originality. Hope to pass the results of this study, make clear training and development directions and strategies for Taiwanese individuals and net-related industries. Expanding the Red Economy of Taiwan. In turn, Taiwan’s visibility in the international arena is even deeper and wider.