表題番号：2022E-014
日付：2023/03/31
研究課題商品関連のUGC動画における字幕が消費者反応に与える影響
| 研究者所属（当時） | 資格 | 氏名 | |
|---|---|---|---|
| （代表者） | 商学学術院 商学部 | 助手 | 劉 ギョクテイ |
- 研究成果概要
- User-generated content (UGC) is increasingly used for product promotion on social media, but the impact of subtitles on consumer engagement with UGC videos related to products has not been thoroughly examined. This study aims to investigate this impact based on analysis of the online free descriptions from 480 participants. Firstly, the role of subtitles in information accessibility was discussed. Subtitles complement audio, aid in understanding foreign languages, and support cognitive resources, making them an essential tool in online communication activities, especially for those with hearing impairments or in noisy environments. Secondly, the study reveals that subtitles have a positive impact on the motivation to watch video content and can promote favorable effects on the video content and brand. They improve comprehension, retention, entertainment value, aesthetics, persuasiveness, and attitudes toward the creator. Finally, certain considerations need to be made in editing and displaying subtitles to ensure their positive impact on marketing, such as displaying only keywords, using creative colors and fonts, and avoiding the design of subtitles used in television shows. The findings of this study provide insights for digital marketers and UGC creators to enhance engagement and effectively utilize subtitles in UGC marketing.