| Summary: | 碩士 === 中國文化大學 === 企業實務管理數位碩士在職專班 === 107 === Today, with the development of Internet technology, there are many YouTubers on the Internet. By shooting a video, you can express your creativity and self-style. At the same time, it creates a self-media for the public to watch and track. In the face of a large audience, YouTuber's biggest concern is the increase in the number of viewers and the creation of high-quality word of mouth. Based on this, this study uses YouTube, the most popular audio and video platform, as a research area. Select the top 20 channels with the best online voice and collect a sample of their audience through a survey. Explore the relationship between audience experience, violations of psychological contract and negative Internet reputation during the reading process. The study find that the flow experience will have a negative impact on the negative reputation of the Internet. The flow experience will have a negative and significant impact on violations of psychological contract, which will have a positive and significant impact on the negative reputation of the Internet. It is worth mentioning that violations of psychological contract have an intermediary effect between the main relationships. Conclusions and recommendations present test results for research hypotheses and use actual management measures to refer to the YouTuber strategy.
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