| Abstract: | 隨著在台灣網際網路的普及國人收視習慣的改變,網路影音媒體逐漸取代國人收看電視的習慣,近年來人們對線上影音的需求增加,使得線上影音產業蓬勃發展,而觀看影音也變成國人休閒娛樂的一種方式。因此本研究以熱門的線上影音分享平台- YouTube 為例,並以使用與滿足理論為基礎來探討閱聽者使用 YouTube 的前因變數。本研究將前因變項分為內在動機與外在動機共計 7 項,包括娛樂性、逃避現實、消磨時間所屬的內在動機,及提供資訊、資訊蒐集、社會互動所屬的外在動機,來探討國人對 YouTube 的黏著度依據。本研究共收集 284 份有效樣本,並採用結構方程模式, 分析資料數據及理論模型之驗證。經由實證結果顯示,在使用YouTube 的過程中,娛樂性、消磨時間、提供資訊及資訊蒐集為影響國人持續使用 YouTube 的最主要動機要 素,而逃避現實、尋找自我地位、社會互動則非影響國人持續使用 YouTube 的主要動機要素。此外,閱聽者使用線上影音平台時的持續使用動機會正向影響黏著度。
With the change of the viewing habits and the fast development of networking, surfing the net becomes more convenient. And online video media has gradually replaced the habit of watching TV in Taiwan. In recent years, the demand for online video has increased, making the online video industry flourishing. In fact, watching video online has gradually become a way of entertainment. Therefore, this study focused on the popular online video sharing platform: YouTube and based on the Uses and Gratifications Theory for exploring the independent variables of using YouTube behavior in Taiwan. This study divides motivation into seven items, intrinsic motivation including entertainment, escape, passing time and self- status seeking ; extrinsic motivation including giving information, information seeking, and social interaction as independent variables of stickiness. This study totally clollected 284 valid samples. Besides, this study uses structural equation model as main tool for data analysis and tests the theoretical models. The empirical results show that in the process of using YouTube, entertainment, passing time, giving information and information seeking are the main motivations for people continuing to use YouTube. But escape, self-status seeking, social interaction are not the main motivations for people continuing to use YouTube.Besides, in the process of using YouTube, the continuance motivation of the audience will positively influence stickiness. |
