本研究利用使用與滿足理論來探討 YouTube 使用動機，包含信息需求與社會需求， 對消費者行為之影響，更進一步檢視 YouTube 使用強度和平台可信度在使用動機與消 費者行為關係中的調節效果。研究方法採用問卷調查法，透過網路問卷形式，針對 368 位有使用過 YouTube 且訂閱一個以上頻道的一般消費者進行採樣。分析方式利用多元 迴歸將信息需求(YouTuber 與品牌一致性)、社會需求(社會比較、社會認同)作為自 變數，探討這些使用動機如何影響消費者的廣告效果(品牌態度、購買意願)與自我呈 現行為(整體自尊、自我效能)。研究結果發現，YouTuber 與品牌一致性主要對廣告效 果具有顯著影響，社會比較則是對自我呈現行為有顯著影響，而社會認同對廣告效果及 自我呈現行為皆有顯著影響。另外 YouTube 使用強度主要在社會需求對消費者行為的 影響上具有調節效果，而平台可信度則是在信息需求、社會需求對消費者行為的影響上 皆具有調節效果。本研究學術上的貢獻在於延伸使用與滿足理論來闡明 YouTube 使用 動機與消費者行為間的關聯，並證實 YouTube 使用強度和平台可信度在其關係中的調 節效果。實務上則提供品牌或企業在 YouTube 上選擇合作對象時，所需考量之參考建 議。;Building on the uses and gratification theory, the purposes of this study are to explore the effects of motivational usage, including informative motivation (YouTuber/brand congruence) and social motivations (social comparison and social identity), for YouTube on consumer behavior, and to examine the moderating roles of YouTube intensity and platform credibility, respectively, in the process. An online survey was conducted with convenience sampling, which collected data from 368 consumers who have used YouTube and subscribed to at least one YouTube channel. Multiple regression analyses were employed with YouTuber/brand congruence, social comparison, and social identity as the independent variables while advertising effectiveness (brand attitude and purchase intention) and self-presentation behavior (global self-esteem and self-efficacy) as the respective dependent variable. The results indicated that YouTuber/brand congruence had significant influences on advertising effectiveness, while social comparison had significant influences on self-presentation behavior. Lastly, social identity had significant influences on both advertising effectiveness and self-presentation behavior. In addition, this study also found that YouTube intensity moderated the relationships between social motivations and consumer behavior, while platform credibility moderated the relationships between both informative and social motivations and consumer behavior. In conclusion, this study contributes to the application of uses and gratification theory in the context of YouTube, proves that the consumer′s motivational usage can affect their responses, and further confirms the moderating effects of YouTube intensity and platform credibility in the process. Practically, the study provides suggestions for brands or corporates to choose their partners on YouTube strategically.
