隨著YouTube影音平台的發展日益成熟，許多人紛紛在YouTube上建立專屬視頻分享自己創作的影片，而衍生出許多類型的YouTuber。因此本研究擬在YouTuber爆紅的時代背景下探討YouTube成癮與各變數的關係，研究問題包含：不同類型的YouTuber與觀眾的擬社會關係、心流以及其YouTube成癮程度是否有差異，再來加入大五人格特質，探討觀眾的人格特質與其擬社會關係間的關聯，以及觀眾的擬社會關係與其YouTube成癮的關聯。最後以心流理論為基礎，探討當觀眾與YouTuber產生擬社會關係時的心流體驗與YouTube成癮的關係。本研究以網路問卷收集資料，使用PLS統計方法驗證研究模型一，再使用單因子變異數分析驗證研究模型二，經分析發現：親和性與外向性的人格特質與擬社會關係有正向關係。擬社會關係與心流都與YouTube成癮有正向關係且心流在擬社會關係與YouTube成癮間具中介效果。不同類型的YouTuber對於觀眾的擬社會關係、心流以及YouTube成癮並無差異。根據上述研究發現，本研究提出管理意涵及未來研究方向之建議，供實務界及後續研究者參考。;With the development of the YouTube platform becoming more and more mature, many people have created exclusive videos on YouTube to share their own creations, and many types of YouTubers have been derived. This study intends to explore the relationship between parasocial relationships and YouTube addiction. The research questions include: whether there are differences in parasocial relationships, flow experience, and YouTube addiction between different types of YouTubers; the relationship between viewer’s personality traits and parasocial relationships; and the relationship between the parasocial relationships and YouTube addiction. Based on the flow theory, we also explore the relationship between flow experience and the parasocial relationship with the YouTuber.The data of this research is collected by online questionnaires. The questionnaire data is analyzed by ANOVA and PLS method to verify the research model and hypothesis. The major findings of this research include : Agreeableness and Extroversion personality are positively related to parasocial relationships. Both parasocial relationships and flow experience are found to positively related to YouTube addiction and flow experience is a significant mediator in the parasocial relationships-YouTube addiction relation. This study also found that there is no significant differences in parasocial relationships, flow experience, and YouTube addiction among different types of YouTubers.Based on the above research findings, this research provides managerial implications for practitioners and future research directions for follow-up researches.
