現在網路技術優化、行動裝置及個人電腦的普及，讓網路使用變得更加容易，根據調查民眾使用網路服務應用大多在觀看網路影音，YouTube身為最大的影音平台，不僅觀眾眾多，就連影音創作者的數量也日漸增加，許多人成為專業化的部落格經營者-YouTuber，以此營利或維生。本研究透過採訪兩位YouTuber經紀人了解到，為了提高評估頻道優劣的指標，增加持續觀看率是一個關鍵因素。 本研究以YouTube平台上知識型的頻道影片為主要分析的類型，透過研究感知實用性、感知享樂性、滿意度、習慣、感知壓力以及使用者持續觀看意圖與持續觀看行為之間的關係。透過問卷的量測分析，找出影響使用者持續觀看行為的因素。 根據研究結果發現，使用者的滿意度會受到感知享樂性與感知實用性直接且正向的影響，並且感知享樂性對於感知實用性與滿意度之間具有調節作用。而滿意度會正向影響持續觀看意圖與習慣，但持續觀看意圖與持續觀看行為之間的直接效果無法被證實。進一步分析顯示，使用者可能還受到其他因素的影響，如：習慣、壓力，習慣對於持續觀看行為有正向直接影響，且對於意圖與行為之間的影響也有正向調節的作用。 ;The advancement of network technology, the proliferation of mobile devices and personal computers, have all made the use of the Internet easier. According to surveys, among other things, most people use Internet applications to watch videos. YouTube is now the largest audio and video platform. The number of video creators on YouTube has increased, and many even become professional blogger/YouTuber, for profit and for a living. As a preliminary study, interviews with two YouTuber agents revealed that the continuous watching rate is a key factor in improving the evaluation of a YouTuber. This questionnaire survey research attempts to look into the factors determining the continuance watching behavior of knowledge videos on YouTube. Antecedents included in this study includes perceived utilitarian value, perceived hedonic value, satisfaction, habits, perceived pressure, and watching intention. Results reveal that user′s satisfaction is directly and positively influenced by perceived hedonic value and perceived utilitarian value. Interactions between perceived hedonic and utilitarian values affects user satisfaction. Satisfaction is positively associated with the continuance watching intention and habits. However, the main effect between continuance watching intention and continuance watching behavior is not confirmed. Further analysis show that habit not only has a direct effect on watching behavior, but and also acts as a moderator between continuance watching intention and continuance watching behavior.
