探討年輕族群觀看YOUTUBE影片類型偏好和心理動機

Research the Genre Preferences and Psychological Motivation of Young Generations when Watching YouTube

姜凱恩 ； 洪珮珊 ； 李欣蔚 ； 張家馨

《圖文傳播藝術學報》 2020 (2020/04) Pp. 137-144

摘要

YouTube已然成為現代年輕族群不可或缺的社群媒體之一。初期智慧型手機尚未盛行時，YouTuber對大多數人來說是相當陌生的，而現今對其已能瞬間想起幾位代表人物。各YouTuber製作的影片類型也不盡相同，諸如吃播、教育知識、搞笑等，對觀看者來說，影響力也在觀看期間大幅提升。現今YouTube成為彼此聊天的話題，因而對年輕族群依賴YouTube的程度和理由感到好奇探討年輕族群心理層面和觀看YouTube之間的關係，整理YouTube使用者觀看的類型及理由。本研究以問卷調查，探討年輕族群觀看YouTube影片類型偏好和心理動機。本研究結果有助於各影片類型創作者在創作的發展。

關鍵字

YouTube ； 問卷調查Questionnaire Survey ； 簡單線性迴歸Simple Linear Regression ； 描述性統計Descriptive Statistic

並列摘要

Nowadays, YouTube has become one of the necessary social media in the daily life of young ages. With beginning the generation of mobile media, mobile media has occupied human beings' daily life. We can browse various kinds of videos whenever we want to, and more and more YouTubers has blossomed. At first, it was quite strange for people when they heard about YouTuber, However, at present both of us can come up with whoever when it comes to YouTuber. YouTube videos can have a great effect on audience especially to young ages, and they tend to having chat with others about YouTube videos. This is the reason why we decide to research the connection between YouTube videos and young people.