台灣投資型 YouTube 媒體的娛樂價值、資訊價值及
網紅形象對投資意圖的影響力分析

隨著社交媒體平台的迅速發展，YouTube 已成為全球最重要的影音分享平台之一。台灣的投資型 YouTube 媒體逐漸興起，成為投資者獲取投資資訊和建議的重要來源。相較於傳統媒體，YouTube 的內容具有較高的娛樂性和互動性，能更有效地吸引年輕觀眾。本研究旨在分析台灣投資型 YouTube 媒體的娛樂價值、資訊價值及網紅形象對投資意圖的影響。研究結果顯示，情感價值對觀眾的信任感沒有顯著影響，而資訊價值和網紅形象對信任感有顯著正向影響。財務素養對信任感沒有顯著影響，但對資訊分享意圖有顯著正向影響。信任對資訊分享意圖亦具有顯著正向影響。結論指出，觀眾在評估投資資訊時，更加重視資訊的客觀性和實證支持，而非情感共鳴。這表明提供實證支持和客觀分析的內容能夠增強觀眾對資訊的信任。此外，網紅的形象和影響力在塑造觀眾對投資資訊的信任上亦具重要作用。建立信任對於觀眾願意分享投資資訊至關重要。綜合考量訊息內容設計、訊息傳遞者形象及觀眾的財務素養，提供全面的實務洞見，幫助內容創作者和行銷人員更好地設計和傳播投資相關內容。此外，隨著投資者平均年齡的降低，特別是年輕一代對線上資訊的依賴增加，理解他們在YouTube 上的投資行為和信任度判斷，對未來投資型 YouTube 媒體的發展具有重要意義。

關鍵字

投資型 YouTube ；情感價值；資訊價值；財務素養；資訊分享意圖

並列摘要

With the rapid development of social media platforms, YouTube has become one of the world's most important video-sharing platforms. Taiwanese investment-oriented YouTube media have gradually emerged as a vital source for investors to obtain investment information and advice. Compared to traditional media, YouTube content has higher entertainment and interactivity, effectively attracting younger audiences. This study aims to analyze the influence of entertainment value, information value, and influencer image of Taiwanese investment-oriented YouTube media on investment intentions. The results show that emotional value does not significantly affect viewers' trust, while information value and influencer image have a significant positive impact on trust. Financial literacy does not significantly impact trust but has a significant positive effect on investment sharing intentions. Trust also has a significant positive effect on investment sharing intentions. The conclusions indicate that viewers place more importance on the objectivity and empirical support of investment information rather than emotional resonance when evaluating investment information. This suggests that content providing empirical support and objective analysis can enhance viewers' trust in the information. Additionally, the image and influence of influencers play a crucial role in shaping viewers' trust in investment information. Building trust is essential for viewers' willingness to share investment information. This study comprehensively considers message content design, message sender image, and viewers' financial literacy, providing practical insights to help content creators and marketers better design and disseminate investment-related content. iii Moreover, with the decreasing average age of investors, especially the increasing reliance of younger generations on online information, understanding their investment behavior and trust judgment on YouTube is of significant importance for the future development of investment-oriented YouTube media.