視頻博客閱聽眾使用行為之研究

在新媒體大環境下自媒體的迅速發展，閱聽眾的媒體體驗逐漸升級，便會產生更加多元化的互動需求，他們也開始習慣於使用社交媒體來分享記憶、想法、觀點、經驗及心態，並且通過各種社群媒體平台實現虛擬空間的交流及互動。這兩年來，短視頻行業出現了迅猛爆發式的發展，我們開始接受以短視頻為主要形式出現的訊息。視頻博客即VLOG（Video Blog），是博客（Blog）的變體，也稱為視頻網路日誌。作為短視頻行業的成果之一，視頻博客逐漸獲得更多人的關注，並且佔據行業的風口，其熱度和人氣也帶動了整個行業的爆炸性增長。作為記錄真實生活的媒介，視頻博客具有很強的社交屬性，也帶動了一種新的社交趨勢，其所承載的終極目的便是網路上的社交和互動。因此本研究以使用與滿足理論為理論基礎，以閱聽眾的使用行為為主軸作為本研究之方向，來探討視頻博客閱聽眾的基本特質、使用動機、使用情況以及這三者與使用滿足程度之間的差異情形。研究發現，視頻博客閱聽眾之性別在滿足程度上無顯著差異，年齡、教育程度和使用情況皆在滿足程度的維持社交、獲取資訊兩種構面上有顯著差異。最後視頻博客閱聽眾之使用動機與使用滿足程度的關聯性為顯著正向相關。本研究旨在希望瞭解他們對媒體需求的同時，增進閱聽眾的滿足程度，並且能提升視頻博客的整體質量，將其社交屬性發揮到最大限度。

關鍵字

視頻博客；閱聽眾；使用與滿足；用戶生成內容；新媒體

並列摘要

With the rapid development of We Media in the context of new media, the audience's media experience has been gradually upgraded. Therefore, people have more diversified interactive needs. Meanwhile, they also get accustomed to using social media to share memories, ideas, opinions, experiences, and attitudes. They also realize the communication and interaction in virtual space via a variety of social community media platforms. In the past two years, the short video industry has experienced explosive development. Thus, we begin to receive messages in the form of short videos. As a variant of Blog, Video Blog(VLOG) is also called video Internet log. As one of the achievements in the short video industry, VLOG has gradually attracted the attention of more and more people and has gone viral in the industry. Its popularity has also promoted the explosive growth of the whole industry. As a medium recording real life, VLOG has a strong social attribute and leads a new social trend. Its ultimate goal is to bring social activities and interactions on the Internet. Therefore, based on Uses and Gratifications Theory (UGT), the research takes the audience's use behavior as the main theme; it aims to explore the basic characteristics, use motivation, use situations of VLOG audience, and the differences between the three and the degree of user satisfaction. The research finds that no significant difference exists between the gender of the VLOG audience and the degree of satisfaction. However, as for the ages, education levels, and use situations, there are significant differences in social maintenance and access to information in the degree of satisfaction. Last but not the least, there is a significant positive correlation between the audience's use motivation and satisfaction degree. The research aims to understand the audience's media needs, enhance their satisfaction, and improve the overall quality of VLOG, thus maximizing its social attribute.