影音平台YouTube 使用行為與滿意度之研究

近年來隨著資訊科技的進步，在網路影音平台上已經有很多使用者經常觀看、搜尋、分享各類影音資料。本研究以科技接受模式為理論基礎，調查研究中部地區某一群YouTube 影音平台的使用者，以探討該使用者對YouTube 影音平台的使用行為與使用滿意度。本研究的基本變因包括使用者的性別、年齡、教育程度與手機使用經驗。在完成問卷調查後進行資料統計與分析，研究結果如下:對縮短搜尋時間與整體喜好程度都是男性高於女性。其次，年紀愈小整體喜好程度愈高。還有，學歷越高對尋找影片內的某段內容越滿意，也越常回顧影片內容。而使用手機經驗越久的，越清楚明瞭操作方法。還有操作介面的簡單性是使用者普遍都很滿意的。但是對搜尋系統的精準度，卻是使用者普遍都不太滿意，可見搜尋系統精準度有待改善。未來研究可以擴大問卷調查與進一步深入探討各項變因的關聯性。

關鍵字

YouTube 影音平台；使用者行為；使用滿意度

並列摘要

As the advances of information technology in recent years, a lot of users frequently watch, search, and share various types of videos on Internet video platforms. This study is based on TAM and is to explore the behavior and satisfaction of a group of YouTube users in Taichung. The basic variables for this study are gender, age, education and experience of smart phone. After conducting questionnaire, the data was collected and analyzed. The research results are summarized as follows. Firstly, the score of shortening the search time and the overall preference for YouTube are higher for male users than female users. Secondly, the overall preference arises as the age decreases. Moreover, the users who are with the higher education degrees satisfy the function of searching video clips and use the function frequently. And, the users who have used smart phones for longer time realize more operations on YouTube. The simplicity of user interface and operations is generally satisfactory to all users. However, the accuracy of search functionality is not so satisfied to all users, thus this function should be improved for further. The future study may include extending the questionnaire and exploring the correlations of more factors that may affect the users’ behavior and satisfaction.