摘 要 隨著網路環境的漸趨成熟,科技技術的進步,個人化媒體(Me-Media)蔚為 風潮。影音分享網站在國內外快速成長,甚至改變以往網路傳播媒體的型態。使 用者除了在影音分享網站書寫自己的生活、抒發心情、發表評論之外,更能在網 站中發表自己的創作,多媒體的平台成為表現自己最好的舞台。 本研究依據人格五因素模式及使用與滿足理論,探討影音分享網站使用者 之人格特質、使用行為及使用動機三者之間的關係。透過問卷調查法,結果發現 人格特質對於影音分享網站的使用動機沒有明顯的差異,卻在使用行為會產生影 響。動機中的「成就使用型」和「訊息」及「創作分享」的使用行為,「互動交 流型」動機和「訊息」、「VLOG 經營」及「創作分享」的使用行為,「掌控型」 的動機和「VLOG 經營」的使用行為具相關性。故不同的使用動機會影響其使用 行為。
With Internet environment and technology growing mature, me-media becomes a popular trend in the web world nowadays. The video blog grows rapidly in domestic and foreign, even changes the past type of web media. Uses not only can share their life, express feelings, provide commentaries and opinions, user but can perform their creations on the video blog. The multimedia platform becomes the best stage allowing them to present themselves. This study, based on “Five Factor Model” and “Uses and Gratifications Theory”, explores video blog user’s motivation, behavior, and the relationship. By way of investigation method, the major finding is that different personalities don’t influence user’s motivations, but different personalities influence using behaviors. The research also finds that video-blog user’s motivations affect using behaviors. For example, the motivation “achievement” is related to the using behavior “information searching” and “creation sharing”. “Message” and “communication” are related to “information searching”, “VLOG managing” and “creation sharing”. Besides, “Control” is related to “VLOG managing”.