網路影音分享平台之使用行為調查研究
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2008
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隨著網路影音分享平台的興起，愈來愈多使用者上網查詢及分享影音資源。對於這類新興系統與使用者的瞭解正在起步，本研究希望藉由大量問卷調查，初步瞭解台灣地區網路影音分享平台之使用情形，主要包含使用者之網路影音觀看及分享行為，並探討人口特性與影音使用行為之關聯。本研究主要使用問卷調查法，問卷設計主要依據相關文獻分析，及研究者分析歸納台灣地區使用率較高之影音分享平台功能及內容。問卷對象為曾使用過網路影音平台之一般使用者，透過網路問卷平台，共計回收1,325份有效問卷。資料分析主要利用SPSS12.0統計軟體工具，進行敘述性統計及關聯分析。
根據本研究樣本特性，女性使用者略高於男性（55.2% vs. 44.8%）。就年齡及身份分佈，以20至39歲之非學生人士最多（49.8%），其次為20至39歲具學生身份的使用者（37.1 %）。而此二族群使用者之人口特性當包括：教育程度皆為以大學（含）以上、多居住在北部地區、長期且經常使用網路，同時也多有Web 2.0網站的使用經驗。就影音觀看行為特性，使用者所使用的影音分享平台集中於YouTube（65.4%）及Yahoo!無名影音（19.1%）。由於影音分享平台為新興發展系統，使用者之使用頻率以每週使用2至3次為多（44.6%）。值得注意的是，使用者認同網際網路即將取代傳統影音傳播管道的比例並不低（39.5%），其中主要原因為：使用者相當重視觀看影音的方便性及是否能夠自行掌握。而透過因素分析，本研究也抽取出影音平台之主要觀看動機有二：即「資訊分享性」與「娛樂性」。就觀看影音的類別，使用者最常觀看的前三大類別為「影視娛樂/電視電影」、「音樂影音」及「幽默/搞笑」。所使用的語言類別以「華語（中文、閩南語、客語或粵語）」最多（96.6%）、其次為「英文」（84.8%）與「日文」（69.9%）。就影音分享平台功能，使用者最常利用的是關鍵字檢索功能，並經常瀏覽相關影音之連結。
就影音分享行為分析結果，使用者以上傳影音為主（曾上傳影音的使用者比例為20.0%），其他互動行為如留言、評分的比例並不高。上傳影音的主要類別包括「個人/生活」、「幽默/搞笑」、「音樂影音」及「影視娛樂/電視電影」；而上傳動機則以「群體互相依賴」及「個人資訊管理」目的居多。整體而言，使用者對影音平台的功能與內容感到滿意（59.3%），但對「影音播放順暢度」、「平台頻寬」與「控管影音品質」等方面仍感困擾。最後就人口特性與影音平台使用行為之差異性分析結果，就影音觀看行為部分，觀看動機以年齡與教育程度有較大差異；而觀看影音類別則以性別有較大差異；主要使用平台功能以性別有較大差異；查詢所需影音管道以教育程度有較大差異。就影音分享行為部分，以年齡有較大差異；分享動機以性別有較大差異；上傳影音類別以性別有較大差異。根據上述研究結果，本研究也提出一些網路影音分享平台之改善方向及後續研究建議，包括改善影音平台之頻寬、重視使用者導向之介面設計原則、參考不同族群以提供個人化服務、建置休閒娛樂功能之外的專業影音平台、及發揮社會性網站應用特性等。
This study collected a large amount of questionnaires to understand the users and uses of video sharing websites in Taiwan. The scope is in twofold: users’ video viewing and sharing behavior, and the relation between demographic characters and the above behavior There were 1,325 questionnaires being collected through the online questionnaire system. The study used SPSS 12.0 for the descriptive statistics analysis and the related analysis. The collected sample data shows higher females than males (55.2% vs. 44.8%); the largest group of samples are within 20-39 years of age without student identity (49.8%), and the second is within 20-39with student identity (37.1%). In terms of video viewing behavior, YouTube (65.4%) and Yahoo！無名影音 (19.1%) are the top two video websites used; 44.6% of users used video sharing websites 2-3 times per week; 39.5% of users agree the statement that Internet will replace the traditional media, which convenience ranks the highest factor; using the factor analysis, two groups of factors were found to be Information Sharing and Recreation; , the top 3 most viewed categories are Entertainment, Music, and Comedy/Humor; 96.6% used Chinese language, (including other dialects), the next is English (84.8%) and Japanese (69.9%); keyword search is one of the mostly used functions, and users often browse relevant videos in the search results. Concerning with video sharing behavior, the results show uploading video is the top function used (20.0%), and the rest sharing functions like leaving comments or giving rating scores are rarely used; People/Life, Comedy/Humor, Music, and Entertainment are the top 4 categories of video being uploaded; Community Interdependence and Personal Information Management are the two major purposes for uploading videos. Overall users feel satisfied with the function and content provided by the video sharing websites (59.3%); Bandwidth and Video Quality rank the top 2 problems needed to be improved. There are some relationships between demographic characters and video viewing and sharing behavior: the age and education have statistical significance with video viewing motives; the gender has statistical significance with categories viewed and the function used; the age has statistical significance with video sharing behavior; the gender has statistical significance with video sharing motives and categories uploaded. Finally, the study provides a few suggestions to improving functions and services of video sharing websites.
This study collected a large amount of questionnaires to understand the users and uses of video sharing websites in Taiwan. The scope is in twofold: users’ video viewing and sharing behavior, and the relation between demographic characters and the above behavior There were 1,325 questionnaires being collected through the online questionnaire system. The study used SPSS 12.0 for the descriptive statistics analysis and the related analysis. The collected sample data shows higher females than males (55.2% vs. 44.8%); the largest group of samples are within 20-39 years of age without student identity (49.8%), and the second is within 20-39with student identity (37.1%). In terms of video viewing behavior, YouTube (65.4%) and Yahoo！無名影音 (19.1%) are the top two video websites used; 44.6% of users used video sharing websites 2-3 times per week; 39.5% of users agree the statement that Internet will replace the traditional media, which convenience ranks the highest factor; using the factor analysis, two groups of factors were found to be Information Sharing and Recreation; , the top 3 most viewed categories are Entertainment, Music, and Comedy/Humor; 96.6% used Chinese language, (including other dialects), the next is English (84.8%) and Japanese (69.9%); keyword search is one of the mostly used functions, and users often browse relevant videos in the search results. Concerning with video sharing behavior, the results show uploading video is the top function used (20.0%), and the rest sharing functions like leaving comments or giving rating scores are rarely used; People/Life, Comedy/Humor, Music, and Entertainment are the top 4 categories of video being uploaded; Community Interdependence and Personal Information Management are the two major purposes for uploading videos. Overall users feel satisfied with the function and content provided by the video sharing websites (59.3%); Bandwidth and Video Quality rank the top 2 problems needed to be improved. There are some relationships between demographic characters and video viewing and sharing behavior: the age and education have statistical significance with video viewing motives; the gender has statistical significance with categories viewed and the function used; the age has statistical significance with video sharing behavior; the gender has statistical significance with video sharing motives and categories uploaded. Finally, the study provides a few suggestions to improving functions and services of video sharing websites.
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Keywords
網路影音資源, 網路影音分享平台, 網路使用者行為, Web2.0, Web video, Video sharing websites, Web user behavior, Web2.0