探究千禧世代YouTube資訊使用行為

Abstract

近年來隨著資訊科技的進步，影音平台逐漸成為最受歡迎的Web2.0網路服務，臺灣自2007年10月推出YouTube繁體中文版後，便快速獲得網友青睞，觀賞YouTube逐漸成為趨勢，針對YouTube研究之主題也隨之增加，但單就針對千禧世代資訊行為研究較少著墨，因此本研究希望探討千禧世代YouTube的使用動機與使用行為，了解千禧世代在搜尋YouTube影音過程中行為因素及其行為特性。本研究以千禧世代使用者為研究對象，透過網路問卷方式進行，總回收有效問卷408份，問卷詢問YouTube一般使用經驗包含觀看類型、使用頻率、平常使用的時段、每次使用所花費的時間、是否會同時做其他事等和特定使用經驗以開放式問題作為題項，詢問最近一次使用或最有印象的節目/影片，並此此詢問觀看目的、觀看之類型、觀看情境等。研究結果顯示本樣本千禧世代YouTube使用者一般使用經驗中，女性千禧世代使用者多於男性千禧世代使用者，不同年齡層的使用者比例相差不遠，教育程度部分以大學(專)以上之使用者較多，職業部分以服務業雇員為主，居住地區以北部為主，平均月收入以30,001元~40,000元最多。從本研究樣本中發現特定使用經驗中以使用目的以休閒為主，工作與學習為其次，觀看原因有六成是因影片有趣、放鬆，也有部分使用者目的是獲得新知。研究結果本樣本千禧世代三段不同年齡層雖然沒有統計上的顯著差異，不過可以注意介於25~30歲的使用者重視有效社交互動；介於31~35歲的使用者追求觀影畫質，重視社交行為與分享之功能。研究發現千禧世代使用者視YouTube平台為生活的一部分；使用目的主要以休閒為主；觀看影片引發認知、情感面的反應；資訊使用後延伸產生社會互動。Nowadays, with the growth of information technology, video and audio platform has become the most popular Web2.0 network service after blogging and photo sharing. Since the launch of the traditional Chinese version of YouTube in Taiwan in October 2007, it has quickly gained the favor of netizens, watching YouTube has gradually become a trend, and the topics of YouTube research have also increased. However, the exploration on the information behavior of millennials is less focused. Therefore, this study hopes to explore the motivation and behavior of millennials YouTube use, and to understand how millennials are in Behavioral factors and behavioral characteristics in the process of searching YouTube videos.This study took millennial users as the research object and conducted online questionnaires. There were collected 408 solid questionnaires. The survey asked about the overall experience of YouTube, including viewing type, frequency of use, period of usual use, and the cost of each use. Time, whether you will do other things at the same time, etc., and specific user experience, use open-ended questions as items to ask about the most recent use or the most impressive program/movie and hereby ask about the viewing purpose, type of viewing, viewing situation, etc.The research results present that in the overall experience of the millennial YouTube users in this sample, female millennial users are more than male millennial users, and the proportion of users in different age groups is not far behind. There are many users of the above. The occupational part is service industry employees, and the living area is mainly in the north. The average monthly income is 30,001 yuan to 40,000 yuan. From the sample of this research, it has been found that the purpose of the use is leisure, followed by work and study, and 60% of the reasons for watching the video are fun and relaxing, and some users' purpose is to gain new knowledge. Research results Although there is no statistically substantial difference between the three different age groups of millennials in this sample, it can be noted that users between the ages of 25 and 30 attach importance to effective social interaction; users between the ages of 31 and 35 pursue movie viewing. Quality, pay attention to the function of social behavior and sharing. The study found that millennial users regard the YouTube platform as a part of their lives; the purpose of the use is leisure; watching videos triggers cognitive and emotional responses; after information use, social interaction occurs.