從情感與認知評價之雙面觀點探討網路影音平台使用者行為

Study on Online Video Platform Users’ Behavior from Perspectives of Affective and Cognitive Evaluation

本研究依據刺激──有機體──反應理論與使用與滿足理論，分別藉由內在因子及外在因子，探討線上影音分享平台使用者的評價與意圖的前因與結果變數，研究對象為曾經使用過YouTube之線上影音分享平台使用者，共取得1753份有效樣本，並採用結構方程模式進行模型檢驗，研究結果顯示：(1)透過顧客社會化、控制、顧客協同等變數進行集群分析，可將使用者分成「影音狂熱型」、「走馬看花型」及「網路阿宅型」等三種網路使用者；(2)多群組分析探討不同類型的網路使用者，在線上影音分享平台中的動機與評價的關係模式有顯著差異；(3)情感評價與認知評價為意圖的驅動力；(4)部份的動機須透過評價的中介效果才足以影響同類型的線上影音分享平台成員之使用意圖。

Based on the Stimulus-Organism-Response Theory and Uses and Gratifications Theory and through internal and external factors, this study probes into the antecedent and outcome variables of online video platform users' evaluation and intention. The subjects were online video platform users who have used YouTube. A total of 1753 valid samples were obtained, and the model was tested by structural equation modeling. According to research findings, (1) this study conducted cluster analysis to classify users into ＂Video Fanaticism＂, ＂Video Cruiser＂ and ＂Internet Nerd＂ by customer socialization, control and customer collaboration. (2) There are significant differences of the relationship model of motivation and appraisal for different types of online video platform users by multiple group analysis.(3) Both affective appraisal and cognitive appraisal are the driving forces of intention. (4) Some motivation must rely on the moderating effects of appraisal in order to influence use intention of the same type of online video platform users.