YouTuber如何影響觀看者資訊採用意願？──多元理論觀點之模型

How does YouTuber influence viewers’willingness to adopt information?－Establish a model through multiple theoretical viewpoints

本研究整合多元理論探討YouTuber 與觀看者之間的互動關係，具體而言，以「推敲可能性模型」、「社會影響理論」與「認同理論」，建構YouTuber 如何影響觀看者的資訊採用決策模型。本研究採用非隨機準實驗設計法蒐集實證資料，以620 位曾使用社群媒體或YouTube 者為分析樣本，並以偏最小平方結構方程模型及階層迴歸分析進行假說驗證。研究結果顯示：YouTuber 的「專業性」、「相似性」、「創新性」與「關鍵多數」會透過雙元中介機制影響觀看者的資訊採用意願；其中，雙元中介機制包含「來源吸引力」與「資訊可信度」。此外，本研究深化過去學理，發現YouTuber 與觀看者間的「相似性」及YouTuber 的「創新性」，對於「來源吸引力」與「資訊可信度」的影響關係呈現非線性的現象。最後，本研究也延伸過去資訊採用決策的學理，發現YouTuber 的「性別」與「年齡」會促進「來源吸引力」與「資訊可信度」對資訊採用意願之影響；除了深化過去行銷傳播與社群媒體的文獻之外，也提供行銷經理人擬定行銷推廣方案之具體建議。

This study integrated multiple theories to explore the interactive relationship between YouTuber and viewers. Specifically used the theories of “Elaboration Likelihood Model (ELM)”, “Social inference model (SIM)” and “Social Identity Theory (SIT)” to propose a test model by conceptualizing how YouTuber influences consumer information decision behavior. This study used quasi-experiment method to collect multivariate data and structural equation model for analysis; the results showed that YouTuber’s attributes (expertise, similarity and innovativeness) and critical mass affect viewers’ information adoption intentions through dual mediator (source attractiveness and information credibility) of the viewers’ attitudes. In addition, this study reinforced the past discovery of nonlinear U-sharp effect between “similarities of YouTubers and viewers”, “YouTuber’s innovativeness” and “viewers’ attitudes”. Moreover, this study extended the research of information adoption decision-making and found that YouTuber’s gender and age moderates the relationship between viewers’ attitudes and information adoption intentions.Hopefully the result of this study can make positive contributions to later researches in marketing communication and social media, and also provides specific suggestions for marketing managers to formulate marketing promotion plans.