消費者對YouTube內容行銷的態度和訂閱意願之研究：以線上學習平台為例

The Study of YouTube Content Marketing and Consumer Traits on Consumer Attitudes and Subscription Intentions: A Case of Online Learning Platforms

本研究旨在探討YouTube內容設計和消費者特質對於消費者態度和訂閱意願的影響。隨著YouTube的興起和普及，越來越多企業品牌利用YouTube作為宣傳和行銷的重要手段。然而，如何正向影響消費者對頻道的態度和設計提升消費者訂閱意願的內容，以及消費者的個人特質對於消費者態度和訂閱意願的影響，仍然是需要深入研究的課題。本研究以問卷調查方式進行，主要針對年齡在18至29歲的受測族群進行研究。經過回收和篩選，共收回有效問卷234份。透過結構方程式的分析，本研究得出了以下的結論：娛樂性內容對態度有正向影響；資訊性內容對態度有正向影響；分析型購買特質對態度有正向影響；態度對訂閱意願有正向影響；社群媒體參與對訂閱意願有正向影響。

The purpose of this study was to explore the impact of YouTube content design and consumer personal traits on consumer attitudes and subscription intentions. In recent years, with the rise and popularity of YouTube, an increasing number of corporate brands have utilized it as an important tool for promotion and marketing. However, how to positively influence consumers' attitudes towards channels and design content that enhances consumer subscription intentions, as well as the impact of consumer personal characteristics on consumer attitudes and subscription intentions, are still issues that require in-depth research. This study was conducted using a questionnaire survey, mainly targeting a sample group aged between 18 and 29 years old. After collection and screening, a total of 234 valid questionnaires were obtained. Through structural equation modeling analysis, the following conclusions were drawn: entertaining content had a positive impact on attitude; informative content had a positive impact on attitude; analytical purchasing traits had a positive impact on attitude; attitude had a positive impact on subscription intentions; social media engagement had a positive impact on subscription intentions.