自媒體發達的時代，許多創作者會經營自己的 YouTube 頻道以及社群平台，
因此擁有眾多觀眾追隨，可以稱這些創作者為 YouTuber 或是網紅。由於現代人 在不同使用目的之情況下，會選擇關注不同類型的 YouTuber ，而他們所帶來的 崇拜感及影響力也有正負面之分，因此本研究主要從觀眾的角度去探討，當關注 有影響力的 YouTuber 一段時間後， YouTuber 的社交吸引力及任務吸引力，是 否會對觀眾產生擬社會互動，進而探討是否影響觀眾對 YouTuber 的使用與滿足 相關目的，最後導致觀眾產生正向或負向的偶像崇拜。本研究透過問卷方式取得 了 268 份有效問卷 (138 份娛樂型的問卷及 130 份知識型的問卷)，再進一步使用 Partial Least Squares 方法來找出各構面之間的關係。最終經實驗數據可以得知具 有社交吸引力的 YouTuber 確實會對觀眾產生認知性擬社會互動及各個面向的 使用與滿足相關目的，也會產生正向與負向的偶像崇拜。本研究期望結果以不同 的角度來探討關於 YouTuber 與觀眾的互動及影響，提供給 YouTuber 經營頻道 及社群的相關數據。

YouTuber s are individuals who have their own YouTube channels where content is followed by their fans. This research, from the perspective of the YouTubers’ fans, considers whether YouTubers’ social and task attraction will affect the perceived parasocial interaction with fans, the gains obtained by the fans from the use and gratification angle, and ultimately celebrity worship. Data collected through questionnaire are analyzed using the partial least squares method. The analysis revealed that YouTubers’ interpersonal attraction and task attraction contribute to cognitive parasocial interaction. Cognitive parasocial interaction, in particular, contributes to many of the use and gratification gains. Some of these gains and parasocial interaction then affects the positive and negative aspect of celebrity worship.

論文審定書...................................................................................................................... i
摘要..................................................................................................................................ii
Abstract...........................................................................................................................iii
目錄.................................................................................................................................iv
圖目錄..................................................................................................................................v
表目錄................................................................................................................................ vi
第一章 緒論.....................................................................................................................1
第一節 研究動機.............................................................................................................1
第二節 研究問題與目的.................................................................................................2
第三節 研究流程.............................................................................................................2
第二章 文獻探討與假說建立.........................................................................................4
第一節 YouTuber 類型.....................................................................................................4
第二節 人際吸引力.........................................................................................................5
第三節 擬社會互動.........................................................................................................7
第四節 使用與滿足.........................................................................................................8
第五節 偶像崇拜...........................................................................................................11
第三章 研究方法...........................................................................................................13
第一節 研究架構與假說路徑.......................................................................................13
第二節 研究構面...........................................................................................................13
第三節 操作型定義及研究問項...................................................................................14
第四節 問卷施測與分析工具.......................................................................................17
第四章 數據分析...........................................................................................................18
第一節 樣本結構...........................................................................................................18
第二節 研究構面分析...................................................................................................19
第三節 假說驗證...........................................................................................................23
第五章 結論與建議.......................................................................................................28
第一節 結論與討論.......................................................................................................28
第二節 理論貢獻...........................................................................................................31
第三節 實務意涵...........................................................................................................31
第四節 未來建議方向...................................................................................................32
參考文獻........................................................................................................................33

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