2020年為台灣Podcast元年。隨著“聲音經濟”的興起，許多Youtuber也漸漸跨足到Podcast上，開設自己的頻道搶佔聲音市場以提升影響力。本研究目的為研究使用者在長期以視覺觀看Youtube並產生慣性後，是否會顯著降低以聽覺接收資訊的Podcast使用意願，也藉由認知與情感信任來探討在Youtube、Youtuber與Podcast三者間信任轉移之影響程度，並進一步驗證Youtube與Podcast兩者間之關係(即感知相似度與感知相容性)是否具有干擾效果強化信任轉移，最終對Podcast產生使用意圖。
本研究主要透過發放線上問卷來搜集資料，共回收339份有效問卷。研究結果顯示，雖然使用者會習慣有字幕或後製的影片而對Youtube產生慣性，卻對於Podcast的認知與情感信任無顯著影響，但可透過原有對Youtube的高度認知與情感信任之中介轉移至Podcast上。認知信任轉移在Youtube、Youtuber、Podcast三者之間皆能順利轉移，而對於Youtube的情感信任無法轉移至Podcast，卻能透過具有高度情感信任的Youtuber間接轉移情感信任至Podcast上。本研究亦使用感知相似度與感知相容性來分別代表Youtube與Podcast兩者間認知信任與情感信任之關聯性，研究結果證實感知相似度對於Youtube與Podcast間認知信任之轉移具有顯著干擾影響，而感知相容性對於Youtube與Podcast間情感信任之轉移不具有干擾效果。最後根據研究結果提出理論與實務面之建議，期望對於欲經營Podcast者有所幫助。

2020 is the year of Taiwanese podcasts started to rise.With the rise of the ‘Voice-Economy’, many Youtubers have gradually stepped into podcasting, creating their own channels to seize the voice market in order to increase their influence. The purpose of this research is to investigate whether users will significantly reduce their willingness to use Podcasts that receive information through hearing after they watch Youtube visually for a long time and have inertia. It also explores the trust between Youtube, Youtuber and Podcast through cognitive and emotional trust. The extent of the impact of the transfer, and to further verify whether the relationship between Youtube and Podcast (that is, the perceived similarity and compatibility) has an interference effect to strengthen trust transfer, and ultimately produces the intention to use Podcasts.
In this study, data was collected by issuing online questionnaires, and a total of 339 valid questionnaires were collected. The research results show that although users are used to videos with subtitles or post-production and have inertia towards Youtube, they have no significant impact on the cognitive and emotional trust of Podcasts, but they can be transferred through the original high degree of cognition and emotional trust of Youtube to the Podcast. Cognitive trust transfer can be smoothly transferred between Youtube, Youtuber, and Podcast. However, the emotional trust of Youtube cannot be transferred to Podcast, but it can indirectly transfer emotional trust to Podcast through Youtuber with high emotional trust. This study also uses perception similarity and perception compatibility to respectively represent the correlation between cognitive trust and emotional trust between Youtube and Podcast. The research results confirm that perception similarity has a significant interference effect on the transfer of cognitive trust between Youtube and Podcast. Perceived compatibility does not interfere with the transfer of emotional trust between Youtube and Podcast. Finally, based on the research results, we put forward theoretical and practical suggestions, hoping to be helpful to those who want to run Podcasts.

目錄
論文審定書 i
誌謝 ii
摘要 iii
Abstract iv
目錄 v
圖次 vii
表次 viii
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 3
第三節 研究問題與目的 4
第四節 研究方法與流程 5
第二章 文獻探討 6
第一節 慣性(Inertia) 6
第二節 現狀偏誤理論(Status Quo Bias, SQB) 7
第三節 信任(Trust)與信任轉移理論(Trust Transfer Theory, TTT) 9
第四節 感知相似度與感知相容性(Perceived Similarity and Compatibility) 11
第三章 研究方法 13
第一節 研究模型 13
第二節 研究假說 14
第三節 操作型定義 20
第四節 研究設計 22
第四章 資料分析 30
第一節 樣本基本資料分析 30
第二節 衡量模型 33
第三節 結構模型及假說驗證 44
第四節 中介效果驗證 48
第五章 結論與建議 52
第一節 研究結果與建議 52
第二節 理論及實務意涵 56
第三節 研究限制 59
第四節 未來研究方向 60
參考文獻 61
附錄：本研究正式問卷 70

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