現今由於網際網路的快速崛起使得人們使用智慧型手機的行為越來越普及，也讓人們上網更為容易。根據調查指出人們在日常生活當中最常使用的是利用裝置來觀看影音服務，而隨著影音平台的迅速崛起，各式各樣的影音創作者也逐漸增加。
在過去的，若需要學習專業知識或者專業技能的時候，可能需要花一堆時間去收集各種不同資訊，來進行學習但在資訊快速蓬勃發展的時代有著不同的學習管道來獲取專業知識或技能。然而現在不同領域的專業人士也開始將自己的專業技能拍攝成影片放在影音平台上進行分享藉此來成為職業型網紅，然而這分享行為會對使用者或專業人士造成的利弊得失目前卻較少被提出來進行研究。

因此，本研究透過實用性價值、享樂價值、關係品質、自我效能、服務購買、業配購買、口碑分享、持續觀看以及動手做的意願，這些不同構面之間的關係來分析YouTube上職業達人型網紅分享的專業影片。藉由收集問卷後的結果，來分析職業達人型網紅分享專業影片之利弊得失。

At present, due to the explosive growth of Internet, using smart phone is widespread, also making people to surf the Internet much easier. According to the research, it points out that the most commonly service for people to use is audio service, what’s more, there is a wide various of video creator increasing along with the rise of video platform.

　　In the past, if you needed to learn professional knowledge or skills, you might need to spend a lot of time collecting various kinds of information to learn. But in the era of rapid development of information, there are different learning channels to obtain professional knowledge or skills .There are lots of professionals in different fields become online influencers by making videos of their own proficiency, however, less of people propose about pros and cons of this kind of sharing behaver to the users or professionals to be researched.

　　Therefore, the research, which is made from the professional videos that sharing by professionals on YouTube, is explored about relationship among useful value, hedonic benefit, quality, self-effectiveness, service buying, advertorial buying, word of mouth, continuously watch, and willing to do.Through the surveys to analyze pros and cons about professionals’ videos.

論文審定書 i
摘要 ii
Abstract iii
目錄 iv
圖次 vi
表次 vii
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 4
第三節 研究問題與目的 7
第四節 研究流程 8
第二章 文獻探討 9
第一節 知識型 YouTube 9
第二節 資訊（知識）分享 10
第三節 實用性價值 12
第四節 享樂價值 13
第五節 顧客關係品質 14
第六節 顧客契合 16
第三章 研究方法 19
第一節 研究模型 19
第二節 研究假說 19
第三節 構面定義與衡量 22
第四章 資料分析與結果 29
第一節 樣本人口統計分析 29
第二節 研究變數之敘述統計 31
第三節 模型及假設檢定 42
第五章 結論與建議 45
第一節 結論結果與建議 45
第二節 學術及實務意涵 46
第三節 研究限制 48
第四節 未來研究方向建議 48
參考文獻 50

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