隨著科技的發展，知識的獲取已經不受限於實體場域，全球第二大流量的網站YouTube已成為許多人獲取免費知識的重要管道，因此有越來越多人投入知識類型影片的創作，影片的流量是維持頻道運作的關鍵因素，因此本研究根據社會認知理論(SCT)發展本研究模型，欲了解影響觀眾頻道參與的因素，並且探討個人認知因素以及在該平台下的環境因素如何影響觀眾對頻道的參與行為。

本研究樣本收集以封閉式線上問卷方式進行，總共回收618份有效樣本。本研究結果顯示資訊自我效能正向影響結果預期與社交互動，進而影響觀眾參與行為，此外社交互動對資訊自我效能與參與有中介效果。

本研究結果有助於知識型YouTube頻道經營者，了解影響觀眾參與行為影響因素，能夠提供更多的社交互動與降低資訊分享的門檻以提高影片的流量，進一步發展和擴大頻道的影響力。

With the development of technology, knowledge acquisition is no longer limited to physical spaces. YouTube, the second-largest website in the world by traffic, has become an important channel for many people to access free knowledge. As a result, an increasing number of people are involved in creating knowledge-based videos. Video traffic is a key factor in maintaining the operation of a channel. Therefore, this study developed a research model based on Social Cognitive Theory (SCT) to understand the factors that influence audience engagement with channels and how personal cognitive factors and environmental factors on the platform affect audience engagement behavior with channels.

The sample collection for this study was conducted through a closed online questionnaire, and a total of 618 valid samples were collected. The results of this study showed that information self-efficacy has a positive impact on outcome expectations and social interaction, which in turn affects audience engagement behavior. In addition, the results show that outcome expectations and social interaction mediate the relationship between information self-efficacy and engagement.

The findings of this study contribute to the understanding of factors influencing audience engagement behaviors for knowledge-based YouTube channel operators. It provides insights for facilitating increased social interaction and reducing information-sharing barriers to enhance video traffic, thereby further developing and expanding the influence of the channel.

論文審定書 i
論文公開授權書 ii
誌　謝 iii
摘要 iv
Abstract v
目錄 vi
圖目錄 vii
表目錄 viii
第一章　緒論 1
第一節 研究背景 1
第二節 研究動機 2
第三節 研究目的 4
第二章　文獻探討 5
第一節 YouTube 5
第二節 社會認知理論 6
第三節 研究模型與假說 12
第三章　研究方法 19
第一節 研究設計 19
第二節 研究量表發展 22
第三節 研究對象與問卷回收 24
第四節 資料分析 25
第四章　資料分析 27
第一節 敘述性統計分析 27
第二節 測量模型分析 31
第三節 假說驗證及結果 37
第五章　討論與結果 43
第一節 討論 43
第二節 研究貢獻 46
第三節 研究限制與未來研究方向 49
參考文獻 51
附錄一、專家效度問卷 60
附錄二、正式問卷 66

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