影音分享網站成為繼部落格和照片分享後最受歡迎的Web2.0網路服務，根據Hitwise（2008）的調查美國前五名的影音分享網站排名，YouTube的瀏覽率排名第一。因此本研究將以YouTube為例，將探討使用線上影音分享網站YouTube的使用行為因素之研究。
本研究將科技接受模式（Technology Acceptance Model）加入認知娛樂（Perceived Playfulness），並結合網站認知品質（Website Perceived Quality）以及網路外部性（Network Externalities）兩個外部變數形成本研究的構面，探討影響使用者使用影音分享網站的行為意圖，以結構方程模式（Structural Equation Modeling）進行分析。經過網路問卷調查，總共回收302份有效問卷，以結構方程模式進行分析後，本研究實證結果如下：網站認知品質對認知易用有顯著的正向關係；網路外部性對認知有用、認知易用有顯著的正向影響；使用態度乃是直接決定行為意圖之最重要因素，亦即使用者對於該影音分享網站之態度越正向。本研究所就構之模型對於採取影音分享網站之行為意圖具有可接受的解釋力。最後將提出管理意涵提供給線上影音分享網站的經營者為參考：影音分享網站的業者可以加強網站的娛樂性、有用性、易用性，可提高使用者對影音分享網站的正面使用態度；設計出符合人性的需求網站，以提升使用者對此網站的易用性進而間接影響使用者對於網站的使用態度；線上影音分享網站業者可從基本的會員註冊人數增加來加強網路外部性。

As for blog and photo sharing, online video sharing websites are the most popular web services of Web2.0. According to Hitwise(2008), investigate on the top five rank of positions for the video sharing websites in the United Stares in 2008, YouTube visiting is ranked number one. Hence In this study, user behavioral intention of using video sharing website is worth investigated on YouTube.
A revised Technology Acceptance Model which includes external variables of Perceived Playfulness, Website Perceived Quality, Network Externalities is proposed. On Structural Equation Modeling analysis is applied to evaluate the effect of user’s behavioral intention on video sharing websites. As a resulte, a total of 302 valid responses were gathered for analyses. This study conclude that : Website Perceived Quality is strongly significant related to Perceived Ease of Use, but not significant to Perceived Usefulness. Network Externalities is significant related to Perceived Ease of Use and Perceived Usefulness. The study indicates that more use the video sharing website the more easy to learning how to use the website and more usefulness the website. Attitude is the most important factor to mainly influencing to user decision behavioral intention to share video. This research model’s explains that using video sharing website is acceptable. Final, provides management strategy about video sharing websites operating policy in marketing.

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網站資料
1. 維基百科
http://zh.wikipedia.org/w/index.php?title=Youtube&variant=zh-tw
2. HitWise 市場調查機構
http://www.hitwise.com/index.php
3. YouTube 說明與資訊
http://help.youtube.com/support/youtube/
4. 創世紀市場研究顧問
http://www.insightxplorer.com/specialtopic/self_viedo200712.html