根據 2017 年 11 月的資料顯示，Youtube 目前已經成為全球第二大受歡迎的社 群媒體。Google 台灣官方部落格於<台灣 Youtube 使用者行為大調查揭秘最新影音 趨勢>中一文指出，台灣 Youtube 使用者平均每週花在 Youtube 的時間將近 15 小 時。資料也顯示台灣 X 世代(38 歲到 52 歲)有超過一半的使用者每天都會點進 Youtube 一次，意味著 Youtube 這個平台在各年齡層的普及性。調查亦顯示:每五 個台灣使用者就有一個會在 Youtube 上主動搜尋產品及品牌的資訊，而購買產品之 前會上 YouTube 搜集產品資訊的台灣使用者中，有 24%的人會在觀看完 YouTube 影片後直接到網路商城瀏覽產品，而這些人中又有 37%會下單購買產品。因此 Youtube 不只是扮演社群媒體的角色，同時也高度影響使用者的消費行為。Youtube 的原創影音製作者 Youtuber 從 2005 年以來對於網路社群影響力越來越大，成了一 個新興職業及產業。《富比世》雜誌也從 2015 年開始紀錄全世界 Youtuber 的收入 排行。基於 Youtube 目前在全球的使用人數及 Youtuber 對於社群媒體的影響力，本 篇研究嘗試探討 Youtuber 的個人特質、頻道及影片特質、影片美感是否會影響觀眾 的信任意圖，並進而對該 Youtuber 產生忠誠度，使研究的結果幫助企業在行銷活動 時能善用 Youtuber 於現今社群媒體的影響力，達到更有效的行銷成果。
研究結果發現，Youtuber 個人特質、影片及頻道特質及影片美感會正向且顯著 的影響觀看者信任。其中 Youtuber 個人特質包含其參與性知識、社會資本、人格及 人格宣稱。影片及頻道特質包含影片的觀看體驗獨特性、資訊品質、社群感及相關 領域連結。影片美感包含視覺吸引、設計原創性及娛樂價值。另外觀看者信任也會 正向且顯著的影響觀看者忠誠，且本研究發現信任對於 Youtuber 個人特質、影片及頻道特質及影片美感中所有子構面對於觀看者忠誠間均存在部分中介效果，本研究 認為 Youtuber 個人特質、頻道及影片特質、影片美感除了可以正面顯著的影響觀看 者信任進一步讓觀眾產生忠誠之外，Youtuber 個人特質、頻道及影片特質、影片美 感也可以直接正面影響觀看者忠誠。

According to the data in 2017, Youtube has become the second most popular social media around the world. The article posted by Google Taiwan official blog, the behavior investigation of Taiwanese Youtube users, pointed that, Taiwanese Youtube users averagely spend almost 15 hours on Youtube every week. It also indicated that more than half of the Taiwanese X generation Youtube users use Youtube every day, showing the popularity of Youtube across different generations. The same report also shows that every one out of five Taiwanese Youtube users will search product or brand information on Youtube before purchasing products. And out of 24% people will go browsing the website of the product after watching Youtube video. From this group of people, around 37% will order the product. Thus, Youtube not only plays an important role of social media but also affects customer’s purchasing behavior.
The original Youtube video producers, so called Youtuber, has more and more influencing power on online community and has become a emerging industry and career. The magazine of Forbes started documenting the ranking of well-known Youtubers’ income from 2015.
Base on the popularity and status of Youtube on today’s social media, the study will explore whether Youtuber’s personal characteristics, video and channel characteristics, video aesthetic will affect Youtuber users’ intention of trust. And investigate whether the trust of Youtube users will further affect Youtuber users’ intention of loyalty. The study expect to have the management suggestion for companies when planning and implementing marketing strategy on Youtube.
The result of this study indicated that Youtuber personal characteristics, which includes engagement knowledge, social capital, Youtuber character and character claim, and video and channel characteristics, including watching experience uniqueness, information quality, connected material and community participation, and video aesthetic, which includes visual appealing, originality of design and entertainment value,have positive and significant effect on Youtube users’ trust intention. And the effect that Youtube users’ trust intention will further develop into Youtube users’ loyalty intention is also positively significant. Besides, the mediating effect of trust on all the sub- constructs of Youtuber personal characteristics, video and channel characteristics and video aesthetic exist. The result indicates that Youtuber personal characteristics, video and channel characteristics and video aesthetic can significantly affect Youtube users’ trust intention, which can further contribute to the loyalty of Youtuber users toward Youtuber.

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