近年來隨著高速網路的普及以及個人創作平台的流行，不管是傳統藝人還是網紅都在網路上進行直播或者錄製節目以避免在數位化的浪潮中遭受淘汰，而這當中YouTuber的崛起可以說是現今網路現象的最佳代表，默默無聞的素人們開始在網路上進行節目的製作並發布影片，與傳統知名藝人最大不同便是這些YouTuber們透過屬於自己個性的特殊設定以及更加貼近觀看者生活的拍攝模式，成功吸引大量粉絲觀看與追蹤，以台灣兩千四百萬人市場中又有不少突破百萬訂閱的YouTuber，然而這些YouTuber甚至以不遜於傳統名人之姿活躍於網路世界中，而種種現象使得越來越多素人加入了YouTuber的行列，開始出現從幾千人到幾百萬人訂閱不同級距的YouTuber，而當然YouTuber的知名度及其個性也會相當程度影響其代言產品的性質，廠商在這之中勢必要根據其行銷目的挑選出合適的YouTuber，而消費者也無可避免的被大量複雜的資訊影響其消費決策，而本研究探討消費者在搜尋資訊的階段中，YouTube影片究竟扮演著何種角色？同時更進一步探討，YouTube影片製作者及其演示產品的方式如何影響消費者對於其代言品牌的觀感及信任度，為了觀察消費者在觀看影片時對於品牌及影片產生的反應，實驗以8人分組的方式進行實驗，結果大致分為影片創作者及演示內容相關兩部分，第一，當消費者不認識或不信任YouTuber時，消費者信任官方影片的程度大於YouTuber；第二，根據觀察，介紹影片方式依照數量大致分為單一產品介紹、單一品牌多產品介紹、多品牌同性質產品介紹以及多品牌不同性質產品介紹，而根據消費者搜尋目的，偏好影片則有所不同，如果消費者想購買特定產品則會偏好單一產品介紹影片，而消費者如果對於特定品牌有興趣則會偏好單一品牌多產品介紹影片，另外，消費者想要搜尋特定功能產品時則偏好多品牌同性質產品介紹，最後，消費者偏好觀看其喜歡YouTuber創作之不同品牌不同產品介紹影片；第三，比起業配影片，被觀察者更加在意YouTuber的誠信問題，所有人一致認為YouTuber應該表明其影片為業配或公關影片，不應該為了收入做出不真實的效果。

In recent years, social platforms like YouTube become more fashionable to teenagers along with the universalization of fast internet. Even traditional celebrities start to open their online channels to avoid being washed out from the current of user-generated contents. And the new career called "YouTuber" is undoubtedly become the most suitable representative for this phenomenon. The most significant difference between traditional celebrities and YouTubers is ordinary people start making videos with their style from viewer-perspective. In Taiwan, there are many YouTubers own over a million subscribers which as famous as traditional celebrities. This phenomenon attracts more ordinary people to choose YouTuber as their second career, which generates different levels cover from thousands to millions of subscribers. Thus, brand proprietors usually take the number of subscribers, demonstration-style and Youtuber's personality into consideration when it comes to a need for advertisement. Meanwhile, consumers cannot get rid of it in the step of information search among their buying decision process. This dissertation investigates interviewees' reaction after watching product demonstration videos on YouTube through focus groups with experiment design. The results can roughly categorize into two parts, such as video creators and demonstration style. First, official videos give viewers a more considerable impact when respondents do not know the YouTuber very well. Second, there are around four groups videos which divided by the number of presentation products, and respondents watch them depends on different purposes. Third, all respondents agree that YouTubers should declare the video is advertorial or not instead of lying to viewers.

論文審訂書 i
摘要 ii
Abstract iv
Table of Contents vi
List of Table vii
1. Introduction 1
1.1 Research Background 1
1.2 Research motivation 2
1.3 Research objective 3
2. Literature Review 4
2.1 Factors behind buying behavior 4
2.2 Importance of building trust 6
2.3 The trend of videos in marketing 7
2.4 Youtubers as an influencer 8
3. Methodology 10
3.1 Research Approach 10
3.2 Interviewees 11
3.3 Contents of interviews 14
3.4 Interview Procedure 22
4. Result 24
4.1 Findings for hypotheses 24
4.2 Other findings 28
5. Discussion 30
5.1 Summary of the result 30
5.2 Managerial and Practical Implication 34
5.3 Limitation 36
6. Conclusion 38
6.1 General conclusion 38
6.2 Recommendation for future research 39
Reference 40
English Reference 40
Mandarin Reference 46
Internet Reference 48
Appendix 49
Appendix 1. Questionnaire for background information 49
Appendix 2. Direct quote from interviewees 50

List of Table
Table 1. Level of KOL 20
Table 2. Description of videos 21
Table 3. Groups distribution 22
Table 4. Interview steps 23
Table 5. Summary of the result 33

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