| Summary: | 碩士 === 元智大學 === 經營管理碩士班(領導學程) === 107 === The development of Web2.0 and User Generated Content (UGC) on the internet has led to the radical rise of YouTubers (Dayal, 2004). More and more YouTubers gain fame and popularity by riding the wave. The success of YouTubers hugely depends on how they attract loyal viewers to continuously subscribe channels. For loyal audience, following YouTubers’ channel becomes a daily routine or important activity for all kinds of purposes. The motivation behind their viewing behavior, however, is yet to be investigated.
The purpose of this study is to understand how individual attributes and self-esteem affect viewers’ choice and motivation of YouTuber channel subscription. The major argument is that viewers with lower self-esteem spend more time with YouTubers’ videos, more likely to idolize the YouTuber followed, show larger self-discrepancy, and demonstrate more behavior of imitation and worship.
Total of 357 questionnaires were distributed, 315 effect questionnaires were issued after deduct not valid questionnaire. The effective returned rate was 88%. Respondents’ traits, motivation of internet use and self-esteem, were be measured and analyzed to examine the relationship and effect. Individual background data was also collected and analyzed to see how different demographic groups affect channel choice. The study is expected to help depict viewer’s behavior from depth and gain better understanding on how and why individuals form preference about YouTubers.
Key Words: Personality traits, Self-Esteem, YouTuber, YouTuber channel subscription
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