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YouTube was established in 2005 until now only more than 3 years. Although it was established just more than 3 years, it has already become the one of multitudinous video shares website that most people use. Additionally, it has become the famous website in the Internet. As YouTube is popularized, YouTube starts appearing in our daily life. Some media even saydo you use YouTube today?to emphasize YouTube s influence for people s life. YouTube has become successful model in the network media, However, what kind of charm is in YouTube? How are the interaction relations between the user and YouTube also? So, this research by the scientific theory will analyzes these key questions in mind angle, and provides some reference about the network media research in the future. This research based on in-depth interviewing and questionnaire to investigate user factor and user behavior about YouTube. Use the factor analysis method to examine this multitudinous factor reorganization, and prove a model to explain influence about using YouTube, In the research we discovered five factors which influence the reason why people use YouTube, The respectively includebrands effectexplain how the good impression in YouTube influence the userdiversificationexplain how valuable the user see the movie contenteasy to useyoutube is operated convenient and that affects user's use intentiontopic transmissionexplain how the topic transmission increase using probability andsocial mannerexplain user's social impression is also one of the factors affects user. Key Word: YouTube, User behavior, Factor analysis ii
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1 Information Revolution
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/ http://www.youtube.com 2005 2 15 http://uk.youtube.com/ 2007 6 19 http://br.youtube.com/ 2007 6 19 http://fr.youtube.com/ 2007 6 19 http://ie.youtube.com/ 2007 6 19 http://it.youtube.com/ 2007 6 19 http://jp.youtube.com/ 2007 6 19 http://nl.youtube.com/ http://pl.youtube.com/ http://es.youtube.com/ 2007 6 19 2007 6 19 2007 6 19 http://mx.youtube.com/ 2007 10 10 http://hk.youtube.com/ 2007 10 17 http://tw.youtube.com/ 2007 10 18 http://nz.youtube.com/ 2007 10 22 http://au.youtube.com/ 2007 10 22 http://ca.youtube.com/ 2007 11 6 http://de.youtube.com/ 2007 11 8 http://ru.youtube.com/ 2007 11 13 http://kr.youtube.com/ 2008 1 23 20
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F1(1) Q15 0.788 F1(2) Q17 0.655 F1(3) Q13 0.599 F1(4) Q16 0.576 F2(1) Q27 0.696 F2(2) Q28 0.693 F2(3) Q1 F3(1) Q2 F3(2) Q4 F3(3) Q8 F3(4) Q29 F4(1) Q20 0 0 0 0 0 0 F4(2) Q18 0 F4(3) Q10 0 F5(1) Q33 0.713 F5(2) Q24 0.632 F5(3) Q22 0.588 6.250 1.447 1.240 1.233 1.137 27.175% 6.291% 5.391% 5..360% 4.944% 59
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A AB B YouTube 81
D AB E C AB A AB B F G 82
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YouTube YouTube YouTube Youtube 1. 2. 15~19 20~24 25~29 3034 3540 3. YouTube 1 1 1 1 2 2 4. YouTube Q1. YouTube Q2 YouTube 94
Q3 YouTube Q4 YouTube Q5 YouTube Q6 YouTube Q7 YouTube Q8 YouTube Q9 YouTube Q10 YouTube Q11 YouTube Q12 YouTube Q13 YouTube 95
Q14 YouTube Q15 YouTube YouTube Q16. YouTube Q17 Youtube Q18 YouTube Q19 YouTube Q20 Blog YouTube Q21 Youtube Q22 YouTube Q23 YouTube Q24 YouTube 96
Q25 YouTube Q26 YouTube Q27 YouTube YouTube Q28 YouTube Q29 YouTube Q30 YouTube Q31YouTube YouTube Q32 Q33 YouTube 97