本研究應用Petronio的傳播隱私管理理論(CPM)，探討在影音社交網站YouTube的情境中，使用者在資訊揭露與隱私之間的緊張關係，試圖了解使用者在影音社交網站YouTube情境中的隱私管理是如何，並從使用者的性別、使用動機、網路使用經驗、感知匿名/辨識、及感知風險程度的隱私考量，探討是否會對使用者在影音社交網站YouTube情境的隱私管理有所影響。 本研究嘗試從初探性的角度，針對上傳自己影音的使用者，發展出測量YouTube上傳自己影音的隱私測量量表在於了解目前使用者的使用現狀，而什麼樣的影響因素，會影響到這些使用者在上傳影音時的隱私管理行為，以供未來研究做為參考與指教。 本文完成有效樣本共有617位使用者，其中包含527位有上傳過自己影音的使用者，90位沒有上傳過自己影音的使用者；研究發現女性使用者會比男性使用者揭露較少，且個人資訊連結較少；而愈沒有消遣娛樂使用動機的使用者，對於個人資訊界線控制會愈多；具有自我表現使用動機的使用者，對於個人資訊揭露程度就會愈多，而不愈具有消遣娛樂使用動機的使用者，個人資訊連結會愈多，具有自我表現使用動機的使用者，個人資訊連結就會愈多。 此外在使用者自我感知與各自隱私管理行為之間關係中，發現上傳影音的使用者，不會因為個人內容所感知到的風險程度，而進行自我資訊控制等隱私管理行為；反而會因為從他人的影音內容中辨識出他人，以及因為外在環境感知到的風險程度，而進行自我資訊控制以及自我資訊揭露程度行為的隱私管理。 / This study applies Petronio’s Communication Privacy Management theory to explore how YouTubers manage their disclosure in YouTube videos; whether YouTubers’ gender, motivation, internet experience, the degree of perceived identification and perceived risk have any impact on their privacy management behaviors in social networking site, YouTube. In addition, this study uses Child, Pearson & Petronio’s (2008) WPMM scale as reference; attempts to create an explanatory scale to measure YouTubers’ privacy concern and management for future research. There are 617 YouTubers completed an online survey, including 527 YouTubers who have their video available in YouTube and 90 YouTubers who do not have their video available in YouTube. Results show female YouTubers disclose their personal information much less than male and have less linkage behavior. As for YouTubers’ motivation, users who do not regard using YouTube as entertainment will control their information; and users who often present themselves in YouTube will disclose their information. Additionally, users being used to presenting themselves will open more access and linkage to their personal information. What’s more, YouTubers who can identify others from their own videos and perceive threat or risk from internet environment have the tendency to have their information controlled and limited, not to disclose more personal information and disallow others have the access to their video in YouTube. Following the results of the present study, suggestions for future research in the online management of privacy, especially in YouTube context, are also listed and discussed.

隨著資訊時代來臨、社群媒體普及，現今的消費者有能力從網路尋找多元的資訊進行購買決策，消費者也能互相交換資訊。YouTube的時尚美妝影片數量多、內容豐富，消費者在尋找產品或使用教學的影片時，會將其作為搜尋來源之一，並相信這些內容不具商業利益，客觀且公正。 美妝YouTuber樂於創作影音內容，分享產品資訊、購物經驗、和生活事物等議題，進而培養出一群訂閱的觀眾，成為具社群影響力的網路名人；然而這些YouTuber如何影響消費者、為何能吸引特定族群的消費者，目前國內外相關的研究仍十分稀少。 本研究以美妝影音部落格和美妝消費者為研究對象，探討「美妝消費者的購買決策過程，及其如何受到YouTuber之影響」，採用質性的網路民族誌 (netnography) 作為研究方法，先搜集三個YouTube熱門美妝頻道的網路資料，參與留言區的討論，再訪談十六位千禧世代的美妝消費者。本研究發現：一、創作者和觀看者透過YouTube凝聚成美妝「社群」；二、美妝YouTuber具備「發起者」和「影響者」的角色；三、美妝消費者的行為和態度可能受到人氣YouTuber影響。 / Nowadays, consumers search information about products, prices and distribution on the Internet before their purchase decisions so that social media has radically changed the communication landscape. Consumers are able to share their purchase experiences online and interact with other users. More and more users are using YouTube as a search engine as well as looking for makeup tips, tutorials, and product recommendations because consumers would believe these user-generated contents are reliable and trustable. The aim of this research is to explore how YouTubers of beauty industry in Taiwan, have influenced their viewers and to what extent this influence on the purchase decision process. This study uses a qualitative approach ‘netnography’ as the main research methods to collect data. Three YouTube beauty channels were observed and participated; additionally, 16 in-depth interviews with millennial consumers were conducted. The research finds out that YouTube beauty channels can be seen as communities where relationships between YouTubers and viewers is formed. YouTubers are the initiator and influncer on the purchase decision journey. The study also found that the popularity of YouTuber may affect consumers’ behaviors and attitudes.