近年來隨著資訊科技的進步，影音平台逐漸成為最受歡迎的Web2.0網路服務，臺灣自2007年10月推出YouTube繁體中文版後，便快速獲得網友青睞，觀賞YouTube逐漸成為趨勢，針對YouTube研究之主題也隨之增加，但單就針對千禧世代資訊行為研究較少著墨，因此本研究希望探討千禧世代YouTube的使用動機與使用行為，了解千禧世代在搜尋YouTube影音過程中行為因素及其行為特性。
本研究以千禧世代使用者為研究對象，透過網路問卷方式進行，總回收有效問卷408份，問卷詢問YouTube一般使用經驗包含觀看類型、使用頻率、平常使用的時段、每次使用所花費的時間、是否會同時做其他事等和特定使用經驗以開放式問題作為題項，詢問最近一次使用或最有印象的節目/影片，並此此詢問觀看目的、觀看之類型、觀看情境等。
研究結果顯示本樣本千禧世代YouTube使用者一般使用經驗中，女性千禧世代使用者多於男性千禧世代使用者，不同年齡層的使用者比例相差不遠，教育程度部分以大學(專)以上之使用者較多，職業部分以服務業雇員為主，居住地區以北部為主，平均月收入以30,001元~40,000元最多。從本研究樣本中發現特定使用經驗中以使用目的以休閒為主，工作與學習為其次，觀看原因有六成是因影片有趣、放鬆，也有部分使用者目的是獲得新知。研究結果本樣本千禧世代三段不同年齡層雖然沒有統計上的顯著差異，不過可以注意介於25~30歲的使用者重視有效社交互動；介於31~35歲的使用者追求觀影畫質，重視社交行為與分享之功能。研究發現千禧世代使用者視YouTube平台為生活的一部分；使用目的主要以休閒為主；觀看影片引發認知、情感面的反應；資訊使用後延伸產生社會互動。

Nowadays, with the growth of information technology, video and audio platform has become the most popular Web2.0 network service after blogging and photo sharing. Since the launch of the traditional Chinese version of YouTube in Taiwan in October 2007, it has quickly gained the favor of netizens, watching YouTube has gradually become a trend, and the topics of YouTube research have also increased. However, the exploration on the information behavior of millennials is less focused. Therefore, this study hopes to explore the motivation and behavior of millennials YouTube use, and to understand how millennials are in Behavioral factors and behavioral characteristics in the process of searching YouTube videos.
This study took millennial users as the research object and conducted online questionnaires. There were collected 408 solid questionnaires. The survey asked about the overall experience of YouTube, including viewing type, frequency of use, period of usual use, and the cost of each use. Time, whether you will do other things at the same time, etc., and specific user experience, use open-ended questions as items to ask about the most recent use or the most impressive program/movie and hereby ask about the viewing purpose, type of viewing, viewing situation, etc.
The research results present that in the overall experience of the millennial YouTube users in this sample, female millennial users are more than male millennial users, and the proportion of users in different age groups is not far behind. There are many users of the above. The occupational part is service industry employees, and the living area is mainly in the north. The average monthly income is 30,001 yuan to 40,000 yuan. From the sample of this research, it has been found that the purpose of the use is leisure, followed by work and study, and 60% of the reasons for watching the video are fun and relaxing, and some users' purpose is to gain new knowledge. Research results Although there is no statistically substantial difference between the three different age groups of millennials in this sample, it can be noted that users between the ages of 25 and 30 attach importance to effective social interaction; users between the ages of 31 and 35 pursue movie viewing. Quality, pay attention to the function of social behavior and sharing.
The study found that millennial users regard the YouTube platform as a part of their lives; the purpose of the use is leisure; watching videos triggers cognitive and emotional responses; after information use, social interaction occurs.

中文文獻
卜小蝶、張映涵（2012）。網路影音休閒之遊歷行為探析。圖書資訊學刊。
王秀卿（2001）。網路使用及資訊尋求行為之文獻探討。大學圖書館，5(1)：147-149。
王威翔（2009）。探討線上影音分享網站之使用行為意圖研究-以 YouTube 為例。成功大學工業與資訊管理學系學位論文, 1-100。
王嵩音（2007）。網路使用之態度、動機與影響。資訊社會研究，(12)，57-85。
王櫻儒（2009）。影音分享網站使用者動機、使用行為及其相關性之探討。亞洲大學資訊與設計學系碩士班碩士論文，台中市。
吳奕德（2008）。YouTube使用因素與使用者行為之研究。南台科技大學資訊傳播系碩士論文，台南市。
吳美美、楊曉雯（1999）。 圖書館的利用: 高中高職篇。國家圖書館。
李有仁、張書勳、林俊成（2011）。影音分享網站使用者意圖之研究。資訊管理學報，18(1)，53-76。
林珊如（2002）。網路使用者特性與資訊行為研究趨勢之探討。圖書資訊學刊，17，35-47。
林珊如（2005）。深度休閒與資訊行為研究。圖書資訊學刊，3(1&2)，15-22。
洪淑芬（2005）。部落格(blog)之特質與發展現況-應用於圖書館服務之探討。國家圖書館館刊，2，27-71。
高妮霠（2007）。Web2.0應用服務之使用與滿足研究－以線上影音分享網站為例。國立臺灣科技大學企業管理系碩士論文，台北市。
張映涵（2011）。網路影音休閒之遊歷行為研究。國立臺灣師範大學圖書資訊學研究所碩士論文，台北市。
陳君毅（2016）。即時串流直播平台Twitch.tv之使用與滿足研究。國立臺灣師範大學圖文傳播學系碩士論文，台北市。
陳品均 (2006)。Web 2.0 應用服務策略行動之研究-以 Yahoo!, Google, MSN 為例。
陳詩螢（2009）。影音分享網站使用行為研究－以YouTube為例。中國文化大學新聞研究所碩士論文，台北市。
黃慕萱（1994）。情境模式在解釋資訊尋求行爲之適用性探討。圖書館學刊, (9), 49-70。
黃慕萱（2001）。成人讀者之資訊尋求行為。臺北市立圖書館館訊，19(2)，8-23。
黃薏文、林麗娟（2020）。大學生健康資訊影音平臺 YouTube 使用行為之調查: 以輔仁大學學生為例. 圖資與檔案學刊, (97), 118-173.
楊佩樺（2008）。網路影音分享平台之使用行為調查研究。國立臺灣師範大學圖書資訊學研究所碩士論文，台北市。
葉乃靜（2015)。大學生觀看線上影音節目之隨興休閒資訊行為研究。圖書館學與資訊科學，41(2)，106-126。
資策會（2006）。web2.0創新應用案例集：科計畫服務新趨勢，財團法人資訊工業策進會。
蔡尚勳（2007）。深度休閒中的資訊活動：以業餘街舞者為例。國立臺灣大學圖書資訊學研究所碩士論文，台北市。
蕭宏祺（2012）。YouTube的崛起: 一個新的公民參與平台。新聞學研究。
蕭銘鈞（1998）。臺灣大學生網路使用行為、使用動機、滿足程度與網路成癮現象之初探。國立交通大學傳播研究所碩士論文，新竹市。
賴明弘、張峻維（2016）網路影音直播平台的使用者行為探討: 從知曉到持續使用。中科大大學報，3(1)， 31-48。
蘇健華（2007）。WEB 2.0發展介紹。Journal of Cyber Culture and Information Society。
蘇諼（2001）。網路環境中的資訊行為-理論與模式的探討。國家圖書館館刊，90(2)，163-180。
顧敏（1998）。現代圖書館學探討。台北：臺灣學生書局。

英文文獻
Baldonado, M. A, Spangenburg, J. (2009). Leadership and the future: Gen Y workers and two-factor theory. The Journal of American Academy of Business 15(1): 99–103.
Jorn Barger, J.（1997）. Weblog resources FAQ. Retrieved August 25, 2006, from the World Wide Web: http://www.robotwisdom.com/weblogs/
Becker, A. B. (2021). Stephen Colbert takes on Election 2020: #betterknowaballot, voter mobilization, and the return to playful participatory satire. Journal of Information Technology & Politics, 1-13.
Bracy, C., Bevill, S., & Roach, T. (2010). The millennial generation: Recommendations for overcoming challenges. Proceedings of the Academy of Educational Leadership, 15(2), 21–25.
Burgess, J., & Green, J. (2018). YouTube: Online video and participatory culture. John Wiley & Sons.
Case, D.O. (2002). Looking for information: A survey of research on information seeking, needs, and behavior. New York, NJ: Elsevier
Case, D.O., & Given, L. M. (2016). Looking for information: A survey of research on information seeking, needs and behavior. Bingley: Emerald Group Publishing.
Chau, C. (2010). YouTube as a participatory culture. New directions for youth development, 2010(128), 65-74.
Cooley, D., & Parks-Yancy, R. (2019). The effect of social media on perceived information credibility and decision making. Journal of Internet Commerce, 18(3), 249-269.
Deal, J. J., Altman, D. G., & Rogelberg, S. G. (2010). Millennials at work: What we know and what we need to do (if anything). Journal of business and psychology, 25(2), 191-199.
Dervin, B., & Nilan, M. S. (1986). Information needs and uses.
Dimock, M. (2018). Defining generations: Where Millennials end, and post-Millennials begin. Pew Research Center, 1.
Duffett, R., Petroșanu, D. M., Negricea, I. C., & Edu, T. (2019). Effect of YouTube marketing communication on converting brand liking into preference among millennials regarding brands in general and sustainable offers. Evidence from South Africa and Romania. Sustainability, 11(3), 604.
Ellis, D., & Haugan, M. (1997). Modelling the information seeking patterns of engineers and research scientists in an industrial environment. Journal of Documentation, 53(4), 384–403.
Elsweiler, D., Mandl, S., & Kierkegaard-Lunn, B. (2010). Understanding casual-leisure information needs: A diary study in the context of television. In N.J. Belkin (Chair), Proceeding of the 3rd Symposium on Information Interaction in Context. Symposium conducted at the University of North Carolina at Chapel Hill, USA.
Elsweiler, D., Wilson, M.L. & Kierkegaard, L.B. (2011). Understanding casual-leisure Information Behavior. In A. Spink & J. Hailstorm (Eds). New directions in Information behavior (chapter 9, pp. 211-241).
Howard House, UK: Emerald Group Publishing Limited
Khan, M. L. (2017). Social media engagement: What motivates user participation and consumption on YouTube? Computers in human behavior, 66, 236-247.
Knight, E., et al. (2015). "Information seeking in social media: a review of YouTube for sedentary behavior content." 4(1).
Krikelas, J. (1983). Information-seeking behavior: Patterns and concepts. Drexel library quarterly, 19(2), 5-20.
Kuhlthau, C. C. (1991). Inside the search process: Information seeking from the user’s perspective. JASIST, 42(5), 631-371.
Lancaster, F.W. (1995). Needs, demands and motivations in the use ofsources of information. Journal of Information, Communicaton, andLibrary, 1(3), 3-19
Marchionini, G. (1989). Information-seeking strategies of novices using a full-text electronic ncyclopedia. Journal of the American Society for Information Science, 40(1), 54.
Petrova, E., Gross, N., & Insights, G. (2017). Four reasons people watch gaming content on YouTube. Think with Google.
Pettigrew, K. E., Fidel, R., & Bruce, H. (2001). Conceptual frameworks in information behavior. Annual review of information science and technology (ARIST), 35(43-78).
Prensky, M. (2001). Fun, play and games: What makes games engaging. Digital game-based learning, 5(1), 5-31.
Spink, A., & Cole, C. (2006). Human information behavior: Integrating diverse approaches and information use. Journal of the American Society for information Science and Technology, 57(1), 25-35.
Stebbins, R. A. (2001). Serious leisure. Society, 38(4), 53-57.
Tanwar, A. S., Chaudhry, H., & Srivastava, M. K. (2022). Trends in Influencer Marketing: A Review and Bibliometric Analysis. Journal of Interactive Advertising, 22(1), 1-27.
Tapscott, D. (2008). Grown up digital (p. 384). Boston: McGraw-Hill Education.
Taylor, P., & Keeter, S. (2010). Millennials: Confident. Connected. Open to change. Pew Research Center.
Taylor, R. S. (1968). Question-negotiation and Information Seeking in Libraries. College and Research Libraries, 29(3), 178-194.
Towner, T., & Lego Munoz, C. (2016). Boomers versus millennials: Online media influence on media performance and candidate evaluations. Social Sciences, 5(4), 56.
Uricchio, W. (2009). The future of a medium once known as television. The YouTube Reader, 24-39.
Wilson, T.D. （2000) “Human information behavior.” Informing Science, 3 (2), pp.49-56.
Wilson, T.D.（1999）. Models in information behavior research. Journal of Documentation, 55(3), 257.
Wilson.T.D (1981).On User Studies and Information Needs，Journal of Documentation 37，5