現今，科學和技術進步以多種方式影響了全球經濟成長，包括溝通等行為的改變。人類現在能夠以比以往更多的方式傳遞訊息。 訊息以更快、更多樣化的方式共享，這促使了社交媒體的發展。 關於人們為什麼以及如何利用各種社交媒體與他人互動和利用資訊，還有很多東西需要了解。以印尼消費者為研究對象，我們採用多元迴歸分析法對數據進行分析，本研究所關注的社交媒體是 YouTube。研究的目的在更了解影響 YouTube 頻道訂閱的因素。 根據來自 302 名受訪者的調查數據，本研究發現內容和準社會互動是影響用戶動機的兩個因素。

Nowadays, advances in science and technology have influenced global economic growth in a variety of ways, including changes in behaviors such as communication. Humans are now able to transmit information in more ways than ever before. Information is shared in a faster and more diverse way which has led to the development of social media. There is still a lot to learn regarding why and how people utilize various social media to engage with each other and utilize information. We use Indonesian consumers as the research subjects and analyze the data using a multiple regression analysis. Social media which we focused on in this study is YouTube. The purpose of the study is to learn more about factors that influence YouTube channel subscription. The study found that content and para-social interactions are two factors that are related to user motivation, based on the survey data from 302 respondents.

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