進入行動生活的世代，智慧型動裝置應用發展趨向多元化，消費者的生活行為逐漸依賴在行動裝置上進行。透過無數的行動裝置連結將可創造出可觀的連結經濟，而影音內容服務為傳播威力強大的媒體，其中YouTube為目前台灣人最常使用的影音分享平台，同時也是行動使用者主要的使用服務之一，可知行動應用服務蘊含著龐大的商機潛力。
本研究欲從行動裝置使用者採用YouTube的研究來了解使用者的行為動機，本研究架構採用David C.( 2011)的研究模型(理論基礎為Fishbein & Ajzen,1975;1980-TRA理論)，以娛樂性、有用性、社會影響、零碎時間應用、內容吸引性與社交性等因素為研究變數。經由研究發現社會環境所產生的直接、間接影響為重要影響行動裝置使用者採用YouTube影音社群平台的主要因素。另外在行動裝置使用者的使用動機因素中，零碎時間應用對行動裝置者的影響大於內容吸引性，內容原為影音分享平台提供服務的核心，但本研究發現對於行動裝置使用者而言使用情境規劃更為重要。因此本研究建議未來行動服務的建置與行銷，除提供服務內容外，需多注意使用情境的規劃並加強於其他社群平台的連結。

In the mobile generation, the developing of mobile applications are more diversified in smart mobile device domain, life behavior of consumer depend on mobile device today. By connecting each mobile device, it will create enormous economic. Video is a kind of powerful media，YouTube is the most popular social media website in Taiwan and one of the mobile information service which people use frequently, we can know there will be many business opportunities for mobile service in the future.
Researched by the intention of mobile user to use YouTube social media website to know the behavior of mobile user. This study fallow the model of David C. (2011) depends on Theory of Reasoned Action and use usefulness, playfulness, social influence, content, time use context, sociability as variables of this study. This reach shows social influence is the important factor to using intension. Moreover, time use context is more powerful influence than content to motivation of playfulness. On the other hand, the time use context is more important than content to mobile user, As the result of this reach, we suggest the owner who provide mobile services care more about the using context and cooperate with different social networking site.

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