作為最多在線視頻源，YouTube非常受歡迎，很多人試圖創建娛樂視頻。這種現象的發生是因為YouTube試圖鼓勵用戶在其上創建視頻。 YouTube公司提供像視頻編輯器，免費音樂，甚至在某些城市的工作室等設施，以及給予用戶的獎勵，獲得一定的訂閱者。由於YouTube上有許多視頻製作者，品牌開始通過YouTube用戶視頻進行宣傳。
這項研究研究了YouTube的營銷對用戶或用戶生成的內容對消費者行為產生的影響。此外，在審查了一些以前的研究後，確定了因素。因素分為兩個，第一，用戶生成的內容和下一個是消費者行為。對於用戶生成的內容，專業知識，可信賴性，信息豐富性和內容價值被測量以找到與消費者預期行為因素的關係，其是購買意圖和分享意願。
結果表明，專業知識，可信度和信息豐富性影響購買意向，內容價值不影響購買意向。同時，可信度受專業知識，可信度，信息豐富性和內容價值的影響。然而，只有專門知識和信息豐富性影響購買意願或意願分享顯著。

As the most online video source, YouTube is very popular and a lot of people trying to create entertain video on. This phenomenon happened because YouTube try to encourage the user to create video on it. YouTube company gives facilities like video editor, free music, even studio in certain cities, and also, the reward given for user that get certain subscriber. With a lot of video creator on YouTube, brands start promoting through YouTube user videos.
This research studied about the impact of marketing from YouTube that generated by users or user-generated content on consumer behavior. Moreover, after reviewed some previous research, factors were identified. Factors were divided into two, first, the user-generated content and the next one is consumer behavior. For user-generated content, expertise, trustworthiness, information richness and content valence was measured to find the relation with consumer intended behavior factors which are purchase intention and willingness to share.
The result shows that expertise, trustworthiness and information richness affect purchase intention, but content valence does not affect purchase intention. Meanwhile, trustworthiness is affected by expertise, trustworthiness, information richness and content valence. However, only expertise and information richness affect either purchase intention or willingness to share significantly.

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