網路科技發達的今日，線上產生許多各式各樣的YouTuber，藉由拍攝影片抒發個人創意與自我風格，同時，也造就大眾得以觀看與追蹤的自媒體。面對廣大的觀眾，所有YouTuber最為關心的事情不外乎是觀眾人數的增加，以及打造優質的口碑，據此，本研究以目前最為流行的影音平台YouTube為研究場域。選取網路聲量最佳前20名的頻道，以問卷調查法的方式蒐集其觀眾之樣本，探討觀眾在閱聽時所產生的心流經驗、心理契約違反與網路負面口碑之關聯性。採用敘述統計、信度分析、相關分析與迴歸分析等各項統計技術呈現觀眾在使用YouTube頻道的想法與態度，以此作為研究結果的產出方法。研究結果發現：心流經驗對於網路負面口碑會有負向顯著的影響，心流經驗對於心理契約違反會有負向顯著的影響，以及心理契約違反對於網路負面口碑會有正向顯著影響，值得一提的是，心理契約違反在主要關係之間具有中介效果。結論與建議提出研究假設的檢驗結果，並以實務管理措施給予YouTuber策略之參考依據。
Today, with the development of Internet technology, there are many YouTubers on the Internet. By shooting a video, you can express your creativity and self-style. At the same time, it creates a self-media for the public to watch and track. In the face of a large audience, YouTuber's biggest concern is the increase in the number of viewers and the creation of high-quality word of mouth. Based on this, this study uses YouTube, the most popular audio and video platform, as a research area. Select the top 20 channels with the best online voice and collect a sample of their audience through a survey. Explore the relationship between audience experience, violations of psychological contract and negative Internet reputation during the reading process. The study find that the flow experience will have a negative impact on the negative reputation of the Internet. The flow experience will have a negative and significant impact on violations of psychological contract, which will have a positive and significant impact on the negative reputation of the Internet. It is worth mentioning that violations of psychological contract have an intermediary effect between the main relationships. Conclusions and recommendations present test results for research hypotheses and use actual management measures to refer to the YouTuber strategy.
