本研究以使用與滿足探討不同動機及感官刺激尋求特質的閱聽眾在觀看吃播頻道後對於滿足感及持續觀看意圖的影響，採用線上問卷調查法，共回收431份有效樣本。結果顯示閱聽眾不同程度的感官刺激尋求特性會影響不同層面的觀看動機；另外觀看的動機也會受不 同滿足感而有持續觀看的意圖。透過探討閱聽眾對於吃播影音的觀看動機，希望能對台灣的吃播頻道有更清楚的瞭解。  

Based on the theory of Uses and Gratification, this study explores the effects of audiences with different motivational needs and the personality trait of sensation seeking on gratifications and continued viewing intentions after watching these channels. The study method adopted the online questionnaire survey to collect data, and 431 subjects completed the questionnaire. The results showed that audiences with different levels of sensation seeking trait affected the viewing motivational needs of different levels. Besides, the motivational needs of viewing will also achieved the intention of continuous viewing because of different gratifications. By exploring the audience's viewing motivations for food broadcasting, this study hope that the findings can let audiences get more aspects on these new type channels in Taiwan.