iPhone與iPad開創了科技產品的新世代，其創造了一個新的軟體應用程式市場。軟體商店App Store提供一個較佳的銷售環境，使開發者能更加致力於軟體的創新開發上。有見於網路使用者接受資訊的形式，逐漸由文字、圖片轉變為影音上。Youtube影音分享平台提供免費的網路服務，亦漸漸成為App開發者最佳的行銷利器。
本研究主要於探索Youtube影片對遊戲行動應用程式排名的相關影響，以瞭解在行動應用程式這新興市場，在Youtube影音分享網站有哪些行銷的利基，供軟體開發者參考建議。研究結果發現，超過25%的使用者利用行動裝置觀看App相關影片，行動裝置已成為主要的觀看來源。其次，若能經營影片搜尋結果與嵌入影片於流量排名高的App推薦網站，對於遊戲App會擁有較高的Youtube影片觀看次數與遊戲App排名。影片搜尋帶來主動性高的消費者，影片嵌入則迅速將App資訊傳遞給消費者。素人/遊戲玩家製作的影片尤如在網路影音平台上的口碑行銷，好友們彼此分享遊戲App資訊與心得。當素人上傳影片數與觀看數量越多，遊戲App的排名也會越高，其中以 「遊戲介紹」與「遊戲攻略」的影片內容類型擁有較高的觀看次數。而在影片內容的製作上，Kuso的App影片能將影片帶入社群網站的傳播之中，帶來更多的觀看人潮。

This thesis address the study of the recently popular Apple iOS platform, and its online application marketplace, called the “App Store”. The thesis examines the relation in Youtube videos and raking of the Apps.
According to the research result, over 25% people use mobile device to watch the Apps videos. If marketer can manage the result of the searching and embedded the video in high traffic website, it can get more higher Apps ranking and Youtube video views. In addition, people/App player upload the video and share it with friends. It is just like the word and mouth marketing. Whenever people upload a lot of videos and get more video views, it can get higher App ranking. Furthermore, the video type is belonged to game trailer and walkthrough will has more views. In the other hand, the KUSO video will spread quickly in social network website and it brings more video views and Apps downloads potentially.

論文審定書致謝 I
致謝 II
中文摘要 III
英文摘要 IV
第一節 研究背景 1
第二節 研究動機 2
第三節 問題描述 6
第二章 文獻探討 7
第一節 行動應用程式 7
第二節 影音分享網站 14
第三章 研究方法 18
第一節 探索性研究 18
第二節 研究方法 19
第三節 資料蒐集 19
第四節 研究流程 26
第四章 資料分析 27
第一節 APP相關影片分類 27
第二節 APP相關影片之現象分析 40
第三節 YOUTUBE影片與行動應用程式排名之影響 50
第四節 官方與非官方YOUTUBE影片影響 59
第五章 結論與建議 68
第一節 研究結果與討論 68
第二節 研究限制 71
第三節 研究建議 71
參考文獻 73
附錄 76

英文部份：
1. Cheng, X., Dale, C., & Liu, J., 2007. Understanding the characteristics of Internet short video sharing: YouTube as a case study, http://arxiv.org/pdf/0707.3670.pdf
2. Churchill, Jr. and Gilbert A., 1995, Marketing Research: Methodological Foundations, 6th Ed., Fort Worth: Dryden Press.
3. Cooper, Donald R. & C. William Emory, 1995, Business Research Methods, 5thed., Singapore: Richard D. Irwin.
4. Cooper, Donald R. dan Schindler, Pamela S., 2008, "Business Research Methods", McGraw Hill International Edition, New York, USA.
5. M. Cha, H. Kwak, P. Rodriguez, Y.-Y. Ahn, and S. Moon., 2007, I tube, you tube, everybody tubes: analyzing the world’s largest user generated content video system. In ACM SIGCOMM IMC.
6. Mason, Jennifer, 1996, Qualitative Researching. London: Sage Publication.
7. Patton, MQ , 2002, Qualitative Research and Evaluation Methods, 3rd Edition, Sage Publications, Thousand Oaks.
8. Richman, D., 2007, Social search comes of age. Information outlook. http://goliath.ecnext.com/coms2/gi_0199-6935170/Social-search-comes-of-age.html
9. Sharon A. Angleman, 2000, "Uses and Gratifications and Internet Profiles: A Factor Analysis."

網路部份：
1. Android: momentum, Mobile and more at Google I/O, Google, http://googleblog.blogspot.com/2011/05/android-momentum-mobile-and-more-at.html
2. App Annie raises Series A investment from IDG Capital Partners, App Annie, http://www.appannie.com/blog/appannie-raises-series-a-investment/
3. Apple Reports First Quarter Results, Apple, http://www.apple.com/pr/library/2009/01/21Apple-Reports-First-Quarter-Results.html
4. Apple Sells Three Million iPads in 80 Days, Apple, http://www.apple.com/pr/library/2010/06/22Apple-Sells-Three-Million-iPads-in-80-Days.html
5. Apple’s App Store Downloads Top 15 Billion, Apple, http://www.apple.com/pr/library/2011/07/07Apples-App-Store-Downloads-Top-15-Billion.html
6. Application Price Distribution, 148Apps.biz, http://148apps.biz/app-store-metrics/?mpage=appprice
7. Cisco Visual Networking Index: Usage Study, Cisco, http://www.cisco.com/en/US/solutions/collateral/ns341/ns525/ns537/ns705/Cisco_VNI_Usage_WP.html
8. comScore Releases May 2010 U.S. Online Video Rankings: YouTube streams All-time High of 14.6 Billion Videos Viewed, comScore, http://www.comscore.com/Press_Events/Press_Releases/2010/6/comScore_Releases_May_2010_U.S._Online_Video_Rankings
9. Definition of App Store, Encyclopedia, http://encyclopedia2.thefreedictionary.com/App+Store
10. Discovery Report, Youtube, http://www.google.com/support/youtube/bin/answer.py?hlrm=zh-Hant&answer=1259075
11. Egham, Gartner Says Consumers Will Spend $6.2 Billion in Mobile Application Stores in 2010, Gartner, http://www.gartner.com/it/page.jsp?id=1282413
12. Mobile Application, Mobile Marketing Association（MMA）, http://www.mmaglobal.com/mobileapplications.pdf
13. Mobile Application, Wiki, http://en.wikipedia.org/wiki/Mobile_application_development
14. mobilemix June 2011, millennialmedia, http://www.millennialmedia.com/wp-content/images/mobilemix/MM-MobileMix-June2011.pdf
15. Smaato and App Annie join forces to offer iPhone Analytics, App Annie, http://www.appannie.com/blog/smaato-and-app-annie-join-forces/
16. The State of Mobile Apps, nielsenwire, http://blog.nielsen.com/nielsenwire/online_mobile/the-state-of-mobile-apps/
17. Windsor Holden, A World of Apps, Juniper Research, http://www.juniperresearch.com/shop/products/whitepaper/pdf/MAS10_White%20Paper.pdf
18. YouTube.com site info, Alexa, http://www.alexa.com/siteinfo/youtube.com
19. YouTube: 50% More Traffic than Other Video Sites Combined, hitwise, http://weblogs.hitwise.com/leeann-prescott/2007/06/youtube_50_more_traffic_than_o_1.html