Based on the Stimulus-Organism-Response Theory and Uses and Gratifications Theory and through internal and external factors, this study probes into the antecedent and outcome variables of online video platform users’ evaluation and intention. The subjects were online video platform users who have used YouTube. A total of 1753 valid samples were obtained, and the model was tested by structural equation modeling. According to research findings, (1) this study conducted cluster analysis to classify users into “Video Fanaticism”, “Video Cruiser” and “Internet Nerd” by customer socialization, control and customer collaboration. (2) There are significant differences of the relationship model of motivation and appraisal for different types of online video platform users by multiple group analysis.(3) Both affective appraisal and cognitive appraisal are the driving forces of intention. (4) Some motivation must rely on the moderating effects of appraisal in order to influence use intention of the same type of online video platform users.
