使命感的概念及其對個人的巨大影響力已經有幾個世紀 (Hardy, 1990)，之所以越來越被大家所重視是因為它可以成為找尋工作的方向之一 (Wrzesniewski, McCauley, Rozin, & Schwartz, 1997)。過去對於使命感都是從一般社會型職業切入，探討個體與個體心理結構和職業發展結構之間的關係。然而，活出使命對於工作契合度的影響，尚未被完整探討。本研究將從社群媒體做為研究背景，探討具有使命的的意見領袖，在活出使命的歷程中，是否會對於其工作更契合，進而影響到追隨者的態度與行為。此外，虛榮是否對意見領袖可信度與意見領袖網路口碑之間具有調節效果，也是本研究欲釐清的概念。
研究對象為台灣地區的「YouTuber 創作者」，視為本研究中的意見領袖，及其追隨者，共計收集有效意見領袖問卷31份、追隨者問卷316份。經研究分析後發現：1. 活出使命與個人─工作配適度之間有正向關聯。2. 個人─工作配適度與可信度之間有正向關聯。3. 可信度與意見領袖網路口碑之間有正向關聯。4. 虛榮在來源可信度與與意見領袖網路口碑之間有顯著的調節效果。最後提出本研究的理論與實務之意涵，並對未來研究方向提出建議。

The concept of calling and its immense influence on individuals has been for several centuries(Hardy, 1990), and is being valued more and more because it can be one of the directions for finding work(Wrzesniewski, McCauley, Rozin, & Schwartz, 1997). In the past, the sense of calling is to discuss the relationship between individual and individual's psychological structure and career development structure from the general social type career. However, the influence of living a calling on Person-Job fit has not been fully explored. This study will be based on the social media as a research background, to explore the calling of the opinion leader, in the process of living a calling, whether it will be more fit for their job, and then affect the attitude and behavior of followers. In addition, vanity has a moderating effect on the credibility of opinion leaders and the electronic word-of-mouth of opinion leaders, which is also a concept to be clarified in this study.
The research object is the "youtuber creator" of Taiwan region, as the opinion leader in this study, and its followers, total collected effective opinion leader questionnaire 31, followers questionnaire 316. After research and analysis, it was found that: First, there is a positive correlation between the living a calling and the individual-P-J fit. Second, there is a positive correlation between the P-J fit and the credibility of the individual. Third, there is a positive correlation between credibility and opinion leader electronic word-of-mouth. Fourth, vanity has a significant moderating effect between source credibility and opinion leader electronic word-of-mouth. Finally, the paper puts forward the implication of the theory and practice of this study, and puts forward some suggestions on the future research direction.

目錄
誌　　謝 i
中文摘要 ii
Abstract iii
圖目錄 v
表目錄 vi
第一章 緒論 1
第一節 研究背景與研究動機 1
第二節 研究問題與目的 4
第二章 文獻探討與假設推論 5
第一節 社群媒體 5
第二節 活出使命 9
第三節 個人─工作配適度 16
第四節 可信度 20
第五節 意見領袖網路口碑 24
第六節 虛榮 27
第七節 研究假設之推論 31
第三章 研究方法 41
第一節 研究架構 41
第二節 研究樣本 42
第三節 變數操作性定義與衡量方式 47
第四節 區別效度檢定 52
第五節 資料分析工具及方法 54
第四章 研究結果 57
第一節 相關分析 57
第二節 假設的檢驗 59
第五章 研究結論與建議 69
第一節 研究結果 69
第二節 理論貢獻與實務意涵 72
第三節 研究限制與未來研究建議 77
參考文獻 81
附錄一：意見領袖問卷 93
附錄二：追隨者問卷 96

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