科技與網路發展日益進步，人們的生活習慣也隨之改變，近年來社群媒體及網紅如雨後春筍般冒出，導致之後的網紅經濟與宅經濟的發生，皆顯示出電子商務下商業模式的改變。本研究目的旨在調查社群媒體使用者對於自己所關注之網紅分享之資訊是否會引發購買意願，而該意願之動機是因網紅之個人特質或產品品牌形象，及其意願是否會因他人而受到干擾。經線上表單發放問卷，共收回336份有效之問卷，經實證結果發現：(1)網紅個人特質中的專業性及產品品牌形象的經驗性對購買意願不具影響力，其餘之構念皆會影響購買意願；(2)加入參考群體後發現功利型、價值表現型會使網紅的專業性對購買意願產生影響及價值表現型會使產品之象徵性對購買意願產生影響。而本研究之結果可供網紅及電子商務零售業者發展之參考。

With the development of science and technology and network, people's living habits have also changed. In recent years, social media and influencer have sprung up like bamboo shoots after a spring rain, resulting in the occurrence of influencer economy and stay at home economic, which show the change of business model under e-commerce. The purpose of this study was to investigate whether the information shared by social media users about the influencer they are concerned about causes purchase intentions, which is motivated by the personal characteristics of influencer or whether product brand image, and its willingness are interfered with by others. A total of 336 valid questionnaires were collected through online form. The empirical results show that: (1) the professionalism of influencer's of personal characteristics and the experience of product brand image have no influence on purchase intentions, and the rest of the construction will affect purchase intentions; (2) after joining reference groups, it is found that utilitarian influence and value-expressive influence will make the professionalism of influencer have an impact on purchase intentions and value-expressive influence will make the symbolism of products have an impact on purchase intentions. The results of this study can be used as a reference for the development of influencer and e-commerce companies.

第一章、緒論 1
第一節、研究背景及動機 1
第二節、研究目的 3
第二章、文獻回顧 5
第一節：網路紅人 5
第二節、可信度 8
第三節、外表吸引力 11
第四節、品牌形象 14
第五節、參考群體 18
第六節、購買意願 21
第三章、研究方法與設計 25
第一節、研究模型 25
第二節、研究假說發展 27
第三節、問卷設計 31
第四章、研究結果與分析 37
第一節、基本資料分析 37
第二節、信度與效度分析 44
第三節、檢驗假說與結果討論 49
第五章、結論與建議 59
第一節、研究結果 59
第二節、研究貢獻 61
第三節、研究限制 63
第四節、未來研究方向與建議 63
參考文獻 65
附錄 73

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