消費主流逐漸年輕化，早期電子商務是藉由品牌信賴，消費者倚賴信任感而願意在此平台消費，但現在操作手法更加注重於社群連結，也就是，網紅以自身使用體驗，創造出使用情境，引起消費者爭相模仿。而為了跟上年輕人日新月異的思想，網紅行銷隨著各個崛起的平台因應而生。消費者追隨網紅，起初會因為網紅自身的特質、魅力、形象及談吐，隨著追隨時間越長而成為信任，進而轉化成訂單。
　　因此本研究以刺激-有機體-反應(Stimulus-Organism-Response：S-O-R)理論為概念，目的在於結合購買意圖為導向，用以瞭解消費者透過社群媒體追蹤網紅行為的影響因素，採用線上問卷形式進行樣本收集，共回收378份有效問卷，通過統計分析之檢驗，證明本研究所使用之模型與構面設計均有足夠信效度。研究結果顯示，S-O-R模型可以解釋消費者透過網紅行銷手段的四種目標導向刺激因子(Stimulus)為行為模式變項(擬社會互動、個人形象、資訊豐富、專業性)；對於消費者心理的有機(organism)狀態(網紅依戀、信任)具顯著正向影響；並經由反應(response)購物意圖產生正向影響。最後，根據研究結果提出透過社群媒體，網路紅人對於消費者之行為影響，以及對未來社群行銷的研究方向，期盼對未來相關領域研究能有所幫助。

　Consumers are keen on rejuvenation. Early e-commerce was made up of brand consumers. Consumers relied on a sense of dependence to consume on this platform, but now they can use community links, or make Internet celebrities use their own experience to create usage scenarios. Compete with consumers for long-distance races. In order to get on the news with each passing day, thought marketing was born in response to the rise of famous people. Consumer Internet celebrities, because of their own greatness, charm, image and conversation, will become a reality and become a reality as the time elapses.
　Therefore, this research is based on the concept of Stimulus-Organism-Response (SOR) theory. The purpose is to combine purchase intention as the guide to understand the factors that influence consumers to track influencers' behavior through social media. Online questionnaires are used. A total of 378 valid questionnaires were collected in the form of sample collection, and the statistical analysis test proved that the model and the structure design used in this study have sufficient reliability and validity. The research results show that the SOR model can explain the four goal-oriented stimulus factors (Stimulus) used by consumers through online celebrity marketing as behavioral model variables (quasi-social interaction, personal image, information richness, and professionalism); for consumer psychology The organic state (Internet celebrity attachment, trust) has a significant positive effect; and it has a positive effect through response to shopping intentions. Finally, according to the research results, it is proposed that through social media, the influence of Internet celebrities on consumer behavior, as well as the future research direction of social marketing, I hope that it will be helpful for future research in related fields.

論文審定書 i
摘要 ii
Abstract iii
目錄 iv
圖次 vi
表次 vii
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 1
第三節 研究問題與目的 2
第四節 研究方法與流程 2
第二章 文獻探討 4
第一節 網路紅人 4
第二節 網紅行銷 4
第三節 S-O-R理論 5
第四節 衝動性購買 8
第三章 研究方法 10
第一節 研究模型 10
第二節 研究假說 10
第三節 操作型定義 14
第四節 研究設計 15
第四章 資料分析 21
第一節 樣本基本資料分析 21
第二節 衡量模型 23
第三節 結構模型及假說驗證 33
第五章 結論與建議 36
第一節 研究結果與建議 36
第二節 理論與實務意涵 38
第三節 研究限制與未來研究方向 40
參考文獻 41
附錄：本研究正式問卷 48

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