隨著網路的普及，越來越多網路使用者追隨透過網路而興起的意見領袖，又可稱作網路紅人，此現象帶動了網紅行銷與網紅經濟的熱潮，但是隨著網紅的飽和度提高以及網路平台的演算法趨於複雜，稀釋了網紅可獲得的分潤，因此許多網紅紛紛開始創立自有品牌增加收入來源，在這股趨勢下有些網紅成功打造受消費者喜愛的品牌，而有些卻以失敗收場，因此，為了了解當中的成功因素，本研究旨在探討網紅特質對網紅自創品牌消費者行為意向之影響，以YouTuber自創品牌為例，並且由網紅專業性、網紅可靠性、網紅吸引力以及網紅熟悉度切入，設計知覺價值為中介變數，探討以上因素對於消費者行為意向之影響。本研究首先採取質性訪談，透過訪談內容去了解並分析關鍵的影響變數，由這些變數作為量性問卷研究的基礎，在量性研究的階段總共蒐集了387份有效樣本，並使用統計軟體 SPSS 28.0 進行實證分析，研究結果顯示網紅專業性、網紅可靠性、網紅吸引力以及網紅熟悉度都對消費者行為意向有正向顯著的影響，其中網紅專業性、網紅可靠性以及網紅熟悉度的影響更為顯著，另外知覺價值也會正向影響消費者行為意向，並且讓網紅特質透過知覺價值的中介效果正向影響消費者行為意向。本研究結果可以提供給現在或未來欲打造自有品牌的YouTuber作為參考，在創立品牌以及進行品牌行銷時，可以利用此研究所提出的四項網紅特質，進而影響消費者的知覺價值以及其行為意向，提升品牌的業績與產品的競爭力。

With the widespread adoption of the internet, an increasing number of users are following online opinion leaders, commonly known as influencers. However, as market saturation increases and platform algorithms evolve, influencers face declining revenue shares, prompting many to establish personal brands. While some achieve success, others do not, necessitating an exploration of key success factors. This study investigates the effects of influencer characteristics—expertise, trustworthiness, attractiveness, and familiarity—on consumer behavioral intentions toward YouTuber-owned brands, with perceived value serving as a mediating variable. Using a mixed-methods approach, qualitative interviews identified critical variables, which informed a quantitative survey of 387 valid samples analyzed via SPSS 28.0. The findings reveal that all four influencer characteristics significantly and positively impact consumer behavioral intentions, with expertise, trustworthiness, and familiarity demonstrating stronger effects. Perceived value further mediates and enhances these relationships. This research provides actionable insights for YouTubers seeking to establish successful brands, emphasizing the strategic importance of leveraging influencer characteristics to enhance perceived value, consumer engagement, and brand competitiveness.

論文審定書i
誌 謝ii
摘 要iii
ABSTRACTiv
第一章 緒論 1
第一節研究背景與研究動機1
第二節研究目的3
第三節研究流程4
第二章 文獻探討5
第一節行銷管理5
第二節消費者行為8
第三節網紅行銷13
第四節品牌與產品16
第三章 研究方法20
第一節研究方法的選擇20
第二節資料蒐集方法24
第三節質性訪談程序26
第四節量化研究程序27
第四章 質性個案研究分析28
第一節研究假設推導28
第二節研究架構與研究假設35
第三節研究變數之衡量問向36
第五章 量化研究結果41
第一節樣本結構分析41
第二節敘述性統計分析43
第三節變數衡量的信效度分析48
第四節迴歸分析與假設驗證53
第六章 結論與建議56
第一節研究結論56
第二節研究貢獻58
第三節研究限制與建議60
參考文獻61
附錄一 訪談大綱67
附錄二 正式問卷69

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