過去的代言活動大多是以名人、演藝明星為主，但近年來各大社群媒體的興起造就了許多非傳統形式曝光的網路紅人，簡稱為網紅。網紅數量大幅提升，網紅的高活躍程度也吸引了龐大的粉絲群，進而帶來流量和商機。因此網紅行銷成為現今企業挑選行銷管道的熱門選項之一，甚至連屬於高度管制的金融業者，也開始採用網紅作為推廣品牌的代言人，行動支付代言則是其中良好的行銷案例。故為了深入探討網紅對於代言行動支付的影響，本研究想要了解針對此種產品，網紅的哪些特質會影響到消費者的行為意圖；更聚焦來說，本研究將針對網紅的專業度、可靠度、熟悉度三個特質，探討是否提升行為意圖。對行動支付產品而言，消費者更應注重使用的品質，因此本研究也以知覺品質作為網紅專業度、可靠度、熟悉度影響行為意圖的中介變數。首先會用質性訪談的形式與使用行動支付的消費者進行討論，初步了解消費者的看法；接著再發放線上問卷以搜集大量資料，並用統計軟體SPSS 28.0進行分析，以統計意涵來驗證假設的成立與否。研究結果發現消費者會因為網紅的專業度和可靠程度去決定是否認同其代言產品的使用品質，而影響行為意圖，但對於行動支付，消費者不會因為網紅的熟悉度，去認同其代言產品的知覺品質，網紅的熟悉度也無法直接影響消費者的行為意圖。

In the past, endorsements primarily featured celebrities and entertainment stars. However, the rise of social media has introduced influencers, or "internet celebrities," who gain exposure through non-traditional means. With the growing number of influencers and their high activity levels, they have attracted large followings, creating significant traffic and business opportunities. As a result, influencer marketing has become a popular choice for businesses. Even the highly regulated financial industry has started using influencers as brand ambassadors, with mobile payment endorsements being a prominent example. This study explores the impact of influencers on promoting mobile payment products, focusing on how their characteristics—expertise, trustworthiness, and familiarity—affect consumers’ behavioral intentions. Since consumers prioritize product quality in mobile payment services, perceived quality is introduced as a mediating variable to examine the relationship between influencer traits and behavioral intentions. The research begins with qualitative interviews to gain preliminary insights from mobile payment users, followed by an online survey to collect data for statistical analysis using SPSS 28.0. Findings reveal that influencers’ expertise and trustworthiness positively influence consumers’ recognition of an endorsed product’s perceived quality, which in turn impacts behavioral intentions. However, familiarity does not significantly affect perceived quality or directly influence behavioral intentions in the context of mobile payment products.

論文審定書 i
誌謝 ii
中文摘要 iii
Abstract iv
第一章 緒論 1
第一節 研究動機 1
第二節 研究目的 3
第三節 執行流程 4
第二章 文獻探討 5
第一節 科技管理 5
第二節 金融科技 9
第三節 行銷管理 12
第三章 研究方法 20
第一節 研究方法選擇 20
第二節 資料搜集方法 23
第三節 質性訪談 25
第四節 量化研究 27
第四章 質性資料分析結果與討論 28
第一節 訪談結果 28
第二節 研究架構和研究假設 35
第三節 研究工具 36
第五章 研究量化統計結果 41
第一節 樣本結構分析 41
第二節 敘述性統計分析 44
第三節 相關係數分析 48
第四節 信度分析和因素分析 49
第五節 迴歸分析 58
第六章 結論 62
第一節 研究結果 62
第二節 理論與實務上的貢獻 64
第三節 研究限制與未來建議 65
參考文獻 66
附錄一 訪談提綱 71
附錄二 問卷 72

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