隨著YouTuber的崛起以及後續演算法的不斷調整，許多YouTuber紛紛尋求成立自創品牌以即時將「流量變現」。因此，YouTuber自創品牌延伸要如何吸引消費者購買，成為可深入探討的議題。本研究採用類實驗法，探討消費者之感知認同感、感知真實性以及品牌依戀，如何影響對其自創品牌的利益適配度與延伸產品態度，進而影響消費者對YouTuber的反饋，以及對延伸品牌的購買意願。本研究同時調查YouTuber參與之影響，實驗情境分為生產形式原廠委托設計（ODM）及自有品牌生產（OBM）兩組生產情境作為調節變數，ODM情境招募232位受試者，OBM情境招募203位受試者，調查YouTuber參與對感知認同感、感知真實性及品牌依戀的調節效果。
本研究發現，消費者對YouTuber的感知真實性對延伸產品態度、品牌依戀對利益適配度、利益適配度對延伸產品態度、利益適配度及延伸產品態度對母品牌反饋與購買意願皆能夠產生正向影響。此外，在利益適配度方面，OBM相較ODM，對購買意願與母品牌反饋有更正向影響。在延伸產品態度方面，ODM相較OBM，對購買意願與母品牌反饋有更正向的影響。本研究將社會認同理論拓展至品牌延伸領域，並填補目前仍為少數的YouTuber延伸品牌相關學術研究。此外，本研究創新建立生產情境對品牌延伸的影響，並提供實務建議給欲營運自創品牌的YouTuber，以提升整體行銷效果。

With the rise of YouTubers and continuous adjustments in algorithms, many YouTubers are seeking to establish their own brands to immediately "monetize their traffic." Therefore, how YouTuber-owned brands attract consumer purchases has become a topic worth exploring. This study employs a quasi-experimental design to investigate how consumer perceived identification, perceived authenticity, and brand attachment influence the fit of brand benefits and attitudes towards extended products, which in turn affects consumer feedback towards the YouTuber and their willingness to purchase extended brands. The study also examines the impact of YouTuber involvement. The experimental scenarios are divided into Original Design Manufacturer (ODM) and Original Brand Manufacturer (OBM) production settings as moderating variables. The ODM scenario recruited 232 participants, while the OBM scenario recruited 203 participants, to investigate the moderating effects of YouTuber involvement on perceived identification, perceived authenticity, and brand attachment.
The study found that consumers' perceived authenticity of YouTubers positively influences their attitudes towards extended products, brand attachment positively influences the fit of brand benefits, and the fit of brand benefits positively influences attitudes towards extended products. Additionally, the fit of brand benefits and attitudes towards extended products positively influence feedback on the parent brand and purchase intention. Furthermore, in terms of benefit fit, OBM has a more positive impact on purchase intention and parent brand feedback compared to ODM. Conversely, in terms of extended product attitudes, ODM has a more positive impact on purchase intention and parent brand feedback compared to OBM. This study extends social identity theory to the field of brand extension and fills the gap in the relatively few academic studies on YouTuber brand extensions. Additionally, it innovatively establishes the impact of production settings on brand extensions and provides practical recommendations for YouTubers seeking to operate their own brands to enhance overall marketing effectiveness.

論文審定書 i
致謝 ii
摘要 iii
Abstract iv
目錄 v
圖目錄 vii
表目錄 viii

第壹章 緒論1
第一節 研究背景1
第二節 研究動機2
第三節 研究目的5
第四節 研究貢獻6
第貳章 文獻探討7
第一節 市場概況7
第二節 品牌延伸11
一、定義11
二、效用12
三、品牌延伸成功原因12
四、母品牌反饋15
五、利益適配度16
六、延伸產品態度17
第三節 社會認同理論18
一、定義18
二、社會認同理論相關研究18
三、感知認同感19
四、感知真實性21
五、品牌依戀24
第四節 YOUTUBER參與26
第參章 研究方法30
第一節 研究架構30
第二節 YOUTUBER選擇30
第三節 變數衡量31
第四節 前測35
第五節 研究設計36
第六節 研究程序36
第肆章 實驗內容38
第一節 前測焦點團體38
一、訪談樣本與流程38
二、焦點團體討論結果38
第二節 前測問卷39
第三節 正式實驗結果分析42
一、描述性統計42
二、信效度分析44
三、區別效度檢驗47
四、路徑分析48
五、YouTuber參與調節效果檢驗53
六、假說檢定63
第伍章 研究討論66
第一節 社會認同對利益適配度及延伸產品態度的影響66
第二節 利益適配度對延伸產品態度的影響69
第三節 利益適配度及延伸產品態度對母品牌回饋及購買意願的影響69
第四節、YOUTUBER參與的調節效果71
第陸章 結論與建議72
第一節 結論72
第二節 研究貢獻72
一、理論貢獻72
二、實務貢獻75
三、研究限制與建議76
參考文獻78
附錄94
附錄一、前測焦點團體訪問綱要94
附錄二、正式實驗問卷實驗刺激95

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