臺灣社會有九成以上人口是網路使用者，其中更有七成是社群媒體使用者，網紅經濟便是在此背景下蓬勃發展。網紅團購是在疫情、數位廣告成效降低、民眾消費習慣改變等多重原因下，所延伸出的商機。此股團購熱潮除了為網紅行銷帶來新的發展面向，也同時考驗著網紅與消費者之間的信任關係。本研究以網紅團購為研究背景，探討網紅信任度與對消費者購買團購產品意願的影響，並應用信任轉移理論，檢視消費者對網紅的信任度是否會轉移至網紅團購產品上，進而影響消費者購買意願；又以互動性、真實性與產品知識等特質，作為影響消費者的信任線索，以此驗證對網紅信任度之影響。
本研究以問卷調查法，研究調查對象為有追蹤網紅社群帳號的社群用戶。研究結果證實，信任轉移確實發生於本研究架構，消費者對網紅的信任度會轉移至團購產品上，進而影響到購買意圖；且互動性、真實性與產品知識對網紅信任度也具有正向影響力。本研究結果盼能為行銷業者、網紅、品牌企業提供方向，以作為未來規劃網紅團購的參考準則。

In Taiwan, over 90% of the population are Internet users, with 70% being social media users. The rise of influencer economy is flourishing in this context. Influencer celebrity group buying has emerged as a business opportunity due to factors such as the pandemic, decreased effectiveness of digital advertising, and changes in consumer habits. This wave of group buying not only brings new commercial opportunities for influencer marketing but also tests the trust between influencers and their followers. This study focuses on influencer group buying, exploring the impact of trustworthiness of influencers on consumers' willingness to purchase products. It applies the theory of trust transfer to examine whether consumers' trust in influencers will transfer to the products they promote, thereby affecting consumers' purchase intentions. Characteristics such as interactivity, authenticity, and product knowledge are used as clues influencing consumer trust, in order to verify their impact on trust in influencers.
This study used a questionnaire survey, targeting social media users who follow influencer accounts for investigation. The empirical results show that consumers' trust in influencers does transfer to products, affecting purchase intention; and interactivity, authenticity, and product knowledge also have a positive impact on trust in influencers. Hope the results of this study to provide guidance for marketers, influencers, and brands, serving as a reference for future planning of influencer group buying.

論文審定書 i
摘 要 ii
Abstract iii
目錄 iv
圖目錄 vi
表目錄 vii
第一章 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3
第二章 文獻探討 5
第一節 網路團購5
第二節 網路紅人（Social Media Influencer）7
第三節 信任度 8
第四節 信任轉移（Trust Transfer） 13
第三章 研究方法 15
第一節 研究架構15
第二節 研究假說與推論 15
第三節 研究變數之操作型定義與衡量 20
第四節 研究對象與研究工具 25
第四章 研究結果與分析 27
第一節 樣本敘述性統計 27
第二節 信度與效度分析 30
第三節 相關分析 35
第四節 迴歸分析與假說檢定 36
第五章 結論與建議 43
第一節 研究結論 43
第二節 研究貢獻 45
第三節 研究限制與未來研究建議 48
參考文獻 50
附錄 62

一、中文部分
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