在現今社群興盛的時代，透過多元化的社群功能，使得網紅與民眾的互動越來越頻繁，人們亦透過社群貼文、短影音選擇購買網紅業配或推薦之商品，而企業在選擇代言人時，傳統名人亦漸漸被網紅取代，此外，企業亦經常以追蹤人數之多寡作為選擇代言人之依據。
因此，本研究主要探討擬社會互動、認知信任、購買意願之間的關係，探討認知信任在擬社會互動對購買意願的的中介效果，以及網紅與品牌之匹配性及假帳號對認知信任的調節效果。
研究問卷採線上之形式發行，共317份有效問卷。研究統計方法包含信度分析、驗證性因素分析、相關分析與層級迴歸分析等，分析結果顯示，本研究之研究架構模型適配度良好，且實證結果如下：(1) 擬社會互動與認知信任存在正向關係；(2)認知信任與購買意願存在正向關係；(3) 認知信任在擬社會互動與購買意願之間具有中介效果；(4) 假帳號對擬社會互動與認知信任具有正向調節效果。
根據分析結果，網紅透過社群與消費者產生更多之接觸，產生更多之信任，進而選擇網紅代言或推薦之產品，而假帳號的存在使得民眾認為網紅具有極大之吸引力，因而幫助網紅建立更高的可信度。另外，本篇論文在最後的章節內也提供了相關實作的意涵及未來在研究上的一些建議，方便往後的研究作為參考。

With the rise of social media, the interaction between Internet celebrities and the public is becoming more and more frequent through the diversified social functions. People start to choose to buy the products the influencers recommend or advertise. Also, when enterprises choose their spokespersons, traditional celebrities are gradually replaced by Internet celebrities. In addition, enterprises often use the number of tracked people as the basis for selecting spokespersons.
This thesis principally discusses the relationship between parasocial interaction, perceived trust, purchase intention. Also, this thesis discusses the mediating effect of perceived trust in parasocial interaction on purchase intention, and the moderating effect of influencer-brand image fit and fake accounts in parasocial interaction on perceived trust.
The research questionnaire is issued online and there were 317 valid questionnaires in total. The research statistical methods include reliability analysis, confirmatory factor analysis, correlation analysis and regression analysis.
The following are the analysis results: (1) Parasocial interaction has a positive relationship with perceived trust; (2) Perceived trust has a positive relationship with purchase intention; (3) Perceived trust has a mediating effect between parasocial interaction and perceived trust; (4) Fake accounts has a positive adjusting effect on the relationship between parasocial interaction and perceived trust.
Based on the analysis results, influecers have more contact with consumers through the community, generate more trust, and then choose products endorsed or recommended by online celebrities. Also, the existence of fake accounts makes people think that online celebrities are extremely attractive. Thus, helping influencers build higher credibility. In addition, at the end of this study, practical implications and future research suggestions put forward for the reference of subsequent researchers.

論文審定書 i
誌 謝 ii
中文摘要 iii
Abstract iv
目 錄 v
表 次 vii
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第二章 文獻探討 5
第一節 S-0-R理論 5
第二節 變數介紹 6
第三節 假說推導 12
第三章 研究方法 17
第一節 研究架構 17
第二節 研究樣本 19
第三節 變數操作型定義與衡量方式 23
第四節 統計分析方法 29
第四章 實證結果分析 31
第一節 模型檢測 31
第二節 相關分析 32
第三節 層級迴歸分析 34
第五章 結論與建議 45
第一節 研究分析結果 46
第二節 研究意涵 48
第三節 研究限制與未來研究建議 50
參考文獻 51
附錄一：問卷 60

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高敬源(2018)。花350元就能買到粉絲？社群黑市交易發威，網紅追蹤破千萬假的。數位時代。
IG Hero(2023)。3招教你識破假粉絲！千萬別中所謂「真人粉絲」的招！。IG Hero官方網站。

 
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