在網路社群媒體流行的時代，網紅行銷已逐漸成為行銷策略中不可或缺的關鍵要素，而網紅主導的團購模式已普及至各種消費族群中，透過網紅的推薦和直播銷售，使消費者的購物體驗和購買決策受到深度影響。網紅與品牌的合作模式、以及網紅自創品牌的興起，更顯示了這個趨勢的快速發展。因此，本研究旨在探討網紅是否影響消費者線上團購的再購意圖。
本研究探討網紅對消費者線上團購再購意圖的影響，運用S-O-R理論作為基礎，研究刺激因子「專業」、「吸引力」、「可靠性」、「價格促銷」和「資訊豐富」，有機體為「滿意度」、「信任」和「認知有用」，測量消費者「再購意圖」的反應。問卷調查採用李克特五點量表（Likert Scale）作為衡量尺度，調查對象為曾購買過網紅團購商品的消費者，網路問卷有效回收樣本數共296份。
研究結果顯示消費者對線上團購的滿意、信任以及認知有用會受到網紅的專業、吸引力、可靠性以及團購商品價格促銷以及團購資訊豐富度的正向影響，進而影響消費者對線上團購的再購意圖。本研究結果與發現有助於暸解網紅行銷如何影響消費者行為，為網紅、商家和線上團購活動提供有效的行銷策略指引和方向。

In the era of widespread social media, influencer marketing has gradually become an essential element in marketing strategies. The influencer-led group buying model has permeated various consumer groups. Through influencers' recommendations and live sales, consumers' shopping experiences and purchasing decisions are deeply affected. The collaboration model between influencers and brands, as well as the rise of influencer-created brands, further showcase the rapid development of this trend. Therefore, this study aims to investigate whether influencers influence consumers' repurchase intentions for online group purchases.
This study explores the impact of influencers on consumers' repurchase intentions for online group purchases, utilizing the Stimulus-Organism-Response (S-O-R) theory as a foundation. The research looks into stimulus factors such as 'expertise', 'appeal', 'reliability', 'price promotion', and 'information richness', with 'satisfaction', 'trust', and 'perceived usefulness' as the organism, measuring the consumer's 'repurchase intention' response. The survey adopted the Likert Scale as a measurement scale, with the survey population being consumers who had purchased influencer-led group buying products. The online survey yielded a total of 296 valid responses.
The results show that consumer satisfaction, trust, and perceived usefulness of online group purchases are positively influenced by the influencer's expertise, appeal, reliability, group purchase price promotion, and richness of group purchase information, which in turn affect consumers' repurchase intentions for online group purchases. The findings and results of this study contribute to understanding how influencer marketing influences consumer behavior, providing effective marketing strategy guidance and direction for influencers, merchants, and online group buying activities.

論文審定書 i
摘要 ii
Abstract iii
目錄 iv
圖次 vi
表次 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 4
第四節 研究流程 4
第二章 文獻探討 6
第一節 網路紅人 6
第二節 網紅行銷 7
第三節 團體購買 9
第四節 再購意圖 10
第五節 S-O-R理論 11
第三章 研究方法 13
第一節 研究架構 13
第二節 研究假說 14
第三節 操作型定義 18
第四節 研究設計 20
第四章 資料分析 25
第一節 樣本基本資料分析 25
第二節 衡量模型 28
第三節 結構模型及假說驗證 39
第五章 結論與建議 43
第一節 研究結果與建議 43
第二節 理論與實務意涵 45
參考文獻 48
附錄 本研究正式問卷 52

何雍慶, 蘇子炘, & 張永富. (2004). 消費者體驗與訊息處理路徑對品牌延伸購買態度之影響 [The Effects of Customers' Experiences and Information Processing on the Buying Intentions of Extended Brands]. 行銷評論, 1(1), 1-19. https://doi.org/10.29931/mr.200409.0001
余家融. (2018). 探討網紅在線直播之黏著度因素 東吳大學]. 台北市. https://hdl.handle.net/11296/6c7jz3
吳宣融. (2017). 代言人可信度對消費者品牌認同之影響 真理大學]. 新北市. https://hdl.handle.net/11296/425e39
林丁財. (1995). 消費者心理學. 書華出版.
唐玉芳. (2020). 微網紅知名度與可信度對廣告效果之影響 國立嘉義大學]. 嘉義市. https://hdl.handle.net/11296/n3ghqq
袁國寶, & 謝利明. (2016). 網紅經濟: 移動互聯網時代的千億紅利市場. 商周出版. https://books.google.com.tw/books?id=-oV7zQEACAAJ
陳純德, & 陳美如. (2014). 部落客意見領袖信任轉移影響之研究：推敲可能性模式觀點 [The Studay of Trust Transference Impact of Opinion Leader (Bloggers) on Consumer's Purchase Intention: An Elaboration Likelihood Model]. 電子商務學報, 16(3), 247-275. https://doi.org/10.6188/jeb.2014.16(3).01
楊志堯, & 蔡昕妤. (2014). 社群網站粉絲團行銷手法以網路服飾品牌25：01為例. 圖文傳播藝術學報(2014), 894-926.
楊芷盈. (2016). 創造優良品牌信譽，拉近與消費者距離的五大秘訣.
Anand, K. S., & Aron, R. (2003). Group buying on the web: A comparison of price-discovery mechanisms. Management Science, 49(11), 1546-1562.
Anderson, E. W., & Sullivan, M. W. (1993). The antecedents and consequences of customer satisfaction for firms. Marketing science, 12(2), 125-143.
Bhattacherjee, A. (2002). Individual trust in online firms: Scale development and initial test. Journal of Management Information Systems, 19(1), 211-241.
Blanco, L. E. (2015). Youtubers: celebridades de la red. Debates IESA, 20(4), 80-80.
Boyd, D. M., & Ellison, N. B. (2007). Social network sites: Definition, history, and scholarship. Journal of computer‐mediated Communication, 13(1), 210-230.
Cheung, C. M., & Lee, M. K. (2012). What drives consumers to spread electronic word of mouth in online consumer-opinion platforms. Decision support systems, 53(1), 218-225.
Chi, H. K., Yeh, H. R., & Huang, M. W. (2009). The Influences of advertising endorser, brand image, brand equity, price promotion on purchase intention: The mediating effect of advertising endorser. The Journal of Global Business Management, 5(1), 224-233.
Chin, W. W. (1998). Commentary: Issues and opinion on structural equation modeling. In (pp. vii-xvi): JSTOR.
Choi, S. M., & Rifon, N. J. (2007). Who is the celebrity in advertising? Understanding dimensions of celebrity images. The journal of popular Culture, 40(2), 304-324.
Cuomo, M. T., Tortora, D., Festa, G., Giordano, A., & Metallo, G. (2017). Enablers for end‐user entrepreneurship: An investigation on Italian food bloggers. Psychology & marketing, 34(12), 1109-1118.
Diamantopoulos, A., & Siguaw, J. (2000). Introducing LISREL: A guide for structural equation modeling. In: California: Sage Publications Inc.
Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers’ product evaluations. Journal of marketing research, 28(3), 307-319.
Dodge, J. (1999). Two Web Sites let consumers join forces for lower prices. Wall Street Journal, 20, B 1-B 1.
Eroglu, S. A., Machleit, K. A., & Davis, L. M. (2001). Atmospheric qualities of online retailing: A conceptual model and implications. Journal of Business research, 54(2), 177-184.
Fenner, G. H., & Renn, R. W. (2010). Technology-assisted supplemental work and work-to-family conflict: The role of instrumentality beliefs, organizational expectations and time management. Human relations, 63(1), 63-82.
Fornell, C., Johnson, M. D., Anderson, E. W., Cha, J., & Bryant, B. E. (1996). The American customer satisfaction index: nature, purpose, and findings. Journal of marketing, 60(4), 7-18.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 18(1), 39-50.
Gefen, D. (2000). E-commerce: the role of familiarity and trust. Omega, 28(6), 725-737.
Grabner-Kräuter, S., & Kaluscha, E. A. (2003). Empirical research in on-line trust: a review and critical assessment. International journal of human-computer studies, 58(6), 783-812.
Hair, J., Hollingsworth, C. L., Randolph, A. B., & Chong, A. Y. L. (2017). An updated and expanded assessment of PLS-SEM in information systems research. Industrial management & data systems.
Hellier, P. K., Geursen, G. M., Carr, R. A., & Rickard, J. A. (2003). Customer repurchase intention: A general structural equation model. European journal of marketing, 37(11/12), 1762-1800.
Hoffman, D. L., & Novak, T. P. (1996). Marketing in hypermedia computer-mediated environments: Conceptual foundations. Journal of marketing, 60(3), 50-68.
Jin, S.-A. A., & Phua, J. (2014). Following celebrities’ tweets about brands: The impact of twitter-based electronic word-of-mouth on consumers’ source credibility perception, buying intention, and social identification with celebrities. Journal of advertising, 43(2), 181-195.
Kauffman, R. J., & Wang, B. (2001). New buyers' arrival under dynamic pricing market microstructure: The case of group-buying discounts on the Internet. Journal of Management Information Systems, 18(2), 157-188.
Kim, D. J., Ferrin, D. L., & Rao, H. R. (2008). A trust-based consumer decision-making model in electronic commerce: The role of trust, perceived risk, and their antecedents. Decision support systems, 44(2), 544-564.
Kline, R. B. (2011). Principles and practice of structural equation modeling.
Lo, S.-K., & Lie, T. (2008). Selection of communication technologies—A perspective based on information richness theory and trust. Technovation, 28(3), 146-153.
Manganari, E. E., Siomkos, G. J., Rigopoulou, I. D., & Vrechopoulos, A. P. (2011). Virtual store layout effects on consumer behaviour: Applying an environmental psychology approach in the online travel industry. Internet Research, 21(3), 326-346.
McKnight, D. H., Choudhury, V., & Kacmar, C. (2002). The impact of initial consumer trust on intentions to transact with a web site: a trust building model. The journal of strategic information systems, 11(3-4), 297-323.
Mummalaneni, V. (2005). An empirical investigation of web site characteristics, consumer emotional states and on-line shopping behaviors. Journal of Business research, 58(4), 526-532.
Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers' perceived expertise, trustworthiness, and attractiveness. Journal of advertising, 19(3), 39-52.
Oliver, R. L. (2006). Customer satisfaction research. The handbook of marketing research: Uses, misuses, and future advances, 1, 569-587.
Podsakoff, P. M., & Organ, D. W. (1986). Self-reports in organizational research: Problems and prospects. Journal of management, 12(4), 531-544.
Reynolds, F. D., Crask, M. R., & Wells, W. D. (1977). The modern feminine life style. The Journal of Marketing, 38-45.
Reynolds, F. D., & Wells, W. D. (1977). Consumer Behavior. McGraw-Hill. https://books.google.com.tw/books?id=IdJ-71XQDfEC
Rezabakhsh, B., Bornemann, D., Hansen, U., & Schrader, U. (2006). Consumer power: a comparison of the old economy and the Internet economy. Journal of Consumer Policy, 29(1), 3-36.
Saraf, N., Langdon, C. S., & Gosain, S. (2007). IS application capabilities and relational value in interfirm partnerships. Information systems research, 18(3), 320-339.
Tang, F., & Jia, J. (2008). Would Perceived Unfairness Lead to Regret? ACR North American Advances.
Venkatesh, V., Morris, M. G., Davis, G. B., & Davis, F. D. (2003). User acceptance of information technology: Toward a unified view. MIS quarterly, 425-478.