在資訊科技迅速發展下，YouTube等社交網路影音平台也隨之普及化，而2021年受到新冠肺炎的影響下，使YouTube正式成為不可或缺的社群影音平台，許多廠商紛紛從傳統媒體平台轉向串流影音平台上進行廣告投射。隨著學者與業者對數位影音廣告的重視，廣告如何以更多元且即時的方式傳遞給大眾，已成為廣告主最關心的議題，因此本研究針對已發展成熟的網路影音平台：YouTube上之業配廣告為例。
本研究以YouTube平台中的網紅：眾量級為例，將受測者依據廣告情境、可視度頻率，分成四組不同情境設定之組別，以問卷調查法探討於不同情境下，網紅可信度對於廣告效果之影響，以及廣告效果與購意願間是否會於不同情境下受到從眾行為之影響。
本研究主要透過線上平台發放問卷來蒐集所需資料，共回收400份有效問卷。研究結果顯示，隨著產品可視度的高低不同，網紅可信度對廣告效果亦會產生不同之影響效果，在高產品可視度廣告中，網紅可信度構面中唯有知名度能正向影響廣告效果；在低產品可視度廣告中，網紅可信度構面中有吸引力與知名度能正向影響廣告效果。而在敘事型高可視度之廣告情境下，大眾意見與評論會有效影響觀看者是否購買該業配產品之意願。最後針對研究結果提出理論與實務意涵，期望對於欲經營社交媒體平台之創作者或廣告主能有所幫助。

With the rapid development of information technology, online video and audio platforms (such as YouTube) have also become popular. Affected by COVID-19 in 2021, YouTube is officially an indispensable social media platform, and many advertisers have switched from traditional media platforms to streaming video platforms for advertising projection. As scholars and industry attach great importance to digital video advertising, how to deliver advertising to the public in a more diverse and immediate way has become the most concerned issue for advertisers. Therefore, this study takes the well-developed online video and audio platform: advertising on YouTube as an example. Divide respondents into four groups based on ad context and visibility.
This study takes Internet celebrities CROWD in the YouTube platform as an example. Divide the ads into two different situations, namely Narrative ads and Analytical ads, with different high and low product visibility, and using the questionnaire survey method to explore the influence between the credibility of the Internet celebrity and the advertising effect in different situations, and whether the relationship between advertising effectiveness and purchase intention is affected by conformity in different situations.
In this study, the required data was collected by issuing questionnaires, and a total of 400 valid questionnaires were collected. The results of the study show that with the different ads visibility, the credibility of the Internet celebrity will also have a different impact on the advertising effect. In high-visibility ads, the aspect of internet celebrity credibility, only popularity can positively affect the advertising effect; in low-product visibility ads, the aspect of internet celebrity credibility, attractiveness and popularity can positively affect the advertising effect. In the situation of narrative high-visibility advertising, public opinions and comments will effectively influence viewers' willingness to purchase the product. Finally, based on the research results, we put forward the management implications, hoping to be helpful to those who want to operate social media platforms.

論文審定書 i
中文摘要 ii
Abstract iii
目錄 iv
圖目錄 vii
表目錄 viii
第壹章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究對象與範圍 3
第四節 研究流程 4
第貳章 文獻探討 5
第一節 網路影音平台 5
第二節 網路影音廣告情境：敘事型廣告與論述型廣告 6
第三節 網路影音廣告可視度 7
第四節 網路紅人 8
第五節 代言人類型 9
第六節 業配 10
第七節 網紅的可信度 11
第八節 廣告效果 13
第參章 研究方法 14
第一節 研究架構 14
第二節 研究假說 15
第三節 研究樣本與資料蒐集 19
第四節 問卷設計與衡量方式 20
第五節 施測方式 26
第六節 研究步驟 26
第七節 前測結果 27
第肆章 研究分析結果與討論 29
第一節 個案簡述 29
第二節 樣本基本資料分析 31
第三節 各構面問項分析 33
第四節 衡量模型 34
第五節 結構模型分析與假說驗證 44
第六節 各組之路徑分析 47
第伍章 結論與建議 55
第一節 研究結果與建議 55
第二節　理論及實務意涵 58
第三節　研究限制 59
第四節　未來研究方向 60
參考文獻 62
英文文獻 62
中文文獻 68
網路資料 69

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