在科技不斷進步的時代下，衍生出來的許多社群媒體網站，如Instagram、Facebook，不但改變了過往人們互動的模式，新型態的名人—網紅隨之出現，而媒體或品牌的行銷方式也隨之變化，選擇透過網紅的聲量優勢，來提升知名度及增加銷售量。
本研究主要探討網紅代言的有效性，並針對網紅代言下的可信度、專業度、吸引力、熟悉度、相似性等五構面進行著手，試圖深入了解影響消費者的關鍵因素，同時探討品牌喜愛度在網紅代言與購買意願之間的中介效果，以及社群媒體參與度差異在網紅代言對品牌喜愛度的調節效果。
研究問卷採實際案例進行調查，樣本數共278份，而有效樣本為218份，研究統計方法包含信效度分析與相關性分析。
研究結果顯示如下：（1）網紅代言與購買意願有正向關係；（2）網紅代言與品牌喜愛度有正向關係；（3）品牌喜愛度在網紅代言與購買意願之間有中介效果；（4）社群媒體參與度差異對網紅代言與品牌喜愛度之間有負向調節效果。根據分析結果，品牌選擇網紅代言的行銷方式確實能提升消費者的購買意願與品牌喜愛度，且在社群媒體上投入時間若越長，在面對到網紅代言時，會降低對品牌喜愛度。

With continuous technological advancement, many social media sites such as Instagram and Facebook have changed the way people interact with each other. A new type of celebrities, Social Influencer, have appeared. The brands have also changed their marketing methods, choosing to take the advantage of Social Influencers to increase people’s awareness and sales numbers.
This study focuses on the effectiveness of Influencer endorsement, and focuses on the five components of Influencer endorsement: Trustworthiness, expertise, attractiveness, familiarity, and similarity, in an attempt to gain insight into the key factors that influence consumers, as well as to explore the mediating effect of brand likeability between Influencer endorsement and purchase intention, and the moderating effect of social media engagement differences on brand likeability.
A total of 278 questionnaires were used to conduct the survey, and the valid sample size was 218.
The results of the analysis are as follows: (1) Influencer endorsement has a positive relationship with purchase intention; (2) Influencer endorsement has a positive relationship with brand likeability; (3) Brand likeability has a mediating effect between influencer endorsement and purchase intention; (4) Social media engagement has a negative moderating effect between influencer endorsement and brand likeability.
According to the results of the analysis, brands choosing influencer endorsement method can indeed increase consumers' purchase intention and brand likeability. Besides, the longer the time people spent on social media, the lower the brand likeability they will have when faced with influencer endorsement.

論文審定書 i
中文摘要 ii
Abstract iii
目 錄 iv
圖 次 v
表 次 vi
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第二章 文獻探討 3
第一節 網紅代言(Social Media Influencer Endorsement) 3
第二節 社群媒體參與度 (Social Media Engagement) 6
第三節 品牌喜愛度(Brand Likeability) 7
第四節 購買意願(Purchase Intention) 8
第五節 假說推導 9
第三章 研究方法 13
第一節 研究架構 13
第二節 研究對象與抽樣方法 13
第三節 操作型定義與衡量方式 13
第四節 統計分析工具 18
第四章 資料分析 19
第一節 敘述性統計分析 19
第二節 測量模型分析 24
第三節 結構模式與假說檢驗 33
第五章 結論與建議 37
第一節 研究結論 39
第二節 研究貢獻 40
第三節 研究限制 42
第四節 未來研究建議 43
參考文獻 44

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二、 中文文獻
武氏玄. (2022). 網紅特質對代言產品購買意願影響之研究: 以對網紅的態度為中介變項.
張文琪. (2022). 網紅無所不在：從解釋水平理論與訊息框架探討過度曝光現象.
三、 網路資料
Simon, K. (2023). Digital 2023: Taiwan. Retrieved from https://datareportal.com/reports/digital-2023-taiwan (July 11, 2023)
Werner, G. (2023). The State of Influencer Marketing 2023: Benchmark Report. Retrieved from https://influencermarketinghub.com/influencer-marketing-benchmark-report/ (July 11, 2023)