在消費市場中，關鍵意見領袖在影響消費者購買決策和品牌態度方面扮演著關鍵角色。隨著網絡和社交媒體的普及，消費者越來越依賴關鍵意見領袖獲取資訊，這使得關鍵意見領袖在品牌行銷中變得至關重要。過去的研究指出，當消費者認為關鍵意見領袖可信且有崇拜感時，他們更容易接受並購買該意見領袖推薦的產品。然而，關鍵意見領袖是否能夠像明星一樣產生意義轉移，將其個人特質轉移到品牌上，並影響消費者對品牌的態度和購買意願，此一觀點仍需進一步研究和驗證。
因此，本研究將針對關鍵意見領袖如何影響消費者購買意願進行探討，我們將「關鍵意見領袖特性」、「關鍵意見領袖與品牌適配性」作為獨變項，「消費者購買意願」為依變項，「品牌態度」為中介變項，「對關鍵意見領袖崇拜程度」、「人際信任」為調節變項，期望找出關鍵意見領袖影響購買意願之作用模型。
研究結果顯示，關鍵意見領袖特性、關鍵意見領袖與品牌適配性在影響消費者購買意願時會被品牌態度中介，表示當消費者感知到關鍵意見領袖具有吸引力、專業性和可靠性等特性時，他們對品牌的態度更為積極，並且消費者感知到關鍵意見領袖的價值觀、形象和風格與品牌相符時，消費者對該品牌的態度會更為正面。然而，消費者對關鍵意見領袖崇拜程度及人際信任並未起到調節作用，表示其並不會顯著影響消費者對品牌的態度和購買意願。
此結果對於品牌方而言，在未來尋找代言人時，可以不局限於尋找偶像名人代言，亦可以尋找關鍵意見領袖作為品牌推廣，並且應該關注關鍵意見領袖的特性和形象是否與品牌價值觀相符，以確保適配性和一致性，進而達到提升消費者購買意願的目的。

In the consumer marketplace, key opinion leaders play a critical role in influencing consumer purchasing decisions and brand attitudes. With the popularity of the internet and social media, consumers are increasingly relying on key opinion leaders for information, making them crucial to brand marketing. Past studies have shown that consumers are more likely to accept and purchase products recommended by a key opinion leader when they perceive the leader to be credible and admired. However, whether key opinion leaders are able to transfer meaning to brands and influence consumers' attitudes and purchase intentions like celebrities do, requires further research and validation.
Therefore, this study focuses on how key opinion leaders influence consumers' purchase intention. We use "key opinion leader characteristics" and "key opinion leader-brand fit" as independent variables, "consumer purchase intention" as dependent variable, "brand attitude" as mediator, "adoration of key opinion leader" and "interpersonal trust" as moderators, and hope to find out the role model of key opinion leaders' influence on purchase intention. We hope to find out the role model of key opinion leaders in influencing purchase intention.
The results show that key opinion leader characteristics and key opinion leader-brand fit are mediated by brand attitudes in influencing consumers' purchase intention, which means that consumers' attitudes towards a brand are more positive when they perceive the key opinion leader as attractive, professional and reliable, and consumers' attitudes towards a brand are more positive when they perceive that the key opinion leader's values, image, and style are in line with the brand. Consumers' attitudes towards the brand are more positive when they perceive that the key opinion leader's values, image and style are compatible with the brand. However, consumers' admiration and interpersonal trust of the key opinion leaders do not play a moderating role, indicating that they do not significantly influence consumers' attitudes towards the brand and their purchase intention.
This result suggests that brands should not only look for idol celebrities to endorse their brands, but also key opinion leaders to promote their brands in the future. They should also pay attention to whether the characteristics and image of the key opinion leaders are in line with the brand's values to ensure suitability and consistency, which in turn will help them to increase consumers' willingness to buy.

論文審定書 i
致謝 ii
摘要 iii
Abstract iv
圖次 viii
表次 ix
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 3
第三節 研究目的 4
第四節 研究流程 4
第二章 文獻回顧 6
第一節 關鍵意見領袖 6
第二節 適配性假說 12
第三節 品牌態度 15
第四節 購買意願 17
第五節 人際信任 20
第三章 研究方法 22
第一節 研究架構 22
第二節 研究假說 23
第三節 操作型定義 25
第四節 研究設計 26
第四章 資料分析 31
第一節 敘述性統計 31
第二節 模型評估 35
第三節 結構模型與假說檢定 47
第五章 討論與結論 50
第一節 結果討論 50
第二節 學術及實務貢獻 54
第三節 研究限制與未來研究方向 55
參考文獻 57
第一節 中文參考文獻 57
第二節 英文參考文獻 58
附件-正式問卷 65

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