在數位時代，社交媒體平台已成為品牌行銷的重要渠道，而網紅行銷則成為其中的關鍵策略。特別是YouTube平台上的網紅，他們憑藉自身的影響力和與粉絲的情感聯繫，成為許多企業推廣產品的重要夥伴。本研究旨在探討影響YouTube網紅行銷成功的關鍵因素，分析網紅的個人特質及訊息內容如何影響粉絲的信任、追隨關注以及消費者的購買意願。
本研究採用量化研究方法，透過問卷調查收集數據，以探討網紅的個人特質、訊息內容對粉絲信任、追隨關注及購買意願的影響。問卷設計包括網紅的專業性、可靠性、吸引力、互動性、沈浸感和訊息內容等構面，並測量粉絲的信任度、追隨度及購買意願。資料分析使用結構方程模型（SEM）進行，並加入理性與感性說服方式作為調節變數，以檢驗其對主要變數關係的調節效果。
研究結果顯示，網紅的專業性、可靠性、吸引力、互動性和沉浸感顯著提升了粉絲的信任和追隨度，進而影響購買意願。理性與感性說服方式的調節效果並不顯著，專業性和可靠性本身就具有很強的說服力，能夠直接影響受眾的信任感，換句話說，當網紅具備足夠的專業知識和可靠性時，說服方式的影響力就顯得相對微弱。這些結果表明，專業性、可靠性在網紅行銷中的核心地位，能夠有效提升消費者的購買意願。

關鍵字：關鍵意見領袖、網紅行銷、YouTube、購買意願、感性說服、理性說服、說服方式

In the digital era, social media platforms have become essential channels for brand marketing, with influencer marketing emerging as a key strategy. YouTube influencers, in particular, leverage their influence and emotional connections with followers to become valuable partners for many companies in promoting products. This study aims to explore the critical success factors in YouTube influencer marketing, analyzing how influencers' personal traits and content impact followers' trust, engagement, and purchase intentions.
The research employs a quantitative method, using a survey to collect data on influencers' traits and content, and their effect on followers' trust, engagement, and purchase intentions. The survey examines factors such as professionalism, reliability, attractiveness, interactivity, immersion, and content quality. The data is analyzed using Structural Equation Modeling (SEM), with rational and emotional persuasion methods included as moderating variables to test their effects on the main relationships.
The findings reveal that influencers' professionalism, reliability, attractiveness, interactivity, and immersion significantly enhance followers' trust and engagement, subsequently influencing purchase intentions. The moderating effect of rational and emotional persuasion methods is not significant, suggesting that professionalism and reliability themselves have a strong persuasive power, directly impacting audience trust. In other words, when influencers possess sufficient expertise and reliability, the impact of persuasion methods is relatively weak. These results highlight the central role of professionalism and reliability in influencer marketing, effectively increasing consumer purchase intentions.

Keywords: Key Opinion Leaders, Influencer Marketing, YouTube, Purchase Intentions, Emotional persuasion, Rational persuasion, Persuasion Methods

論文審定書 i
誌謝 ii
中文摘要 iii
Abstract 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 2
第二章 文獻探討 3
第一節 關鍵意見領袖(Key opinion leader、Influencer) 3
第二節 網紅的個人特質 4
第三節 對網紅的沉浸感 5
第四節 對網紅的訊息認同 6
第五節 說服方式 7
第六節 網紅信任 9
第七節 追隨關注 11
第八節 購買意願 12
第三章 研究方法 14
第一節 研究架構 14
第二節 研究假說 14
第三節 研究變數之衡量與操作 24
第四節 研究設計與資料分析方法 26
第四章 研究資料分析 30
第一節 敘述性統計 30
第二節 信度與效度分析 34
第三節 結構化模型分析與研究假說檢定 45
第五章 研究結論與建議 56
第一節 研究結論與發現 56
第二節 學術及實務貢獻 57
第三節 研究限制與建議 58
參考文獻 60
附件-正式問卷 72

圖 3-1 研究架構 14
圖 4-1 研究模型之分析結果 46

表 3-1 研究假說 23
表 3-2 研究操作型定義表 24
表 3-3 構面、問項與參考文獻 27
表 3-4 樣本回收結果統計表 29
表 4-1 樣本的人口統計資訊（N=415） 31
表 4-2 社群平台使用習慣（N=415） 34
表 4-3 Cronbach's alpha 35
表 4-4 Composite reliability (rho_c) 36
表 4-5 平均變異數萃取量(AVE) 37
表 4-6 相關係數矩陣表 38
表 4-7 HTMT 39
表 4-8 交叉負荷矩陣 40
表 4-9 共線性 44
表 4-10 假說檢定結果 47

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