近年來，隨著疫情影響，網路線上購物越來越普及，促成了電商的快速崛起。再加上社群媒體的蓬勃發展及行動裝置的廣泛應用，改變了銷售及消費模式，電子商務直播自2019年起爆發性成長，成為當前線上購物的重要指標和創新行銷手段。
除此之外，越來越多企業透過網紅的高知名度，利用社群網路平台，以創意廣告代言或直播的方式吸引目標客群。如何通過網紅直播來提高消費者的購買意願，這在管理實務上值得深入探討，且先前的研究仍較少涉及。因此，本研究將針對台灣電商直播的特色以及網紅形象的現況進行深入調查。
本研究主要探討電商直播的特色對台灣消費者購買意願的影響，具體而言，即消費者在社交媒體平台進行直播購物時的購買意願，以及網紅形象對購電商直播特色和購買意願影響的調節作用。
本研究透過網路問卷發放方式，以研究台灣市場為主要研究對象，一共蒐集398份的有效問卷。分析結果顯示，電商直播特色的可視性、互動性和真實性對消費者購買意願存在著正向的影響。其次，在網紅形象的調節下電商直播特色的可視性和互動性皆會對提高對消費者的購買意願。最後，發現網紅形象對電商直播特色真實性並沒有顯著影響，因此網紅形象對電商直播特色的真實性不會增加對消費者購買意願的影響。

In recent years, the epidemic has accelerated the popularity of online shopping, contributing to the rapid rise of e-commerce and transforming sales and consumption patterns. Since 2019, e-commerce live streaming has experienced explosive growth, becoming a key indicator of online shopping and an innovative marketing tool.
Additionally, more enterprises are leveraging social media platforms to attract target audiences through live streaming, utilizing the high visibility of internet celebrities. However, how internet celebrity live streaming influences consumers' purchasing intentions remains underexplored in management practices and academic research.
This study aims to investigate the impact of e-commerce live streaming features on Taiwanese consumers' purchase intentions, particularly when shopping via live streaming on social media platforms. Furthermore, it will explore the moderating role of internet celebrity image on the relationship between live streaming features and purchase intention.
A total of 398 valid questionnaires were collected for this study, with the Taiwan market as the main research target through online questionnaire distribution. The results of the analysis show that the visibility, interactivity, and veracity of e-commerce live features have a positive effect on consumers' purchasing intention. Secondly, both the visibility and interactivity of e-commerce live streaming features moderated by the Internet celebrity's image would increase consumers' purchasing intention. Finally, it is found that there is no significant effect of Internet celebrity image on the veracity of e-commerce live streaming features, and therefore, Internet celebrity image does not increase the effect of the veracity of e-commerce live streaming features on consumers' purchasing intention.

Thesis Validation Letter i
Acknowledgment ii
中文摘要 iii
Abstract iv
Table of Contents v
List of Tables viii
List of Figures viii
Chapter Ⅰ： Introduction 1
1.1 Research Background 1
1.2 Motivation 5
1.3 Purpose of study 7
1.4 Research Process 8
Chapter Ⅱ：Literature Review 9
2.1 E-Commerce Live Streaming Features 9
2.1.1 E-commerce Live Streaming 9
2.1.2 E-commerce Live Streaming Features 12
2.2 Internet Celebrity Image 14
2.2.1 Internet Celebrities 14
2.2.2 Definition of Internet Celebrity Image 16
2.2.3 Study related to Internet Celebrity Image 20
2.2.3 Influencer Marketing 25
2.3 Purchasing Intention 26
2.4 Hypothesis Development 28
2.4.1 The relationship between e-commerce live streaming features and purchasing intention 28
2.4.2 The moderating effect of internet celebrity image on e-commerce streaming features and purchasing intention 33
Chapter Ⅲ： Research Methodology 38
3.1 Theoretical Framework and Hypothesis 38
3.2 Description of Participants and Samples 39
3.3 Measures and Questionnaire 40
3.3.1 Operational Definitions of Research Variables 41
3.3.2 Independent Variable: E-Commerce Live Streaming Features 42
3.3.3 Moderator Variable: Internet Celebrity Image 45
3.3.4 Dependent Variable: Purchasing Intention 47
3.3.5 Control Variables: Age and Education Level 49
3.4 Data Processing and Analysis Methods 50
3.4.1 Descriptive Analysis 50
3.4.2 Harman’s One-Factor Test 50
3.4.3 Reliability Analysis 51
3.4.4 Confirmatory Factor Analysis (CFA) 51
3.4.5 Pearson Correlation Analysis 52
3.4.6 Variance Inflation Factor (VIF) 52
3.4.7 Regression Analysis 53
Chapter Ⅳ：Research Analysis and Results 54
4.1 Sample Descriptive 54
4.2.1 Descriptive Analysis of E-commerce Live Streaming Features 57
4.2.2 Descriptive Analysis of the Internet Celebrity Image 61
4.2.3 Descriptive Analysis of the Purchasing Intention 63
4.3 Harman’s One-Factor Test 65
4.4 Reliability and Validity Analysis 65
4.5 Hypothesis Testing: Regression Analysis 76
4.5.1 Correlation analysis of variables 76
4.5.2 Variance Inflation Factor 78
4.5.3 The influence of E-commerce on live streaming features on Purchasing intention 79
4.5.4 The influence of Internet celebrity image moderating E-commerce live streaming features on Purchasing intention 80
Chapter Ⅴ：Discussion and Conclusion 82
5.1 Research Findings 82
5.2 Theoretical and Management Implications 87
5.3 Limitations and Suggestions for Future Research 91
5.3.1 Research Subjects and Sample Limitations 91
5.3.2 Platform Variance Limitations 91
5.3.3 Recommendations for Future Research 92
References 93
English References 93
Chinese References 100
Appendix I 103
Questionnaire 103

English References
Aaker, D. A. (1996). Measuring brand equity across products and markets. California management review, 38(3).
Abidin, C. (2018). Internet celebrity: Understanding fame online. Emerald Group Publishing.
Aguirre-Rodriguez, A., Bosnjak, M., & Sirgy, M. J. (2012). Moderators of the self-congruity effect on consumer decision-making: A meta-analysis. Journal of Business Research, 65(8), 1179-1188.
Aili, D., Chen, M., Huang, M., & Zhu, X. (2023). The Relationship between Network Consumers’ Needs and the Development of Live Streaming E-Commerce, Taking Douyin as an Example. Lecture Notes in Education Psychology and Public Media, 5, 784-790.
Akinwande, M. O., Dikko, H. G., & Samson, A. (2015). Variance inflation factor: as a condition for the inclusion of suppressor variable (s) in regression analysis. Open journal of statistics, 5(07), 754.
Alboqami, H. (2023). Trust me, I'm an influencer!-Causal recipes for customer trust in artificial intelligence influencers in the retail industry. Journal of Retailing and Consumer Services, 72, 103242.
Bastrygina, T., & Lim, W. M. (2023). Foundations of consumer engagement with social media influencers. International Journal of Web Based Communities, 19(2-3), 222-242.
Bastrygina, T., Lim, W. M., Jopp, R., & Weissmann, M. A. (2024). Unraveling the power of social media influencers: Qualitative insights into the role of Instagram influencers in the hospitality and tourism industry. Journal of Hospitality and Tourism Management, 58, 214-243.
Bekk, M., Spörrle, M., & Kruse, J. (2016). The benefits of similarity between tourist and destination personality. Journal of Travel Research, 55(8), 1008-1021.
Belanche, D., Flavián, C., & Pérez-Rueda, A. (2017). Understanding interactive online advertising: Congruence and product involvement in highly and lowly arousing, skippable video ads. Journal of Interactive Marketing, 37(1), 75-88.
Beverland, M. B., Lindgreen, A., & Vink, M. W. (2008). Projecting authenticity through advertising: Consumer judgments of advertisers' claims. Journal of advertising, 37(1), 5-15.
Blackwell, R. D., Miniard, P. W., & Engel, J. F. (2001). Consumer behavior, 9th Eds. New Youk: Harcourt.
Cabeza-Ramírez, L. J., Sánchez-Cañizares, S. M., Santos-Roldán, L. M., & Fuentes-García, F. J. (2022). Impact of the perceived risk in influencers' product recommendations on their followers' purchase attitudes and intention. Technological Forecasting and Social Change, 184, 121997.
Cai, J., & Wohn, D. Y. (2019). Live streaming commerce: Uses and gratifications approach to understanding consumers’ motivations.
Cai, J., Wohn, D. Y., Mittal, A., & Sureshbabu, D. (2018, June). Utilitarian and hedonic motivations for live streaming shopping. In Proceedings of the 2018 ACM international conference on interactive experiences for TV and online video (pp. 81-88).
Chen, C. C., & Lin, Y. C. (2018). What drives live-stream usage intention? The perspectives of flow, entertainment, social interaction, and endorsement. Telematics and Informatics, 35(1), 293-303.
Chen, H., Dou, Y., & Xiao, Y. (2023). Understanding the role of live streamers in live-streaming e-commerce. Electronic commerce research and applications, 59, 101266.
Cheung, M. L., Leung, W. K., Aw, E. C. X., & Koay, K. Y. (2022). “I follow what you post!”: the role of social media influencers’ content characteristics in consumers' online brand-related activities (COBRAs). Journal of Retailing and Consumer Services, 66, 102940.
Choi, S. M., & Rifon, N. J. (2012). It is a match: The impact of congruence between celebrity image and consumer ideal self on endorsement effectiveness. Psychology & marketing, 29(9), 639-650.
Chung, S., & Cho, H. (2017). Fostering parasocial relationships with celebrities on social media: Implications for celebrity endorsement. Psychology & Marketing, 34(4), 481-495.
Cocker, H. L., & Cronin, J. (2017). Charismatic authority and the YouTuber: Unpacking the new cults of personality. Marketing theory, 17(4), 455-472.
Cronbach, L. J. (1951). Coefficient alpha and the internal structure of tests. psychometrika, 16(3), 297-334.
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.
De Mooij, M., & Hofstede, G. (2010). The Hofstede model: Applications to global branding and advertising strategy and research. International Journal of advertising, 29(1), 85-110.
Dinh, T. C. T., & Lee, Y. (2024). Social media influencers and followers’ conspicuous consumption: The mediation of fear of missing out and materialism. Heliyon, 10(16).
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.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 18(1), 39-50.
Friis-Jespersen, C. (2017). Celebrity endorser’s credibility: effect on consumers’ attitude toward advertisement: Factors influencing vloggers credibility among viewers and their relation with attitude toward advertisement.
Gaski, J. F., & Nevin, J. R. (1985). The differential effects of exercised and unexercised power sources in a marketing channel. Journal of marketing research, 22(2), 130-142.
Goldsmith, R. E., Lafferty, B. A., & Newell, S. J. (2000). The impact of corporate credibility and celebrity credibility on consumer reaction to advertisements and brands. Journal of advertising, 29(3), 43-54.
Guan, Z., Hou, F., Li, B., Chong, A. Y. L., & Phang, C. W. D. (2019). What Encourages Purchase of Virtual Gifts in Live Streaming: Cognitive Absorption, Social Experience and Technological Environment. In ICIS.
Han, W. (2022, June). Research on the Current Business Model and Future Development Trends of China’s Live Streaming E-Commerce Industry. In 2022 8th International Conference on Humanities and Social Science Research (ICHSSR 2022) (pp. 1819-1823). Atlantis Press.
Ho, R. C., & Rajadurai, K. G. (2020). Live streaming meets online shopping in the connected world: interactive social video in online marketplace. In Strategies and tools for managing connected consumers (pp. 130-142). IGI Global.
Holloway, B. B., Wang, S., & Parish, J. T. (2005). The role of cumulative online purchasing experience in service recovery management. Journal of interactive marketing, 19(3), 54-66.
Hou, F., Guan, Z., Li, B., & Chong, A. Y. L. (2020). Factors influencing people’s continuous watching intention and consumption intention in live streaming: Evidence from China. Internet Research, 30(1), 141-163.
Hu, M., & Chaudhry, S. S. (2020). Enhancing consumer engagement in e-commerce live streaming via relational bonds. Internet Research, 30(3), 1019-1041.
Hu, M., Zhang, M., & Wang, Y. (2017). Why do audiences choose to keep watching on live video streaming platforms? An explanation of dual identification framework. Computers in Human Behavior, 75, 594-606.
Jia, S. (2023). A New Approach to the Development of Foreign Trade under the Economy of Internet Live Streaming with Goods. Frontiers in Business, Economics and Management, 8(3), 185-189.
Jima, C. (2018). SCHOOL OF COMMERCE DEPARTMENT OF MARKETING MANAGEMENT POST GRADUATE PROGRAM.
Joseph, W. B. (1982). The credibility of physically attractive communicators: A review. Journal of advertising, 11(3), 15-24.
Kang, K., Lu, J., Guo, L., & Li, W. (2021). The dynamic effect of interactivity on customer engagement behavior through tie strength: Evidence from live streaming commerce platforms. International journal of information management, 56, 102251.
Kapferer, J. N. (1994). Strategic brand management: New approaches to creating and evaluating brand equity. Simon and Schuster.
Khamis, S., Ang, L., & Welling, R. (2017). Self-branding,‘micro-celebrity’and the rise of social media influencers. Celebrity studies, 8(2), 191-208.
Kim, H. S., & Kim, M. (2020). Viewing sports online together? Psychological consequences on social live streaming service usage. Sport Management Review, 23(5), 869-882.
Kim, S. S., Choe, J. Y. J., & Petrick, J. F. (2018). The effect of celebrity on brand awareness, perceived quality, brand image, brand loyalty, and destination attachment to a literary festival. Journal of Destination Marketing & Management, 9, 320-329.
Leung, F. F., Gu, F. F., & Palmatier, R. W. (2022). Online influencer marketing. Journal of the Academy of Marketing Science, 50(2), 226-251.
Liu, C., Zhang, Y., & Zhang, J. (2020). The impact of self-congruity and virtual interactivity on online celebrity brand equity and fans’ purchase intention. Journal of Product & Brand Management, 29(6), 783-801.
Liu, J., & Zhang, M. (2024). Formation mechanism of consumers' purchase intention in multimedia live platform: a case study of taobao live. Multimedia Tools and Applications, 83(2), 3657-3680.
Liu, Y., Li, H., & Hu, F. (2013). Website attributes in urging online impulse purchase: An empirical investigation on consumer perceptions. Decision support systems, 55(3), 829-837.
Lo, P. S., Dwivedi, Y. K., Tan, G. W. H., Ooi, K. B., Aw, E. C. X., & Metri, B. (2022). Why do consumers buy impulsively during live streaming? A deep learning-based dual-stage SEM-ANN analysis. Journal of Business Research, 147, 325-337.
Lu, B., & Chen, Z. (2021). Live streaming commerce and consumers’ purchase intention: An uncertainty reduction perspective. Information & Management, 58(7), 103509.
Lu, Y., & Siegfried, P. (2021). E-commerce Live streaming–An Emerging Industry in China and A Potential Future Trend in the World.
Lu, Y., He, Y., & Ke, Y. (2023). The influence of e-commerce live streaming affordance on consumer’s gift-giving and purchase intention. Data Science and Management, 6(1), 13-20.
Ma, H., & Mei, H. (2018, August). Empirical research on the decision-making influence factors in consumer purchase behavior of webcasting platform. In International Conference on Management Science and Engineering Management (pp. 1017-1028). Springer, Cham.
Ma, L., Gao, S., & Zhang, X. (2022). How to use live streaming to improve consumer purchase intentions: evidence from China. Sustainability, 14(2), 1045.
Ma, Y. (2021). To shop or not: Understanding Chinese consumers’ live-stream shopping intentions from the perspectives of uses and gratifications, perceived network size, perceptions of digital celebrities, and shopping orientations. Telematics and Informatics, 59, 101562.
McKnight, D. H., Choudhury, V., & Kacmar, C. (2002). Developing and validating trust measures for e-commerce: An integrative typology. Information systems research, 13(3), 334-359.
Miciak, A. R., & Shanklin, W. L. (1994). Choosing celebrity endorsers. Marketing Management, 3(3), 50.
Munnukka, J., Maity, D., Reinikainen, H., & Luoma-aho, V. (2019). “Thanks for watching”. The effectiveness of YouTube vlogendorsements. Computers in human behavior, 93, 226-234.
Ning Shen, K., & Khalifa, M. (2012). System design effects on online impulse buying. Internet Research, 22(4), 396-425.
Nunnally, J. (1978). Psychometric methods.
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.
Ohanian, R. (1991). The impact of celebrity spokespersons' perceived image on consumers' intention to purchase. Journal of advertising Research.
Park, H. J., & Lin, L. M. (2020). The effects of match-ups on the consumer attitudes toward internet celebrities and their live streaming contents in the context of product endorsement. Journal of Retailing and Consumer Services, 52, 101934.
Patel, P., & Basil, M. (2018). The effects of celebrity attractiveness and identification on advertising interest. In Back to the Future: Using Marketing Basics to Provide Customer Value: Proceedings of the 2017 Academy of Marketing Science (AMS) Annual Conference (pp. 579-589). Springer International Publishing.
Peng, S. (2023). An analysis of the live streaming economy in China. Advances in Economics, Management and Political Sciences, 47(1), 258-264.
Scott, D. M. (2015). The new rules of marketing and PR: How to use social media, online video, mobile applications, blogs, news releases, and viral marketing to reach buyers directly. John Wiley & Sons.
Sharma, K. I. R. A. N., & Kumar, S. S. (2013). Celebrity endorsement in advertising; can it lead to brand loyalty in the long run. International Journal of Marketing, Financial Services, and Management Research, 2(3), 73-79.
Smith, A. N., Fischer, E., & Yongjian, C. (2012). How does brand-related user-generated content differ across YouTube, Facebook, and Twitter?. Journal of interactive marketing, 26(2), 102-113.
Steinhoff, L., Arli, D., Weaven, S., & Kozlenkova, I. V. (2019). Online relationship marketing. Journal of the Academy of marketing science, 47(3), 369-393.
Sun, Y., Shao, X., Li, X., Guo, Y., & Nie, K. (2019). How live streaming influences purchase intentions in social commerce: An IT affordance perspective. Electronic Commerce Research and Applications, 37, 100886.
Sun, Y., Shao, X., Li, X., Guo, Y., & Nie, K. (2020). A 2020 perspective on “How live streaming influences purchase intentions in social commerce: An IT affordance perspective”. Electronic Commerce Research and Applications, 40, 100958.
Syed, T. A., Mehmood, F., & Qaiser, T. (2023). Brand–SMI collaboration in influencer marketing campaigns: A transaction cost economics perspective. Technological Forecasting and Social Change, 192, 122580.
Till, B. D., & Busler, M. (2000). The match-up hypothesis: Physical attractiveness, expertise, and the role of fit on brand attitude, purchase intent and brand beliefs. Journal of advertising, 29(3), 1-13.
Tuan, N. M. (2022). Customer readiness–customer participation link in e-services. The Service Industries Journal, 42(9-10), 738-769.
von Mettenheim, W., & Wiedmann, K. P. (2021). The complex triad of congruence issues in influencer marketing. Journal of Consumer Behaviour, 20(5), 1277-1296.
Wang, H., Ding, J., Akram, U., Yue, X., & Chen, Y. (2021). An empirical study on the impact of e-commerce live features on consumers’ purchase intention: From the perspective of flow experience and social presence. Information, 12(8), 324.
Wang, M. Y., & Chang, H. C. (2004). The mere exposure effect and recognition memory. Cognition & Emotion, 18(8), 1055-1078.
Wang, X., & Wu, D. (2019, July). Understanding user engagement mechanisms on a live streaming platform. In international conference on human-computer interaction (pp. 266-275). Springer, Cham.
Wohn, D. Y., Freeman, G., & McLaughlin, C. (2018, April). Explaining viewers' emotional, instrumental, and financial support provision for live streamers. In Proceedings of the 2018 CHI conference on human factors in computing systems (pp. 1-13).
Wongkitrungrueng, A., & Assarut, N. (2020). The role of live streaming in building consumer trust and engagement with social commerce sellers. Journal of Business Research, 117, 543-556.
Wongkitrungrueng, A., Dehouche, N., & Assarut, N. (2020). Live streaming commerce from the sellers’ perspective: implications for online relationship marketing. Journal of Marketing Management, 36(5-6), 488-518.
Xiang, L., Zheng, X., Lee, M. K., & Zhao, D. (2016). Exploring consumers’ impulse buying behavior on social commerce platform: The role of parasocial interaction. International journal of information management, 36(3), 333-347.
Xu, X., Wu, J. H., & Li, Q. (2020). What drives consumer shopping behavior in live streaming commerce?. Journal of electronic commerce research, 21(3), 144-167.
Yang, G., Chaiyasoonthorn, W., & Chaveesuk, S. (2024). Exploring the influence of live streaming on consumer purchase intention: A structural equation modeling approach in the Chinese E-commerce sector. Acta Psychologica, 249, 104415.
Yang, X., Liu, Y., Dong, J., & Li, S. (2023). Impact of streamers’ characteristics on sales performance of search and experience products: Evidence from Douyin. Journal of Retailing and Consumer Services, 70, 103155.
Zajonc, R. B., & Markus, H. (1982). Affective and cognitive factors in preferences. Journal of consumer research, 9(2), 123-131.
Zhang, B., Zhang, Q., & Zhao, C. (2021). The influence of webcast characteristics on consumers’ purchase intention under E-commerce live broadcasting mode—the mediating role of consumer perception. China Business and Market, 35(06), 52-61.
Zhang, G., & de Seta, G. (2018). Being “red” on the internet. In Microcelebrity around the globe. Emerald Publishing Limited.
Zhang, K. Z., & Benyoucef, M. (2016). Consumer behavior in social commerce: A literature review. Decision support systems, 86, 95-108.
Zhou, A. (2021). Effect of live streaming on consumer impulsive purchase behavior. Tourism Management and Technology Economy, 4(2), 44-48

Chinese References
馬志浩, 葛進平, & 周翔. (2020). 網路直播使用者的持續使用行為及主觀幸福感——基於期望確認模型及准社會關係的理論視角. 新聞與傳播評論, (2), 29-46.
董金權, & 羅鑫宇. (2021). “情感” 視角下的網路直播——基於 30 名青年主播和粉絲的深度訪談. 中國青年研究, (2), 90-96.
賴韋茹. (2021). 以階層線性分析探討影響電商直播購買意願之研究. 中原大學國際經營與貿易學系學位論文, 2021, 1-55.
李美賢. (2022). 以網紅特質與產品適配性探討網紅自創品牌購買意圖之影響-以館長(陳之漢)為例. 碩博士論文網.
李夢吟, & 王成慧. (2019). 社會化媒體是否能促進網路購買?--基於技術接受模型的實證研究. 中國流通經濟, 33(5), 90-99.
李光勳. (2004). 廣告代言人與代言品牌的形象差異性及代言人可信度對廣告效果影響之研究. 東吳大學企業管理學系研究所. 未出版之碩士論文, 臺北.
李柯成. (2017). 建築工程造價預結算審核工作關鍵點. 中文科技期刊資料庫 (全文版) 工程技術, (05), 00002-00002.
李城忠, 蘇智鈴, & 楊秀瑩. (2016). 運動球星代言人可信度對品牌認同度與購買意願影響之研究-以 2014 年世界盃足球賽 NIKE 為例. 運動與遊憩研究, 10(3), 15-26.
劉忠宇, 趙向豪, & 龍蔚. (2020). 網紅直播帶貨下消費者購買意願的形成機制——基於紮根理論的分析. 中國流通經濟, 34(8), 48-57.
劉洋, 李琪, & 殷猛. (2020). 網路直播購物特徵對消費者購買行為影響研究. 軟科學, 34(6), 108-114.
林彥廷. (2021). 網紅創作者及其作品對追隨者關注與購買傾向的影響. 碩博士論文網.
梁懷良, 高月慈, & 林鉦棽. (2011). 運動員代言人與產品配適度之文獻回顧.
羅靚, 郭貞, & 羅靚. (2018). 電商直播的使用與滿足研究 (Doctoral dissertation, 羅靚).
許晴華. (2020). 探討 Yahoo TV 運動直播觀看者之社會心理因素與觀看者互動/投入之影響.
黃慧君, 餘真瑩, 黃鬱真, & 林子瑄. (2020). 品牌代言人對消費者購買意願的影響: 以品牌形象為仲介變數. 觀光與休閒管理期刊, 8(1), 177-186.
洪盈禎. (2021). 探討網紅形象對品牌形象與購買意願之影響-以YouTuber為例. 碩博士論文網.
簡子瑭. (2020). 網紅行銷, 暢流效果與知覺有用性對消費者購買意願之影響-以 Instagram 為例.
江逸軒. (2015). 運動代言人可信度對商品效益之探討. 休閒與社會研究, (11), 119-128.
謝佩珊. (2024). 網紅特質對消費者購買保健食品意願之影響 –以產品涉入程度作為調節變數. 碩博士論文網.
謝安妮. (2022). 電商直播的直播主可信度, 互動性與趣味性對消費者購買意願之影響.
趙宏霞, 王新海, & 周寶剛. (2015). B2C 網路購物中線上互動及臨場感與消費者信任研究. 管理評論, (2), 43-54.
周苓棋. (2020). 網路直播之電子商務分析-賦能理論觀點. 國立暨南國際大學資訊管理學系學位論文, 2020, 1-77.
陳慧倩. (2019). 網紅與群眾的相似性及關注吸引力對購買傾向之影響 (Doctoral dissertation, 撰者).
陳瑩. (2023). 3C 科技類 KOL 對消費者行為之影響-以涉入程度為調節變項. 臺北商業大學國際商務系 (所) 學位論文, 2023, 1-66.
陳映羽, & 吳宣融. (2017). 代言人可信度對消費者品牌認同之影響. 管理資訊計算, 6, 93-103.
張旭. (2017). 從網紅到明星, 直播行銷需要打好組合戰. 銷售與市場, (7), 57-59.
張哲瑋. (2020). 探討粉絲對於網紅的依戀與品牌依戀對購買意圖之影響 (Doctoral dissertation, 撰者).
朱逸, & 尹衛華. (2021). 網路直播購物情境下的擬劇化行銷——基於抖音直播平臺的分析與詮釋. 上海對外經貿大學學報, (2), 114-124.
鄒妙妍. (2018). 網紅. 文化研究@ 嶺南, 63(1), 13.
曾濬楓. (2017). 素人影音創作關鍵成功因素之研究.
蘇品嘉. (2022). 網紅自創品牌對消費者購買意願之研究. 碩博士論文網
燕道成, & 談闊霖. (2019). 狂歡理論視閾下網紅經濟與文化的作用機制. 現代傳播: 中國傳媒大學學報, (5), 134-139.
楊明, 董慶興, & 陳燁. (2020). 網路時代的使用者心理及其資訊行為研究綜述. 圖書情報知識, (6), 117-127.
楊剛, 劉顥琳, 徐韻影, & 蘇美多. (2018). 網路直播引導下使用者資訊行為特徵研究. 情報理論與實踐, 41(6), 100.
楊運秀, & 郭芳伃. (2017). 網紅業配文的說服效果: 懷疑人格, 熟悉度及專業性的影響. Marketing Review/Xing Xiao Ping Lun, 14(2).
於健, & 歐韋伶. (2021). 網路涉入, 網路口碑與訊息信任對旅客行動上網產品購買決策影響之研究-歐洲地區為例. 觀光與休閒管理期刊, 9(2), 28-39.
武氏玄. (2022). 網紅特質對代言產品購買意願影響之研究: 以對網紅的態度為仲介變項.
喻昕, 許正良, & 郭雯君. (2017). 線上商戶商品資訊呈現對消費者行為意願影響的研究——基於社會臨場感理論的模型構建. 情報理論與實踐, 40(10), 80-84.