根據社群聲量調查，在COVID-19疫情趨緩後，消費者已經逐漸習慣從上妝需求轉為肌膚保養需求，其中以面膜品牌的增長尤為快速。而在虛擬社群的情境中，代言人特質對消費者購買意願有直接的影響，其中又以素人代言人可謂是現今自媒體時代最重要的代言人類型之一。過去已有不少研究證實代言人的說服特性對廣告效果的正向影響。然而，廣告說服特性如何影響廣告價值仍較少有學者有較深入的討論。因此，本研究以素人代言人行銷的受眾為主要研究對象，探討素人代言人的說服特性（吸引力、專業性）是否分別影響不同類型（資訊性、娛樂性）的廣告價值，而廣告價值是否又會影響廣告效果（廣告態度、品牌態度、購買意願）。
本研究採問卷調查法為主要研究方法，並選定購買過素人代言人所銷售面膜的女性消費者為受眾進行問卷發放。研究結果顯示，素人代言人的專業性顯著提升了廣告的資訊價值，而其吸引力則增強了廣告的娛樂性。不論是資訊性廣告價值還是娛樂性廣告價值皆可提升消費者對廣告與品牌的態度。然而，僅有娛樂性價值會直接正向影響購買意願。

According to a social media volume survey, following the easing of the COVID-19 pandemic, consumers have gradually shifted from makeup needs to skincare needs, with a particularly rapid growth in facical mask brands. In virtual community settings, the characteristics of endorsers directly influence consumer purchase intentions, with amateur endorsers being one of the most important types of endorsers in today's era of self-media. Previous studies have confirmed the positive impact of endorsers' persuasive characteristics on advertising effectiveness. However, there has been less scholarly discussion on how advertising persuasive characteristics influence advertising value. Therefore, this study aims to focus on the audience of amateur endorser marketing to explore whether the persuasive characteristics of amateur endorsers (attractiveness, professionalism) affect different types of advertising values (informational, entertainment), and whether advertising value in turn affects advertising effectiveness (advertising attitude, brand attitude, purchase intention).
This study uses a questionnaire survey as the primary research method, targeting female consumers who have purchased facical masks sold by amateur endorsers. The results show that the professionalism of amateur endorsers significantly enhances the informational value of the advertisement, while their attractiveness enhances its entertainment value. Both informational and entertainment values of advertising can improve consumer attitudes towards the advertisement and the brand. However, only entertainment value has a direct positive effect on purchase intention.

論文審定書 ................................................................................................................... i
摘 要 ..................................................................................................................... ii
Abstract .................................................................................................................... iii
目 錄 .................................................................................................................... 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 ....................................................................................... 5
第三節 研究目的 ....................................................................................... 9
第四節 研究問題 ....................................................................................... 9
第五節 研究流程 ..................................................................................... 11
第二章 文獻探討 .................................................................................................... 12
第一節 台灣面膜市場發展與現況 .......................................................... 12
第二節 虛擬社群 ..................................................................................... 15
第三節 素人代言人 ................................................................................. 18
第四節 廣告價值 ..................................................................................... 20
第五節 廣告效果 ..................................................................................... 22
第三章 研究方法 .................................................................................................... 23
第一節 研究架構 ..................................................................................... 23
第二節 研究假設 ..................................................................................... 23
第三節 研究操作性定義與問項 .............................................................. 27
第四節 問卷發放 ..................................................................................... 30
第五節 資料分析法 ................................................................................. 30
v
第四章 研究分析結果 ............................................................................................ 32
第一節 描述性統計分析 .......................................................................... 32
第二節 信度分析 ..................................................................................... 34
第三節 效度分析 ..................................................................................... 35
第四節 差異分析 ..................................................................................... 39
第五節 相關分析 ..................................................................................... 46
第六節 迴歸分析 ..................................................................................... 47
第七節 研究假設檢定結果 ...................................................................... 50
第五章 研究結論與建議 ........................................................................................ 51
第一節 研究結論 ..................................................................................... 51
第二節 研究建議 ..................................................................................... 54
第三節 研究限制與未來研究建議 .......................................................... 56
參考文獻 ................................................................................................................... 58
一、中文部分..................................................................................................... 58
二、英文部分..................................................................................................... 61
三、網路部分..................................................................................................... 72
附錄 正式問卷 .......................................................................................................... 74

一、中文部分
王嵩音(2022)。臉書使用動機與行為對於社會資本的影響。資訊社會研究，42，123-150。
包欣玉(2010)。企劃新型面膜創造顧客價值之研究［未出版之碩士論文］。東海大學企業管理系。
田寒光、張宜平(2022)。社群媒體運用於企業對企業行銷成效之探索性分析。行銷科學學報，18(1)，35-60。
吳宜靜(2020)。台灣面膜廠商策略分析—以「提提研」與「我的美麗日記」為例［未出版之碩士論文］。國立台灣大學國際企業學系。
吳明隆(2007)。SPSS 操作與應用：問卷統計分析實務。五南圖書出版股份有限公司。
吳詩韵(2012)。網路拍賣認知對購買動機與意願之關聯性研究［未出版之碩士論文］。國立宜蘭大學應用經濟與管理學系。
周冠竹(2021)。代言人效果對品牌愛戀和品牌忠誠度之影響－以NBA籃球迷為例［未出版之碩士論文］。義守大學企業管理學系。
林亞君(2011)。台北市女性消費者於連鎖藥妝店對自有品牌商品消費行為之研究-以面膜為例［未出版之碩士論文］。國立交通大學經營管理學系。
林佳儀(2021)。從態度理論探討代言人與產品配適對品牌效果與顧客忠誠之影響［未出版之碩士論文］。國立宜蘭大學應用經濟與管理學系。
林家韻(2022)。探討典型消費者代言人可信度、品牌形象、廣告效果與購買意願關係之研究［未出版之碩士論文］。中國科技大學企業管理學系。
邱昕頤(2014)。女性面膜消費者偏好之研究［未出版之碩士論文］。輔仁大學統計資訊學系應用統計學系。
59
邱皓政(2005)。量化研究法(二)：統計原理與分析技術。台北：雙葉。
邱皓政(2006)。量化研究與統計分析。五南圖書出版股份有限公司。
侯純純、陳姿廷(2020)。臺灣市售片狀面膜包裝視覺設計之研究。商業設計學報，24，201-220。
柯酈霞(2009)。銷售員的外表吸引力與專業能力對發展顧客關係的影響之研究［未出版之碩士論文］。義守大學企業管理學系。
洪薇荃(2016)。面膜包裝之視覺意象之研究［未出版之碩士論文］。台南應用科技大學視覺傳達設計系碩士在職專班。
洪薇荃、王藍亭(2015)。市售面膜包裝設計之視覺意象研究。中華印刷科技年報，6，251-260。
郭玉玲、黃靜雯(2012)。面魔力：皮膚科醫師教你敷對面膜，封住青春。台北市：大康。
陳正昌(2013)。SPSS 與統計分析。台灣五南圖書出版股份有限公司。
陳亭羽、陳美慧、朱雅筠(2006)。多媒體簡訊特性對廣告價值與廣告效果之影響研究。行銷評論，3(3)，279-309。
陳姵穎、柯志祥(2021)。面膜包裝設計對消費者購買決策的影響。工業設計，144，41-46。
陳美純、葉星賢(2019)。生活型態與人口統計變數對網路購物意願之研究。萬能學報，41，53-76。
陳婉綾、郭宗賢、田寒光(2021)。網紅與粉絲關係品質、信任轉移與自我監控對品牌推薦影響之研究。行銷科學學報，17(1)，67-88。
童琬佩(2007)。藥妝店自有品牌面膜之消費者購買行為研究［未出版之碩士論文］。國立臺灣大學國際企業學系。
60
馮天昱、陳玉華(2015)。社群行銷之網路互動性與訊息論點品質對購買意願的影響效應，資訊傳播研究，5(2)，47-71。
黃郁涵(2018)。專業性消息來源與內容呈現形式影響新聞可信度之研究［未出版之碩士論文］。國立台灣師範大學圖文傳播學系。
黃靖惠、劉宏毅(2018)。以［科技］為名：藥妝產品廣告的說明、用詞與說服策略之分析。新聞學研究，136，1-50。
黃慧君、余真瑩、黃郁真、林子瑄(2020)。品牌代言人對消費者購買意願的影響：以品牌形象為中介變數。觀光與休閒管理期刊，8(1)，177-186。
楊家茵(2022)。面膜產品滿意度及再購買意願之研究［未出版之碩士論文］。經國管理暨健康學院健康管理學系。
溫淑梅(2015)。臉部保養品的消費者行為之研究［未出版之碩士論文］。國立彰化師範大學企業管理學系。
詹艾庭(2021)。美粧保養品之新創品牌策略－以燕皙水嫩保濕面膜為例［未出版之碩士論文］。國立臺灣師範大學全球經營與策略研究所。
廖方瑜(2007)。比較電子郵件廣告之許可式郵件與垃圾郵件: 廣告價值, 知覺入侵及廣告態度對廣告效果之研究［未出版之碩士論文］。國立成功大學企業管理學系。
廖佩珊、邱昕頤(2015)。女性面膜消費者偏好之研究。數據分析，10(5)，31-48。
翟本瑞(2011)。從社區、虛擬社區到社會網絡網站：社會理論的變遷。資訊社會研究，21，1-31。
劉偉庭(2016)。品牌社群經營對消費者購買意願之研究─以TT面膜之Facebook粉絲專頁為例［未出版之碩士論文］。世新大學資訊傳播學系。
劉麗惠(2013)。美麗產業商機無限-揮別代工，台商朝品牌路邁進。貿易雜誌，266，60-63。
61
潘彥廷(2007)。部落格的品牌社群經營與購買意願之關係研究［未出版之碩士論文］。國立政治大學廣告電視學系。
蔡碧霞(2021)。女性對面膜之消費行為研究［未出版之碩士論文］。長庚大學商管專業學院碩士學位學程在職專班經營管理組。
賴正育、謝孟婷(2022)。代言人類型與訊息可信度對運動品牌購買意願之影響。觀光與休閒管理期刊，10(2)，180-192。
賴玉淳(2012)。女性對自創品牌面膜之消費行為研究［未出版之碩士論文］。嶺東科技大學高階主管企管碩士在職專班。
賴宛琦(2006)。產品相關屬性資訊處理與消費者認知及偏好行為之分析：以女性保養品為例［未出版之碩士論文］。國立台灣大學國際企業學系。
賴彥慈(2018)。以廣告價值模型探討線上社群影響者廣告效果-說服知識及產品涉入作為調節變數［未出版之碩士論文］。國立交通大學經營管理研究所。
鍾明秀(2013)。品牌社群參與動機與認同對品牌忠誠度影響之研究-以 Facebook 品牌粉絲專頁為例［未出版之碩士論文］。世新大學資訊管理學系。
魏筱軒(2020)。影響女性消費者面膜購買意願的因素研究［未出版之碩士論文］。中國科技大學企業管理學系。
羅偉哲、彭昱翔、曾文育(2015)。運動品牌代言人對消費者購買意願之影響-以台灣影視明星代言 Reebok 和 Adidas 為研究案例。運動知識學報，12，214-221。
二、英文部分
Adedeji, A. O. (2021). Effectiveness of celebrity endorsement on advertisement in achieving consumer brand preference. International Journal of Multidisciplinary: Applied Business and Education Research, 2(12), 1469-1481.
62
Agam, D. N. L. A. (2017). Celebrity endorser physical attractiveness effect on consumers’ attitude toward online advertisement. Australian Journal of Accounting, Economics and Finance, 3(1), 25-29.
Anderson, E. W. (1998). Customer satisfaction and word of mouth. Journal of Service Research, 1(1), 5-17.
Arief, M., Mustikowati, R. I., & Chrismardani, Y. (2023). Why customers buy an online product? The effects of advertising attractiveness, influencer marketing and online customer reviews. Journal of Management and Research, 21(1), 1-19.
Bagozzi, R. P., & Dholakia, U. M. (2002). Intentional social action in virtual communities. Journal of Interactive Marketing, 16(2), 2-21.
Baxter, S., Ilicic, J., & Kulczynski, A. (2015). What’s in a name? Examining the effect of phonetic fit between spokesperson name and product attributes on source credibility. Marketing Letters, 26, 525-534.
Bekk, M., Spörrle, M., Völckner, F., Spieß, E., & Woschée, R. (2017). What is not beautiful should match: how attractiveness similarity affects consumer responses to advertising. Marketing Letters, 28(4), 509-522.
Belanche, D., Cenjor, I., & Pérez-Rueda, A. (2019). Instagram stories versus Facebook Wall: An advertising effectiveness analysis. Spanish Journal of Marketing, 23(1), 69-94.
Bell, R., & Buchner, A. (2018). Positive Effects of Disruptive Advertising on Consumer Preferences. Journal of Interactive Marketing, 41, 1 - 13.
Cabitza, F., Colombo, G., & Simone, C. (2013). Leveraging underspecification in knowledge artifacts to foster collaborative activities in professional communities. International Journal of Human-Computer Studies, 71(1), 24-45.
63
Casaló, L. V., Flavián, C., & Guinalíu, M. (2008). The role of satisfaction and website usability in developing customer loyalty and positive word-of-mouth in the e- banking services. International Journal of Bank Marketing, 26(6), 399-417.
Charles, A., & Martin, B. (1983). Effectiveness of Celebrity Endorsers. Journal of Advertising Research, 23(1), 54-62.
Charles, D. J., & Simon, J. E. (1990). Comparison of extraction methods for the rapid determination of essential oil content and composition of basil. Journal of the American Society for Horticultural Science, 115(3), 458-462.
Chekima, B., Chekima, F. Z., & Adis, A. A. A. (2020). Social media influencer in advertising: The role of attractiveness, expertise and trustworthiness. Journal of Economics and Business, 3(4), 1507-1515.
Chen, W. K., Ling, C. J., & Chen, C. W. (2023). What affects users to click social media ads and purchase intention? The roles of advertising value, emotional appeal and credibility. Asia Pacific Journal of Marketing and Logistics, 35(8), 1900-1916.
Chi, H. H. (2011). Interactive digital advertising vs. virtual brand community: Exploratory study of user motivation and social media marketing responses in Taiwan. Journal of Interactive Advertising, 12(1), 44-61.
Cho, V. (2021). The effectiveness of advertising strategy: the impact of informative and entertainment value on consumer trusts and subsequent engagement. International Journal of Business & Management Studies, 2(7), 2694-1449.
Choi, S. M., & Rifon, N. J. (2002). Antecedents and consequences of web advertising credibility: A study of consumer response to banner ads. Journal of Interactive Advertising, 3(1), 12-24.
64
Choi, Y. H., Kim, S. E., & Lee, K. H. (2022). Changes in consumers’ awareness and interest in cosmetic products during the pandemic. Fashion and Textiles, 9, 1-19.
Choi, Y. K., Zhang, R., & Sung, C. (2023). Attractiveness or expertise? Which is more effective in beauty product endorsement? Moderating role of social distance. International Journal of Advertising, 42(7), 1201-1225.
Chu, S. C., & Kamal, S. (2008). The effect of perceived blogger credibility and argument quality on message elaboration and brand attitudes: An exploratory study. Journal of interactive Advertising, 8(2), 26-37.
Cronbach, L. J. (1951). Coefficient alpha and the internal structure of tests. Psychometrika, 16(3), 297-334.
Disastra, G. M., Hanifa, F. H., Wulandari, A., & Sastika, W. (2019, March). The influence of advertising value on advertising attitude and its impact on purchase intention. In Social and Humaniora Research Symposium (pp. 426-432). Atlantis Press.
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.
Dolphina, E., Baskara, I., Diawati, P., Rachman, H., & Budiastuti, S. (2023). The Effect of Endorsement and Product Quality on Brand Image and Its Implication on Customer Loyalty of Fashion Product. Jurnal Ekonomi, Manajemen, dan Akuntansi, 9(1), 93-99.
Ducoffe, R. H. (1995). How consumers assess the value of advertising. Journal of Current Issues and Research in Advertising, 17(1), 1-18.
Ducoffe, R. H. (1996). Advertising value and advertising on the web-Blog@ management. Journal of Advertising Research, 36(5), 21-32.
65
Eisend, M., & Langner, T. (2010). Immediate and delayed advertising effects of celebrity endorsers’ attractiveness and expertise. International Journal of Advertising, 29(4), 527-546.
Faatin, D. F., Sudono, A., & Pratama, A. R. (2022). The Effectiveness of Endorser’s Credibility on Purchase Decisions (A Study of Instagram Account@ kulinerbandung). The Journal Gastronomy Tourism, 9(1), 45-55.
Feick, L., & Higie, R. A. (1992). The effects of preference heterogeneity and source characteristics on ad processing and judgements about endorsers. Journal of Advertising, 21(2), 9-24.
Ford, J. K., MacCallum, R. C., & Tait, M. (1986). The application of exploratory factor analysis in applied psychology: A critical review and analysis. Personnel Psychology, 39(2), 291-314.
Fournier, S., & Lee, L. (2009). Getting brand communities right. Harvard Business Review, 87(4), 105-111.
Fournier, S., Dobscha, S., & Mick, D. G. (1998). The premature death of relationship marketing. Harvard Business Review, 76(1), 42-51.
Freiden, J. B. (1982). An evaluation of spokesperson and vehicle source effects in advertising. Current Issues and Research in Advertising, 5(1), 77-87.
Freiden, J. B. (1984). Advertising spokesperson effects-An examination of endorser type and gender on 2 audiences. Journal of Advertising Research, 24(5), 33-41.
Friedman, H. H., & Friedman, L. (1979). Endorser effectiveness by product type. Journal of Advertising Research, 19(5), 63–71.
Gardner, M. P. (1985). Does attitude toward the ad affect brand attitude under a brand evaluation set?. Journal of Marketing Research, 22(2), 192-198.
66
Goldsmith, R., Lafferty, B., & Newell, S. (2000). The Impact of Corporate Credibility and Celebrity Credibility on Consumer Reaction to Advertisements and Brands. Journal of Advertising, 29, 43 - 54.
Gracia, D. B., Cenjor, I., & Rueda, A. P. (2019). Instagram Stories versus Facebook Wall: An advertising effectiveness analysis. Spanish Journal of Marketing-ESIC, 23(1), 69-94.
Guerriero, F., & Guido, R. (2011). Operational research in the management of the operating theatre: a survey. Health Care Management Science, 14, 89-114.
Gupta, P., Burton, J. L., & Costa Barros, L. (2023). Gender of the online influencer and follower: the differential persuasive impact of homophily, attractiveness and product-match. Internet Research, 33(2), 720-740.
Hagel, J., & Armstrong, A. (1997). Net gain: Expanding markets through virtual communities. Harvard Business Press.
Hootsuite(2022). Digital 2022: Global overview report. Retrieved from https://datareportal.com/reports/digital-2022-global-overview-report
Huang, Y. C., Yang, M., & Wang, Y. C. (2014). Effects of green brand on green purchase intention. Marketing Intelligence and Planning, 32(3), 250268.
Hussain, A., Ting, D. H., & Mazhar, M. (2022). Driving consumer value co-creation and purchase intention by social media advertising value. Frontiers in Psychology, 13, 1-11.
Ikawati, K., Militina, T., & Achmad, G. N. (2021). The effect of celebrity endorsers and advertising attractiveness on brand image and purchase decisions for Tokopedia application users in Samarinda. International Journal of Economics, Business and Accounting Research, 5(2), 461-471.
67
Kahle, L. R., & Homer, P. M. (1985). Physical attractiveness of the celebrity endorser: A social adaptation perspective. Journal of Consumer Research, 11(4), 954-961.
Kaiser, H. F. (1974). An index of factorial simplicity. Psychometrika, 39(1), 31-36.
Kaiser, M. (1974). Kaiser-Meyer-Olkin measure for identity correlation matrix. Journal of the Royal Statistical Society, 52(1), 296-298.
Kamins, M. A. (1989). Celebrity and Non-Celebrity Advertising in A Two-Sided Context. Journal of Advertising Research, 29(3), 34-42.
Karunarathne, E. A. C. P., & Thilini, W. A. (2022). Advertising value constructs’ implication on purchase intention: Social media advertising. Management Dynamics in the Knowledge Economy, 10(3), 287-303.
Kaur, H., Paruthi, M., Islam, J., & Hollebeek, L. D. (2020). The role of brand community identification and reward on consumer brand engagement and brand loyalty in virtual brand communities. Telematics and Informatics, 46, 1-12.
Kaushal, S. K., & Kumar, R. (2016). Influence of Attitude Towards Advertisement on Purchase Intention: Exploring the Mediating Role of Attitude Towards Brand Using SEM Approach. Journal of Marketing Management, 15(4), 44-59.
Khan, MM, Memon, Z., & Kumar, S.,(2019). Celebrity Endorsement and Purchase Intention: The Role of Perceived Quality and Brand Loyalty. Market Forces, 14(2), 99-120.
Kusumastuti, A., Azizah, U. N., & Ansori, M. (2024). Clay Facial Masks of Curcuma domestica Val: Formulation and Characterisation Study. Journal of Advanced Research in Applied Sciences and Engineering Technology, 59(1), 147-159.
Labrecque, L. I. (2014). Fostering consumer–brand relationships in social media environments: The role of parasocial interaction. Journal of Interactive Marketing, 28(2), 134-148.
68
Laura, L. (2020). Gender influence on the perception of celebrity endorsement. Studia Universitatis Vasile Goldiş, Arad-Seria Ştiinţe Economice, 30(2), 13-23.
Lavidge, R. J., & Steiner, G. A. (1961). A model for predictive measurements of advertising effectiveness. Journal of Marketing, 25(6), 59-62.
Li, M., Wang, Q., & Cao, Y. (2022). Understanding consumer online impulse buying in live streaming e-commerce: A stimulus-organism-response framework. International Journal of Environmental Research and Public Health, 19(7), 1-17.
Lo, H. C., Yang, M. J., Huang, C. T., & Chien, C. Y. (2022). Does income influence rational decisions. Ekonomski Horizonti, 24(2), 195-209.
Lou, C., & Yuan, S. (2019). Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media. Journal of Interactive Advertising, 19, 58 - 73.
MacKenzie, S. B., & Lutz, R. J. (1989). An empirical examination of the structural antecedents of attitude toward the ad in an advertising pretesting context. Journal of Marketing, 53(2), 48-65.
Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons, 52(4), 357-365.
Miciak, A. R., & Shanklin, W. L. (1994). Choosing celebrity endorsers. Marketing Management, 3(3), 50-59.
Mitra, K., Reiss, M. C., & Capella, L. M. (1999). An examination of perceived risk, information search and behavioral intentions in search, experience and credence services. Journal of Services Marketing. 13(3), 208-228.
69
Morganti, P., & Morganti, G. (2020). Surgical & beauty facial masks: The new waste problem of post COVID-19. Journal of Scientific and Technical Research, 29(4), 22940-22950.
Muda, M., Musa, R., Mohamed, R. N., & Hamzah, H. (2011, December). The influence of perceived celebrity endorser credibility on urban women's responses to skincare product advertisement. In 2011 IEEE Colloquium on Humanities, Science and Engineering (pp. 620-625). IEEE.
Muniz, A. M., & O'guinn, T. C. (2001). Brand community. Journal of Consumer Research, 27(4), 412-432.
Munnukka, Juha, Outi Uusitalo, and Hanna Toivonen (2016). Credibility of a peer endorser and advertising effectiveness. Journal of Consumer Marketing, 33(3), 182-192.
Nagar, K. (2015). Consumers’ evaluation of ad-brand congruity in comparative advertising. Journal of International Consumer Marketing, 27(3), 253-276.
Nunnally, J. C. (1978). An overview of psychological measurement. Clinical Diagnosis of Mental Disorders, 34, 97-146.
Nyamakanga, N. F., Viljoen, K., & Ford, M. (2019). Local and international celebrity endorsers’ credibility and consumer purchase intentions. Acta Commercii, 19(1), 1-9.
Ohanian, R. (1991). The impact of celebrity spokespersons' perceived image on consumers' intention to purchase. Journal of Advertising Research, 31(1), 46–54.
Orth, U., Koenig, H., & Firbasova, Z. (2007). Cross‐national differences in consumer response to the framing of advertising messages. European Journal of Marketing, 41, 327-348.
70
Paridon, T. J., Carraher, S., & Carraher, S. C. (2006). The income effect in personal shopping value, consumer self-confidence, and information sharing (word of mouth communication) research. Academy of Marketing Studies Journal, 10(2), 107.
Park, C. W., Jaworski, B. J., & MacInnis, D. J. (1986). Strategic brand concept-image management. Journal of Marketing, 50(4), 135-145.
Petroshius, S. M., & Crocker, K. E. (1989). An empirical analysis of spokesperson characteristics on advertisement and product evaluations. Journal of the Academy of marketing Science, 17, 217-225.
Petty, R. E., & Cacioppo, J. T. (1986). The elaboration likelihood model of persuasion. Advances in Experimental Social Psychology, 19, 123-205.
Qiu, L., Chen, X., & Lee, T. J. (2021). How can the celebrity endorsement effect help consumer engagement? A case of promoting tourism products through live streaming. Sustainability, 13(15), 1-16.
Raluca, C. A. (2012). Celebrity endorsement strategy. Annals of the Constantin Brancusi University of Targu Jiu: Economy Series, 3, 75-79.
Regina, R., & Anindita, R. (2022). The Influence of Attractiveness, Credibility and Brand Attitudes towards Consumer Buying Intentions on Skincare Products. Journal of Business Management, 4(1), 11-20.
Rheingold, H. (1993).The virtual community: Homesteading on the electronic frontier. MIT press.
Rossiter, J. R. & Larry P. (1987). Advertising and Promotion Management. New York: McGraw-Hill.
71
Saffer, A. J., Sommerfeldt, E. J., & Taylor, M. (2013). The effects of organizational Twitter interactivity on organization–public relationships. Public Relations Review, 39(3), 213-215.
Sari, Y. M., Hayu, R. S., & Salim, M. (2021). The Effect of Trustworthiness, Attractiveness, Expertise, and Popularity of Celebrity Endorsement. Journal of Management and Entrepreneurship, 9(2), 163-172.
Schouten, A. P., Janssen, L., & Verspaget, M. (2020). Celebrity vs. Influencer endorsements in advertising: The role of identification, credibility, and Product-Endorser fit. International Journal of Advertising, 39(2), 258-281.
Speece, M. (2002). Consumer value orientation in Vietnam’urban middle class. Der Markt, 41, 157-168.
Teixeira, T., & Stipp, H. (2013). Optimizing the Amount of Entertainment in Advertising. Journal of Advertising Research, 53, 286 - 296.
Thomas, T., & Johnson, J. (2017). The impact of celebrity expertise on advertising effectiveness: The mediating role of celebrity brand fit. Vision, 21(4), 367-374.
Tobias, S., & Carlson, J. E. (1969). Brief report: Bartlett's test of sphericity and chance findings in factor analysis. Multivariate Behavioral Research, 4(3), 375-377.
Van-Tien Dao, W., Nhat Hanh Le, A., Ming-Sung Cheng, J., & Chao Chen, D. (2014). Social media advertising value: The case of transitional economies in Southeast Asia. International Journal of Advertising, 33(2), 271-294.
Wang, L., & Dong, M. (2022). Does male beauty really work: The impact of male endorsements on female consumers’ evaluation of female-gender-imaged product. Acta Psychologica Sinica, 54(2), 192-204.
Woods, C. B., James, E. L., Baxter, S., King, E., Palazzi, K., & Oldmeadow, C. (2017). Celebrity? Doctor? Celebrity doctor? Which spokesperson is most effective for
72
cancer prevention. In E. Kendal & B. Diug (Eds.), Teaching medicine and medical ethics using popular culture (pp. 71-98). Springer.
Wu, R., Wang, G., & Yan, L. (2020). The effects of online store informativeness and entertainment on consumers’ approach behaviors: Empirical evidence from China. Asia Pacific Journal of Marketing and Logistics, 32(6), 1327-1342.
Yang, J., Li, Y., Calic, G., & Shevchenko, A. (2020). How multimedia shape crowdfunding outcomes: The overshadowing effect of images and videos on text in campaign information. Journal of Business Research, 117, 6-18.
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2-22.
三、網路部分
Kacey Culliney(2020, Aug 20). Sheer size and scale': Alibaba and Amazon to dominate health and beauty e-commerce boom. CosmeticsDesign. Retrieved from https://reurl.cc/ykAqqM
KOL Radar(2022年06月13日)。2022美妝產業網紅行銷洞察報告書。iKala。取自https://www.kolradar.com/reports/2022-beauty-report
中時新聞網(2019年02月23日)。一年敷掉一億片面膜！台灣面膜產量居全球第一。中時新聞網。取自https://www.chinatimes.com/fashion/20190223003579-263902?chdtv
王一芝(2019年01月09日)。花3年取得認證，台灣面膜如何進軍歐洲市場。天下雜誌。取自https://reurl.cc/ERj6dn
產業情報研究所(2017年01月16日)。臉書刺激購物 20-24歲最受影響。資策會。https://mic.iii.org.tw/news.aspx?id=453&List=130
73
楊喻斐(2014年02月28日)。台灣臉書滲透率冠全球。蘋果日報。。取自http://www.appledaily.com.tw/appledaily/article/finance/20140228/35670111/
經濟部統計處(2019年01年15日)。藥品、醫療及化妝品零售業銷售穩健。經濟部統計處。取自https://www.moea.gov.tw/Mns/dos/bulletin/Bulletin.aspx?kind=9&html=1&menu_id=18808&bull_id=5661
網路溫度計(2015年06月25日)。台灣印象！外國人眼中台灣的十大代表特色。網路溫度計。取自http://dailyview.tw/Daily/2015/06/25
聚光燈官方網站 (2024年03月19日)。取自https://www.jcspotlight.com.tw/