本研究旨在探討台灣社群媒體上自我成長專家的可信度。透過對九位自我成長專家的半結構式訪談、近四個月的社群媒體動態觀察，歸納以下發現：(1) 對於本業為助人工作相關且持有傳統認證者，他們的可信度主要源於過去累積的專業經驗和職能，認證僅為增強其專業口碑，對專業能力提升的依賴度不高。相比之下，來自多元背景並取得新興認證者，認證課程則是他們進入該領域的重要途徑，本研究觀察其可信度主要來自於對該領域的熱忱、持續學習以及「以身作則」。 (2) 無論認證種類或背景，自我成長專家入行早期通常透過熟人轉介獲得客戶，顯示初期的可信度往往建立在入行前的人際信任基礎上。(3) 取得新興認證者展現出較一致的諮詢理念與作法，例如：主打卡牌的使用以幫助來訪者釐清價值觀。(4) 認證單位向取證者傳遞合一價值觀、強化社群互動，建立品牌生態圈，可提升自我成長專家的可信度。(5)自我成長專家引用能支持其生涯價值觀的著作、理論或知識，以增強自身的可信度，然而，積極以自我成長專家的角色作為滿足基本生理需求的主業，可能會削弱其可信度。

This study explores the credibility of self-improvement experts on social media in Taiwan. Through semi-structured interviews with nine experts, a four-month observation of their social media activity, the research reveals several key findings: (1) For individuals in helping professions with traditional certifications, their credibility largely comes from the expertise and experience they have built over time. The certification mainly enhances their professional reputation, with minimal reliance on it for skill development. In contrast, for experts from diverse backgrounds with emerging credential, the training is essential for entering the field, with their credibility rooted in passion, ongoing learning, and a “lead by-example” approach. (2) Regardless of certification type or background, experts in the early stages of their careers often rely on referrals from personal networks, suggesting that initial credibility frequently rests on pre-existing trust. (3) Experts with emerging certifications tend to show more consistent counseling practices, such as using card-based tools to help clients clarify their values. (4) Certification organizations convey unified values to certified individuals, strengthen community interactions, and build a brand ecosystem, which can enhance the credibility of self-improvement experts. (5) Self-improvement experts cite works, theories, or knowledge that support their career values to enhance their credibility. However, actively relying on the role of a self-improvement expert as a primary job to fulfill basic physiological needs may potentially undermine their credibility.

Thesis Validation letter i
Acknowledgement ii
摘要iii
Abstract iv
Table of Content v
Chapter 1: Introduction 1
Chapter 2 Literature Review 3
2.1 Social Media Entrepreneurship as Self-improvement Expert 3
2.1.1 Social Media Entrepreneurship 3
2.1.2 The Rise of Self-improvement Expert on Social Media 3
2.2 Self-improvement Expert on Social Media Platforms in Taiwanese context 5
2.2.1 Entering the helping industry with multiple identities and through non-traditional pathways 5
2.2.2 Diversified Training Programs Foster Unique Counseling Method Portfolios 5
2.2.3 Self-help Expertise Widely Applied on Social Media Platforms 7
2.3 Summary and Research Aim 8
Chapter 3 Research Methodology 9
3.1 Choice of Method and Data Source 9
3.2 Sampling strategy& Selection Criteria 9
3.3 Participants 11
3.4 Designing and structuring interview 15
3.5 Data analysis 16
3.6 Research ethics 16
Chapter 4 Research Result 17
4.1 Starting point of becoming a self-improvement expert 17
4.2 The training process and competency 21
4.3 Support systems and networking of credential programs 29
4.4 Strategies for Personal Brand Building 31
4.5 Challenges of Making Career Counseling a Primary Income Source 35
vi
Chapter 5 Discussion 38
Ch6 Contributions, Limitations, and Future Directions 48
6.1 Contributions 48
6.2 Limitations, and Future Directions 50
References 51
Appendix Ⅰ 54
Appendix Ⅱ 55
Appendix Ⅲ 56

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