隨著網路普及與社群網站的崛起，網路紅人利用社群網站的媒介，在訊息或影片的快速傳遞下達到爆紅的效果，而網路紅人也逐漸成為產品代言對象的趨勢，過去研究以往在產品代言上以專家與明星代言為主，但過去研究對於網路紅人之研究卻仍顯不足，因此本研究藉由探討大眾對於網路紅人的來源可信度進而影響消費者對於網路紅人的名人認同以及偶像崇拜，最後達到消費者對於網紅代言產品的購買意願之說服效果。
本研究中的三個研究都在PTT上以非隨機便利抽樣的方式發放，研究一就整體網紅而言，可信賴性、專業性、吸引力都正向的影響名人認同與偶像崇拜，但可信賴性與專業性則相對較吸引力低，而名人認同與偶像崇拜皆影響消費者對網紅推薦的產品產生購買意願。研究二在十種代言人類型的比較中，發現網紅其吸引力依舊是其很大特性，在分群下與通告藝人及模特兒的性質較為相同。研究三結果發現針對所篩選出的10位網紅，受測者認為網紅其特性吸引力高但專業度普遍較低。
整體而言網紅有別於專家與明星的特性，受訪者普遍認為網紅的吸引力較高，但其專業性普遍較低，而消費者若對網紅有崇拜以及認同的行為，則更容易受到網紅說服進而產生購買其代言產品的行為，本研究結果也有助於企業主了解在運用網紅代言產品時，其與其他代言人之間的差別為何？並可藉此研究擴充過去對於網路紅人研究的不足。

With the popularity of the Internet and the rise of social networking sites, Internet celebrities take social networking sites as medium. Messages and videos are able to be spread faster and go viral overnight. As a result, Internet celebrities have gradually become the trend of product endorsement. Previous studies mainly focus on product endorsement of experts and stars so there is insufficiency for the study of Internet celebrities. In this study, we will explore the source credibility of Internet celebrities which will influence the consumers’ celebrity identification and idolatry and investigate the eventual consequences of consumers’ purchase intentions on Internet celebrities’ endorsement.
Three studies in this thesis are presented by a non-random convenience sampling on PTT. Firstly,Study one shows that for all internet celebrities, trustworthiness and expertise, attractiveness positively affects celebrity identification and idolatry. Precisely, the influence of attractive is higher than trustworthiness and expertise. Furthermore, credibility identification and celebrity worship has positive impacts on purchase intention. In study two, comparisons of ten types of spokesperson shows that the attractiveness of Internet celebrities is still an influential characteristic. After the cluster analysis, the characteristics of internet celebrities is quite similar to entertainers and models.Study three finds that selected 10 internet celebrities are characterized by high attractiveness but low expertise according to our respondents.
Overall, internet celebrities are different from the characteristics of experts and stars, respondents generally believe that the attractiveness of internet celebrities higher, but its expertise low, If consumers for internet celebrities have celebrity worship and credibility identification behavior. It will be persuaded by internet celebrities and then produce purchase intention. The results of this study also help business owners understand when using internet celebrities endorsement products,what is the difference between internet celebrities and other spokespersons? And can expand the past for the lack of internet celebrity research.

摘要 I
英文摘要 II
致謝 III
目錄 IV
表目錄 V
圖目錄 VI
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究流程 4
第二章 文獻探討 5
第一節 網路紅人 (Internet Celebrity) 5
第二節 來源可信度 (Source Credibility) 8
第三節 名人認同 (Celebrity Identification) 13
第四節 偶像崇拜 (Celebrity Worship) 15
第五節 購買意願 (Purchase Intention) 17
第三章 研究方法 18
第一節 研究架構 18
第二節 研究假說 18
第三節 統計方法 26
第四節 研究設計 29
第四章 實證研究 30
第一節 研究一 30
第二節 研究二 42
第三節 研究三 58
第五章 研究結論與建議 75
第一節 研究結論 75
第二節 學術意涵及管理意涵 76
第三節 研究限制與未來研究建議 77
參考文獻 78
附錄 86
A 研究一問卷 86
B 研究二問卷 88
C 研究三問卷 91

百度百科：網路紅人。2017年6月4日，取自網址https://baike.baidu.com/history/%E7%BD%91%E7%BB%9C%E7%BA%A2%E4%BA%BA/20612565
邱皓政(2003)。結構方程模式─LISR EL 的理論、技術與應用。台北：五南。
林震岩. (2007). 多變量分析: SPSS 的操作與應用. 台北: 智勝文化事業有限公司.
胡泳, & 张月朦. (2017). 网红的兴起及走向. 新闻与写作, (1), 41-45.
黃芳銘(2006)，結構方程模式-理論與應用(四版). 臺北市: 五南。
黃俊英. (2000). 多變量分析. 中國經濟企業研究所出版.
葉香麟( 2003)，品牌形象、品牌關係與知覺品質關係之研究-以美白化妝品業為例。銘傳大學管理科學研究所。
Adams-Price, C., & Greene, A. L. (1990). Secondary attachments and adolescent self concept. Sex roles, 22(3), 187-198.
Ajzen, I., & Fishbein, M. (1975). Belief, attitude, intention and behavior: An introduction to theory and research.
Alperstein, N. M. (1991). Imaginary social relationships with celebrities appearing in television commercials. Journal of Broadcasting & Electronic Media, 35(1), 43-58.
Applbaum, R. F., & Anatol, K. W. (1972). The factor structure of source credibility as a function of the speaking situation.
Atkin, C., & Block, M. (1983). Effectiveness of celebrity endorsers. Journal of advertising research.
Bagozzi, R. P., Tybout, A. M., Craig, C. S., & Sternthal, B. (1979). The construct validity of the tripartite classification of attitudes. Journal of Marketing Research, 88-95.
Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the academy of marketing science, 16(1), 74-94.
Belch, G. E., & Belch, M. A. (2003). Advertising and promotion: An integrated marketing communications perspective. The McGraw− Hill.
Bennett, J., & Holmes, S. (2010). The ‘place’of television in celebrity studies. Celebrity studies, 1(1), 65-80.
Bentler, P. M., & Wu, E. J. (1993). EQS-Windows user's guide: version 4. BMDP Statistical
　　Software.
Bhattacharya, C. B., & Sen, S. (2003). Consumer-company identification: A framework for understanding consumers’ relationships with companies. Journal of marketing, 67(2), 76-88.
Blackwell, R. D., Miniard, P. W., & Engel, J. F. (2012). Consumer Behavior. Singapore: Cengage Learning
Bowers, J. W., & Phillips, W. A. (1967). A note on the generality of source‐credibility scales.
Bower, A. B., & Landreth, S. (2001). Is beauty best? Highly versus normally attractive models in advertising. Journal of Advertising, 30(1), 1-12.
Brown, W. J., Basil, M. D., & Bocarnea, M. C. (2003). The influence of famous athletes on health beliefs and practices: Mark McGwire, child abuse prevention, and androstenedione. Journal of health communication, 8(1), 41-57.
Brown, W. J., & Fraser, B. P. (2008). Global identification with celebrity heroes. In　S. Drucker & G. Gumpert (Eds.), Heroes in a Global World. Cresskill, NJ: Hampton Press, Inc.
Brown, W. J. (2010). Steve Irwin's influence on wildlife conservation. Journal of Communication, 60(1), 73-93.
Buhr, T. A., Simpson, T. L., & Pryor, B. (1987). Celebrity endorsers' expertise and perceptions of attractiveness, likability, and familiarity. Psychological Reports.
Burke, K. (1925). Psychology and form. The Dial, 79(1), 34-46.
Burns, K. S. (2009). Celeb 2.0: how social media foster our fascination with popular culture. ABC-CLIO.
Braunsberger, K., & Munch, J. M. (1998). Source expertise versus experience effects in hospital advertising. Journal of Services Marketing, 12(1), 23-38.
Byrne, D. (1969). Attitudes and attraction. Advances in experimental social psychology, 4, 35-89.
Cheung, M. Y., Luo, C., Sia, C. L., & Chen, H. (2009). Credibility of electronic word-of-mouth: Informational and normative determinants of on-line consumer recommendations. International Journal of Electronic Commerce, 13(4), 9-38.
Chiou, J. S., Huang, C. Y., & Chuang, M. C. (2005). Antecedents of Taiwanese adolescents' purchase intention toward the merchandise of a celebrity: The moderating effect of celebrity adoration. The Journal of social psychology, 145(3), 317-334.
Chrien, R. E., Bart, S., Pile, P., Sutter, R., Tsoupas, N., Funsten, H. O., ... & Lieb, B. J. (1988). Search for bound states of the η meson in light nuclei. Physical review letters, 60(25), 2595.
Cohen, J. (2001). Defining identification: A theoretical look at the identification of audiences with media characters. Mass Communication & Society, 4(3), 245-264.
Cohen, J. B., & Golden, E. (1972). Informational social influence and product evaluation. Journal of applied Psychology, 56(1), 54.
Cooper, D. R., & Schindler, P. S. (2010). Business research methods (企業研究方法), 古永嘉, 楊雪蘭譯.
Cornwell, T. B., & Coote, L. V. (2005). Corporate sponsorship of a cause: the role of identification in purchase intent. Journal of Business Research, 58(3), 268-276.
Crano, W. D. (1970). Effects of sex, response order, and expertise in conformity: A dispositional approach. Sociometry, 239-252.
Crisci, R., & Kassinove, H. (1973). Effect of perceived expertise, strength of advice, and environmental setting on parental compliance. The Journal of Social Psychology, 89(2), 245-250.
DeSarbo, W. S., & Harshman, R. A. (1985). Celebrity-brand congruence analysis. Current issues and research in advertising, 8(1), 17-52.
Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers' product evaluations. Journal of marketing research, 307-319.
Eagly, A. H., & Chaiken, S. (1993). The psychology of attitudes. Harcourt Brace Jovanovich College Publishers.
Flanagin, A. J., & Metzger, M. J. (2008). The credibility of volunteered geographic information. GeoJournal, 72(3-4), 137-148.
Fogg, B. J., & Tseng, H. (1999, May). The elements of computer credibility. In Proceedings of the SIGCHI conference on Human Factors in Computing Systems (pp. 80-87). ACM.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 39-50.
Fraser, B. P., & Brown, W. J. (2002). Media, celebrities, and social influence: Identification with Elvis Presley. Mass Communication & Society, 5(2), 183-206.
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.
Gamson, J. (2011). The unwatched life is not worth living: The elevation of the ordinary in 　celebrity culture. PMLA, 126(4).
Giles, D. (2000). Illusions of immortality: A psychology of fame and celebrity. Palgrave Macmillan.
Giles, D. C., & Maltby, J. (2004). The role of media figures in adolescent development: Relations between autonomy, attachment, and interest in celebrities. Personality and individual differences, 36(4), 813-822.
Gottlieb, J. B., & Sarel, D. (1991). Comparing advertising effectiveness: The role of involvement and source credibility. Journal of Advertising, 20, 38-45.
Graeme, T. (2004). Understanding celebrity.
Gunther, A. C. (1992). Biased press or biased public? Attitudes toward media coverage of social groups. Public Opinion Quarterly, 56(2), 147-167.
Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2006).Multivariate data analysis (Vol. 6). Upper Saddle River, NJ: Pearson Prentice Hall.
Hamilton, W. A., Garretson, O., & Kerne, A. (2014, April). Streaming on twitch: fostering participatory communities of play within live mixed media. In Proceedings of the 32nd annual ACM conference on Human factors in computing systems (pp. 1315-1324). ACM.
Hovland, C. I., & Weiss, W. (1951). The influence of source credibility on communication effectiveness. Public opinion quarterly, 15(4), 635-650.
Hovland, C. I., Janis, I. L., & Kelley, H. H. (1953). Communication and persuasion; psychological studies of opinion change.
Joseph, W. B. (1982). The credibility of physically attractive communicators: A review. Journal of advertising, 11(3), 15-24.
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.
Kamins, M. A., Brand, M. J., Hoeke, S. A., & Moe, J. C. (1989). Two-sided versus one-sided celebrity endorsements: The impact on advertising effectiveness and credibility. Journal of advertising, 18(2), 4-10.
Kamins, M. A., & Gupta, K. (1994). Congruence between spokesperson and product type: A matchup hypothesis perspective. Psychology & Marketing, 11(6), 569-586.
Keller, K. L. (2001). Building customer-based brand equity. Marketing management, 10(2), 14-19.
Kelman, H. C. (1961). Processes of opinion change. Public opinion quarterly, 25(1), 57-78.
Kineta, H., Chan, K. W., & Tse, C. H. (2011). Assessing celebrity endorsement effects in China. Journal of Advertising Research, 51(4), 608-623.
Kwon, H. H., & Armstrong, K. L. (2002). Factors influencing impulse buying of sport team licensed merchandise. Sport Marketing Quarterly, 11(3).
Leets, L., De Becker, G., & Giles, H. (1995). Fans exploring expressed motivations for contacting celebrities. Journal of Language and Social Psychology, 14(1-2), 102-123.
Liu, C., & Arnett, K. P. (2000). Exploring the factors associated with web site success in the context of electronic commerce. Information and Management, 38(1), 23-33.
Maddux, J. E., & Rogers, R. W. (1980). Effects of source expertness, physical attractiveness, and supporting arguments on persuasion: A case of brains over beauty. Journal of personality and social psychology, 39(2), 235.
Madrigal, R. (2001). Social identity effects in a belief–attitude–intentions hierarchy: Implications for corporate sponsorship. Psychology & Marketing, 18(2), 145-165.
Maltby, J., Day, L., McCutcheon, L. E., Gillett, R., Houran, J., & Ashe, D. D. (2004). Personality and coping: A context for examining celebrity worship and mental health. British Journal of Psychology, 95(4), 411-428.
Marshall, P. D., & Redmond, S. (2015). A companion to celebrity. John Wiley & Sons.
McCracken, G. (1989). Who is the celebrity endorser? Cultural foundations of the endorsement process. Journal of consumer research, 16(3), 310-321.
Mayer, R. C., Davis, J. H., & Schoorman, F. D. (1995). An integrative model of organizational trust. Academy of management review, 20(3), 709-734.
McCutcheon, L. E., Lange, R., & Houran, J. (2002). Conceptualization and measurement of celebrity worship. British journal of psychology, 93(1), 67-87.
McGinnies, E., & Ward, C. D. (1980). Better liked than right: Trustworthiness and expertise as factors in credibility. Personality and Social Psychology Bulletin, 6(3), 467-472.
McKnight, D. H., & Chervany, N. L. (2001). Trust and distrust definitions: One bite at a time. In Trust in Cyber-societies (pp. 27-54). Springer Berlin Heidelberg.
Meloy, J. R. (1998). The psychology of stalking. The psychology of stalking: Clinical and forensic perspectives, 1-23.
Miller, G. R., & Baseheart, J. (1969). Source trustworthiness, opinionated statements, and response to persuasive communication.
Mills, J., & Harvey, J. (1972). Opinion change as a function of when information about the communicator is received and whether he is attractive or expert. Journal of Personality and Social Psychology, 21(1), 52.
Monroe, K. B., & Petroshius, S. M. (1981). Buyers' perceptions of price: An update of the evidence. Perspectives in consumer behavior, 3(23), 42.
Morwitz, V. G., & Schmittlein, D. (1992). Using segmentation to improve sales forecasts based on purchase intent: Which" intenders" actually buy?. Journal of marketing research, 391-405.
North, A. C., & Sheridan, L. P. (2010). Death, attractiveness, moral conduct, and attitudes to public figures. OMEGA-Journal of Death and Dying, 60(4), 351-363.
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.
Ouellet, J.-F.: 2007, ‘The Purchase Versus Illegal Download of Music by Consumers: The Influence of Consumer Response Towards the Artist and Music’, Canadian Journal of Administrative Sciences 24(2), 107– 119.
Park, S., & Cho, M. (2010). Celebrity endorsement and nonprofit charitable organizations: The role of celebrity altruistic motive and identification. In annual meeting of the Association for Education in Journalism and Mass Communication.
Pornpitakpan, C. (2004). The persuasiveness of source credibility: A critical review of five decades' evidence. Journal of Applied Social Psychology, 34(2), 243-281.
Raviv, A., Bar-Tal, D., Raviv, A., & Ben-Horin, A. (1996). Adolescent idolization of pop singers: Causes, expressions, and reliance. Journal of Youth and Adolescence, 25(5), 631-650.
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(3), 217-225.
Ring, P. S., & Van de Ven, A. H. (1992). Structuring cooperative relationships between organizations. Strategic management journal, 13(7), 483-498.
Rodriguez, K. P. (2008). Apparel brand endorsers and their effects on purchase intentions: A study of Philippine consumers. Philippine Management Review, 15.
Stafford, M. R., Stafford, T. F., & Day, E. (2002). A contingency approach: The effects of spokesperson type and service type on service advertising perceptions. Journal of Advertising, 31(2), 17-35.
Schiffman, L. (2004). G.., Kanuk, L., L. 2000. Consumer Behavior. America: Prentice Hall International, Inc.
Silvera, D. H., & Austad, B. (2004). Factors predicting the effectiveness of celebrity endorsement advertisements. European Journal of marketing, 38(11/12), 1509-1526.
Slater, M. D., & Rouner, D. (2002). Entertainment—education and elaboration likelihood: Understanding the processing of narrative persuasion. Communication Theory, 12(2), 173-191.
Smith, C. T., De Houwer, J., & Nosek, B. A. (2013). Consider the Source Persuasion of Implicit Evaluations Is Moderated by Source Credibility. Personality and Social Psychology Bulletin, 39(2), 193-205.
Sorgatz, R. (2008). he Microfame Game and the New Rules of Internet Celebrity. New York Magazine. New York Media, 17.
Spears, N., & Singh, S. N. (2004). Measuring attitude toward the brand and purchase intentions. Journal of Current Issues & Research in Advertising, 26(2), 53-66.
Sternthal, B., Dholakia, R., & Leavitt, C. (1978). The persuasive effect of source credibility: Tests of cognitive response. Journal of Consumer research, 4(4), 252-260.
Stever, G. S. (1991). The celebrity appeal questionnaire. Psychological Reports, 68(3), 859-866.
Stever, G. S. (1995). Gender by Type. Journal of Psychological Type, 32, 3.
Szymanski, G. G. (1977). Celebrities and Heroes as Models of Self-Perception. Journal of the Association for the Study of Perception.
Tellegen, A., & Atkinson, G. (1974). Openness to absorbing and self-altering experiences (" absorption"), a trait related to hypnotic susceptibility. Journal of abnormal psychology, 83(3), 268.
Wann, D., Royalty, J., & Roberts, A. (2000). The self-presentation of sport fans: Investigating the importance of team identification and self-esteem. Journal of Sport Behavior, 23(2), 198.
Wang, C. C., Chen, C.-T., Yang, S.-C., & Farn, C.-K. (2009). Pirate or buy? the moderating effect of idolatry. Journal of Business Ethics, 90, 81–93. doi:10.1007/s10551-009-0027- y
West, M. D. (1994). Validating a scale for the measurement of credibility: A covariance structure modeling approach. Journalism and Mass Communication Quarterly, 71(1), 159.
Westerman, D., Spence, P. R., & Van Der Heide, B. (2014). Social media as information source: Recency of updates and credibility of information. Journal of Computer‐Mediated Communication, 19(2), 171-183.
Wilson, E. J., & Sherrell, D. L. (1993). Source effects in communication and persuasion research: A meta-analysis of effect size. Journal of the academy of marketing science, 21(2), 101-112.
Woodside, A. G., & Davenport, J. W. (1974). The effect of salesman similarity and expertise on consumer purchasing behavior. Journal of Marketing Research, 11(2), 198-202.
Wu, P. C., & Wang, Y. C. (2011). The influences of electronic word-of-mouth message appeal and message source credibility on brand attitude. Asia Pacific Journal of Marketing and Logistics, 23(4), 448-472.
Wynn, G. W. (2015). The effects of a salespersons’ credibility on other salespersons and sales managers. In Proceedings of the 1987 Academy of Marketing Science (AMS) Annual Conference (pp. 353-358). Springer International Publishing.
Yang, C., Wang, Y. De, & Niu, H. J. (2008). The effects of idolatry and personality traits on IPBJ Vol. 8(1), 49-64 (2016) 64 impulse buying: an empirical study. International Journal of Management, 25(3), 633– 641.
Yue, X. D., & Cheung, C. K. (2000). Selection of favourite idols and models among Chinese young people: A comparative study in Hong Kong and Nanjing. International Journal of Behavioral Development, 24(1), 91-98.
Yue, X. D., Cheung, C. K., & Wong, D. S. W. (2010). From glamour-oriented idolatry to achievement-oriented idolatry: A framing experiment among adolescents in Hong Kong and Shenzhen. Asian Journal of Social Psychology, 13, 1–8. doi:10.1111/j.1467- 839X.2010.01295.x
Zipporah, M. M., & Mberia, H. K. (2014). The effects of celebrity endorsement in advertisements. International Journal of Academic Research in Economics and Management Sciences, 3(5), 178.