近年來眾多品牌企業與 YouTuber 合作打造新穎話題提升品牌影響力,然而如 何挑選適合的代言人為重要的議題。過去 YouTuber 行銷研究中鮮少探討根據不同 產品服務類型,影響網紅代言人挑選,同時在實務中也發現健身產業興起,以及越來 越多網紅 YouTuber 合作健身品牌。本研究將探討以不同類型的 YouTuber 代言健 身房,如何影響消費者的廣告態度,產品態度和健身房入會意願。除將 YouTuber 類 型作區分(運動型 YouTuber 且身材壯碩粗壯型 vs. 運動型 YouTuber 且身材精壯適 中型 vs. 娛樂型 YouTuber 且身材不壯型),也考量 YouTuber 臉部吸引力(高度 vs. 適中)的影響,並檢視消費者產品(健身房)涉入與外表自我自尊的調節作用,釐清消 費者對網紅代言健身房的互動因果關係。補足相關研究,並提供廠商業者更好的實 務建議。
本研究採用實驗設計法,檢測十個假說,透過網路發放問卷,針對 18-50 歲使用社 群平台的女性參與者,實驗皆採用 YouTuber 真實健身影片,並選取六位 YouTuber 作 為健身房代言人。實驗結果證實: (1.)運動型 YouTuber(vs.娛樂型)或是 YouTuber 臉 部吸引力為高度(vs.適中)來代言健身房,會產生較高的廣告態度,產品(健身房)態度, 入會意願; (2.)對於高運動涉入的消費者,運動型 YouTuber (vs.娛樂型)或是臉部吸 引力高度(vs.適中)來代言健身房效果更佳; 對於低運動涉入的消費者, YouTuber 的 臉部吸引力無明顯作用,而 YouTuber 頻道類型僅對入會意願產生作用;(3.)對於外表 自我自尊高者,YouTuber 臉部吸引力高度(vs.適中)的效果較佳;(4.)對於外表自我自 尊高/低者,運動型過壯或是精壯 YouTuber 無明顯差異,兩者效果皆優於娛樂型不 壯者。研究結果增進 YouTuber 影音代言運用於行銷相關理論及業者實務貢獻。

Many companies cooperate with influential YouTubers to enhance brand popularity in recent years. However, choosing a proper YouTuber for brands to cooperate is a crucial issue in “influencer marketing”. Prior research on YouTuber marketing seldom discussed how to select suitable YouTubers for the endorsement of different types of products/service. At the same time, practical observation reveals that people’s healthy- awareness has enhanced. Also, because of the blooming of gym industries, more and more YouTubers endorse the gym. Thus, this study explores “gym endorsement effects” using different types of YouTubers. This study examines the influences of YouTuber types (Sport with exaggerated muscular body type vs. Sport with muscular-slim body type vs. Entertainment type with not muscular body type) and YouTuber facial attractiveness (highly attractive vs. normally attractive). Additionally, the study also examines the moderation of consumers’ product involvement and appearance self-esteem. This study supplements the relevant research and provides practical suggestions to manufacturers.
This study used one experiment to test ten hypotheses. The questionnaires were distributed over the Internet and targeted female participants who were 18-50 years old and social media users. The experiment used real video filmed by YouTubers and chose the six YouTubers as the gym endorsers. The results of the experiment demonstrated that: (1.) the use of sports channel YouTubers (vs. entertainment) or YouTubers with highly (vs. normally) facial attractiveness generates better attitude toward the ad, attitude toward the product, and gym membership intentions; (2.) for high-(gym) involvement individuals, the use of sports channel YouTubers (vs. entertainment YouTubers) and YouTubers with highly (vs. normally) facial attractiveness generate better effects; for low-(gym) involvement individuals, the facial attractiveness of YouTubers does not affect them. And, the YouTube channel types only affect their gym membership intentions; (3.) for high appearance self-esteem individuals, the use of YouTubers with highly (vs. normally) facial attractiveness generates better effects; (4.) for high/low appearance self-esteem individuals, the use of sports channel YouTubers with exaggerated-muscular or muscular- slim body types generates the same effect, both of which generate better effects than entertainment with not muscular YouTubers. This study further clarifies how to select suitable YouTubers for the endorsement of a specific type of product, and contributes to help manufactures select suitable endorsers based on consumer psychological characteristics.

Thesis/Dissertation Validation Letter i
Acknowledgements ii
Abstract (in Chinese) iii
Abstract (in English) iv
Table of figures viii
Table of tables ix
Chapter 1 Introduction 1
1.1 Research Background 1
1.2 Research Motivation 3
1.3 Research Questions 8
1.4 Research Purpose 9
Chapter 2 Literature Review 10
Section 1 Internet Celebrity and Influencer Marketing 10
1.1 Definition 10
1.2 YouTuber Types 12
1.3 Related Studies 14
Section 2 Match-up Hypothesis 15
Section 3 Involvement and Related Theory 18
Section 4 Interaction between Match-up Hypothesis and Consumer Involvement 21
Section 5 Social Comparison Theory, Appearance, Appearance self-esteem and Negative effect 22
5.1 Social Comparison Theory 22
5.2 Appearance 25
5.3 Appearance Self-esteem and Negative Effect 26
Section 6 Discussion 30
Chapter 3 Research Framework and Hypothesis 32
Section 1 Research Framework 32
Section 2 Research Hypothesis 34
Chapter 4 Method and Results 46
Section 1 Research Method 47
1.1 Samples and Experimental Design 47
1.2 Experimental Stimulus and Pre-test 49
1.3 Experiment Procedure 65
1.4 Variables 67
Section 2 Result Analyses 72
2.1 Research Samples Analysis 72
2.2 Variables Mean value, Standard Error and Reliability Analysis 76
2.3 Manipulation 78
2.4 Research Hypothesis Verification 86
2.5 Discussion 151
Chapter 5 Conclusion and Suggestion 165
Section 1 Research General Discussion 165
Section 2 Theoretical Implications 171
Section 3 Practical Implications 177
Section 4 Research Limitation and Future Research 180
4.1 Research Limitation 180
4.2 Future Research 182
References 186
Section 1 Chinese Part 186
Section 2 English Part 190
Appendix Online Survey 205
Appendix A Pre-test 205
Appendix B Experimental Survey 219

Section 1 Chinese Part
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