隨著資訊科技快速的發展，使用網路來獲取資訊的人日益提高，廣告模式逐漸轉移透過線上影音廣告的方式進行，網路社群媒體的滲透率逐漸提升取代觀看電視的行為，YouTuber或其他平台網紅從以前只是製作影片的創作者，後來變成可透過更多的互動方式的意見領袖，網路媒體已成為主流消費者獲取產品資訊的重要途徑之一。本研究欲探討粉絲自我一致性對網紅依戀的關係，以了解粉絲希望網紅呈現何種自我概念，以及粉絲間的彼此緊密依戀關係對網紅所產生之情感依附，且經由網紅的業務配合代言品牌，網紅對品牌的自我一致性是否會成功的增加粉絲的購買意圖，並且對於其品牌產生強烈之情感依戀。
本研究利用線上問卷的方式蒐集樣本資料，總共回收了277份有效樣本，並透過統計軟體SmartPLS 3.0與SPSS進行分析驗證本研究模型及設計構面具有良好之信效度。研究結果顯示，能有效解釋粉絲會對網紅產生依戀感，並轉移對品牌依戀與其購買意圖的影響。在本研究中，粉絲的自我概念一致性、粉絲間依戀皆正向影響網紅依戀，粉絲的自我概念一致性、網紅依戀對品牌依戀亦有正向影響，而品牌依戀能有效解釋對購買意圖並具有顯著影響；其網紅的自我概念一致性對品牌依戀皆未達顯著影響。最後，根據研究結果顯示提出理論面與實務面之貢獻與研究建議，期望對未來相關領域研究能有所幫助。

With the rapid development of scientific and technological information, the number of people using the Internet to obtain information is increasing. The advertising model is gradually shifted through online video and audio advertising. The penetration rate of online social media is gradually increasing. Instead of watching TV, YouTuber or other Platform celebrities were originally only producers of videos, and later became opinion leaders with more interactive ways. Online media has become one of the important channels for mainstream consumers to obtain product information. This study aims to explore the relationship between fans' self-congruence and the influence of Internet celebrities in order to understand what self-concepts fans want Internet celebrities to present, as well as the fans' attachment to Internet celebrities, and through the influence of Internet celebrities. With the endorsement of the brand, the self-congruence of the online celebrity to the brand will successfully increase the fan's purchase intention and have a strong emotional attachment to the brand.
The data collected from 277 users of the Internet provide reliability and validity for the research model. The result showed that fans' self-congruence will affect web celebrities attachment, and shift the impact on brand attachment and purchase intentions. In this study, the actual and ideal self-congruence of fans and fans' attachment all positively influence web celebrity attachment. Effective interpretation has a significant impact on purchase intentions; the web celebrity’s actual and ideal self-congruence have no significant impact on brand attachment. In addition, the research also discussed practical implications for theory, practice, and suggestions for future research.

論文審定書 i
中文摘要 ii
英文摘要 iii
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 2
第三節 研究問題與目的 4
第四節 研究方法與流程 5
第二章 文獻探討 6
第一節 品牌依戀(Brand Attachment) 6
第二節 自我一致性理論(Self- congruence theory) 7
一、自我概念 7
二、自我一致性 8
第三節 名人代言(Celebrity Endorsement) 9
第四節 粉絲間依戀(Fans Attachment) 10
第三章 研究方法 12
第一節 研究模型 12
第二節 研究假說 13
一、粉絲自我一致性對網紅依戀之關係 13
二、粉絲間依戀對網紅依戀之關係 13
三、網紅依戀對品牌依戀之關係 14
四、網紅與粉絲自我一致性對品牌依戀之關係 15
五、品牌依戀對購買意願之關係 16
第三節 操作性定義 17
第四節 研究設計 18
一、研究對象 18
二、問卷設計 18
第四章 資料分析 24
第一節 樣本基本資料分析 24
第二節 衡量模型 25
一、信度分析(Reliability) 26
二、收斂效度(Convergent Validity) 28
三、區別效度分析(Discriminant Validity) 29
三、共線性分析(Multicollinearity) 32
五、共同方法偏誤(Common Method Bias) 33
第三節 假說驗證 37
第五章 結論與建議 40
第一節 研究結果與建議 40
一、粉絲自我一致性對網紅依戀之影響 40
二、粉絲間依戀對網紅依戀之關聯性 41
三、網紅依戀對品牌依戀之關聯性 41
四、粉絲與網紅自我一致性對品牌依戀之關係 42
五、品牌依戀對購買意圖之影響 43
第二節 理論及實務意涵 44
一、理論面 44
二、實務面 44
第三節 研究限制與未來研究方向 46
一、研究限制 46
二、未來研究方向 46
參考文獻 47
附錄:本研究正式問卷 54

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