隨著社群媒體興起，「網路紅⼈（Internet Celebrity）」⼀詞也隨之出現，使得企業的廣告模式轉變的傳遞的媒介，由傳統電視媒體逐漸將越來越多的⽐重放
置在社群媒體上，也隨之有越來越多的素⼈投⼊網紅的⾏列。相較於傳統名⼈，網紅因為與粉絲的⽣活更加貼近，⽽能夠與粉絲間產⽣更加緊密的連結。隨著網紅經濟的發展越加蓬勃，網紅對⾃⼰的經營⽅式也越來越趨向將⾃⼰視為⼀個獨特的「品牌經營」的思維。
本研究提出「潮流性」、「專業性」、「⼀致性」、「密切性」此四個因素為影響「網紅品牌真實性」之因素，並透過量化研究之⽅式探討其是否正向影響網紅品牌真實性，旨在提供衡量網紅品牌真實性的構⾯，並依據本研究之研究結果給予網紅經營⾃⼰的策略建議。

With the rise of social media, the term "Internet Celebrity" has also emerged. It has made the media of the way of advertising of the enterprises gradually changed from traditional TV media to social media. More and more amateurs are becoming Internet Celebrities. Compared with traditional celebrities, Internet Celebrities have more similar lifestyle to the lifestyle of their fans, so they tend to have a closer connection with their fans. As the development of the Internet Celebrity Economy has become more prosperous, Internet Celebrities increasingly tend to regard themselves as "brand", and they have to charge themselves with the concept of "brand management".
This study proposes that the four factors which are "trendiness", "professionalism", "consistency" and "closeness" are the factors that affect the " Internet Celebrities' brand authenticity." This study explores whether the four factors positively affects Internet Celebrities' brand authenticity through quantitative research. In this study, it hope to provide facets to measure Internet Celebrities' brand authenticity, and to provide Internet Celebrities strategic recommendations based on the results of this research.

摘要 ..................................................................................................................................II
ABSTRACT ................................................................................................................... III
⽬錄 ................................................................................................................................IV
圖⽬錄 ............................................................................................................................IX
表⽬錄 ............................................................................................................................. X
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 研究⽬的與研究問題..................................................................................... 3
第四節 論⽂結構與研究流程..................................................................................... 4
第⼆章 ⽂獻探討 ............................................................................................................ 5
第⼀節 網路紅⼈（INTERNET CELEBRITY）.............................................................. 5
⼀、網紅的起源 ...................................................................................................... 5
⼆、網紅分級 .......................................................................................................... 6
第⼆節 廣告代⾔⼈..................................................................................................... 8
⼀、廣告效果 .......................................................................................................... 8
⼆、廣告代⾔⼈理論 .............................................................................................. 9
三、代⾔⼈類型 .................................................................................................... 11
第三節 品牌真實性（BRAND AUTHENTICITY） ...................................................... 13
⼀、傳統品牌真實性理論 .................................................................................... 13
⼆、品牌信任（Brand Trust） ............................................................................. 17
三、品牌忠誠度（Brand loyalty） ...................................................................... 17
第四節 網紅品牌真實性........................................................................................... 21
⼀、潮流性 ............................................................................................................ 21
⼆、專業性 ............................................................................................................ 21
三、⼀致性 ............................................................................................................ 22
四、密切性 ............................................................................................................ 23
第三章 研究設計與實施 .............................................................................................. 24
第⼀節 研究架構與研究假設................................................................................... 24
第⼆節 變數之操作性定義與衡量........................................................................... 25
⼀、⾃變數之操作性定義與衡量 ........................................................................ 25
⼆、依變數之操作性定義與衡量 ........................................................................ 26
第三節 研究設計....................................................................................................... 26
⼀、填答對象 ........................................................................................................ 27
⼆、問卷設計 ........................................................................................................ 27
三、問卷前測與回收 ............................................................................................ 31
（⼀）信度（Reliability）分析 ....................................................................... 32
（⼆）效度（Validity）分析............................................................................ 34
第四章 研究結果 .......................................................................................................... 42
第⼀節 潮流性與網紅品牌真實性量表................................................................... 43
⼀、樣本描述與特性分析 .................................................................................... 43
⼆、信度與效度分析 ............................................................................................ 47
（⼀）信度分析 ................................................................................................ 48
（⼆）效度分析 ................................................................................................ 49
三、獨⽴樣本 T 檢定............................................................................................ 50
第⼆節 專業性與網紅品牌真實性量表................................................................... 52
⼀、樣本描述與特性分析 .................................................................................... 52
⼆、信度與效度分析 ............................................................................................ 56
（⼀）信度分析 ................................................................................................ 56
（⼆）效度分析 ................................................................................................ 57
三、獨⽴樣本 T 檢定............................................................................................ 59
第三節 ⼀致性與網紅品牌真實性量表................................................................... 60
⼀、樣本描述與特性分析 .................................................................................... 60
⼆、信度與效度分析 ............................................................................................ 64
（⼀）信度分析 ................................................................................................ 65
（⼆）效度分析 ................................................................................................ 66
（三）修正量表之信度分析 ............................................................................ 67
（四）修正量表之效度分析 ............................................................................ 69
三、獨⽴樣本 T 檢定............................................................................................ 70
第四節 專業性與網紅品牌真實性量表................................................................... 71
⼀、樣本描述與特性分析 .................................................................................... 71
⼆、信度與效度分析 ............................................................................................ 75
（⼀）信度分析 ................................................................................................ 76
（⼆）效度分析 ................................................................................................ 77
三、獨⽴樣本 T 檢定............................................................................................ 78
第五節 假設驗證....................................................................................................... 79
第五章 結論與建議 ...................................................................................................... 81
第⼀節 研究結論....................................................................................................... 81
第⼆節 管理意涵....................................................................................................... 82
第三節 研究限制與未來研究⽅向........................................................................... 84
⼀、研究限制 ........................................................................................................ 84
⼆、未來研究⽅向 ................................................................................................ 85
參考⽂獻 ........................................................................................................................ 86
中⽂參考⽂獻 ............................................................................................................ 86
英⽂參考⽂獻 ............................................................................................................ 87
網路資源 .................................................................................................................... 89

中⽂參考⽂獻
1. 朱育瑩。2019。網紅外表吸引⼒、可信度與適配度⼲擾效果對衝動性購買的影響。南台科技⼤學⾏銷與流通管理學系碩⼠班碩⼠學位論⽂。
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4. 許品毅。2019。網紅對台灣南部年輕族群消費⾏為的影響。義守⼤學⼤眾傳播學系暨碩⼠班碩⼠學位論⽂。
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英⽂參考⽂獻
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& Chen, X. (2019). Internet Celebrity Endorsement: How Internet Celebrities Bring Referral Traffic to E-commerce Sites?.
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網路資源
1. Hami 書城。2017。想當⼈氣網紅吸⾦，先學會這７項本領！
原⽂網址：
https://blog.hamibook.com.tw/%E5%95%86%E7%AE%A1%E7%90%86%E8%B2%A1/%E6%83%B3%E7%95%B6%E4%BA%BA%E6%B0%A3%E7%B6%B2%E7%B4%85%E5%90%B8%E9%87%91%EF%BC%8C%E5%85%88%E5%AD%B8%E6%9C%83%E9%80%99%EF%BC%97%E9%A0%85%E6%9C%AC%E9%A0%98%EF%BC%81/?p=2389
2. ⾏銷⼈。冒牌⽣。2019。冒牌⽣｜網紅真好賺？從⾦字塔看 3 ⼤類網紅：P圖型、斜槓型、品牌型。
原⽂網址：https://www.marketersgo.com/marketing/201906/mk1-mkc1-youtuber-2/
3. 數位時代。唐⼦晴。2019。從庶民到總統都瘋狂！2019 台灣 100 ⼤影響⼒網紅調查出爐。
原⽂網址：https://www.bnext.com.tw/article/55281/top-100-internet-celebrity