本研究以「相似吸引理論」（Similarity-Attraction Theory）觀點切入，探討網紅與群眾相似性及其所產生的吸引關注對購買意願的影響。社群網路蓬勃發展，Web2.0使得群眾成為社群媒體的資訊內容接收與供應者，網紅影響力跟著快速擴張。網紅利用社群媒體的強力擴散效果，使得「網紅行銷」隨著社交平台應運而生，網紅經濟逐漸成為數位科技時代的新經濟模式。綜觀過去的研究，對於網紅吸引群眾關注多從產品適配度、網紅代言信賴與可信度方面作探討，並從業配代言效果了解購買原因，較少涉及網紅與群眾相似度。而「相似吸引理論」主張個體會受表層相似與深層相似性而吸引；不相似則比較不容易吸引。因此，本研究探討網紅與群眾相似對吸引關注和對購買傾向的影響，假設當網紅和群眾的深層相似性越高，越容易吸引群眾關注；當群眾持續關注網紅會影響購買傾向。對關注網紅的群眾發放網路問卷的結果顯示，態度相似、價值觀相似和人格相似對關注吸引力有顯著效果，吸引關注也對購買傾向有影響；吸引關注具有互補性的中介效果，深層相似性會直接影響購買傾向，而且可以透過吸引關注而間接地影響購買傾向。

Through " Similarity-Attraction Theory " explores the similarities between Internet Celebrity and the masses, the impact of attractive attention on purchase intention. The social network is booming, and Web 2.0 enables the masses to become the recipients and providers of information content for social media. The influence of internet celebrity is rapidly expanding. Internet Celebrity uses the powerful diffusion effect of social media, which makes "Influencer Marketing " come into being with the social platform. The internet celebrity economy has gradually become a new economic model in the digital technology time Looking at the past research, the internet celebrity attracts the masses to pay more attention to the product fit, the trust and credibility of the internet celebrity endorsement, and understands the purchase reason from the industry endorsement effect, less involves the similarity between them. The "similar attraction theory" advocates that individuals will be attracted by similarities and deep similarities; dissimilarities are less attractive.
Therefore, we assumed that the higher the deep similarity between internet celebrity and the masses, the easier it is to attract the attention of the masses; when the masses continue to pay attention to internet celebrity, it will affect the purchasing intention. The results of the online questionnaires sent to the people concerned about internet celebrity show that similar attitudes, similar values and similar personality have significant effects on attracting attention. Attracting attention also has an impact on purchasing intention; attracting attention to complementary intermediaries, deep similarities It will directly affect the purchasing intention, and indirectly influence the purchasing intention by attracting attention.

目 錄
論文審定書 i
謝 誌 ii
摘 要 iii
Abstract iv
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 4
第三節 研究目的 6
第四節 研究流程 8
第二章 文獻探討 9
第一節 網路紅人 9
第二節 相似吸引理論 14
第三節 購買傾向 20
第三章 研究方法 24
第一節 研究架構 24
第二節 研究假說 26
第三節 研究問卷設計 31
第四節 資料分析方法 34
第四章 資料分析與結果 39
第一節 問卷回收概況 39
第二節 人口統計分析 40
第三節 無回應分析 43
第四節 信效度分析 44
第五節 假說檢定 47
第六節 中介效果分析 51
第五章 結論與建議 55
第一節 結論 55
第二節 學術意涵及實務意涵 58
第三節 研究限制與未來建議 58
參考文獻 60
附 錄 77

圖目錄
圖1-1 社群平台擴散力 2
圖1-2 全球網紅市場規模 3
圖1-2 飲料新品上市網路發文對象回應率 4
圖1-4 研究流程圖 8
圖3-1 研究架構圖 25
圖4-1 回收問卷的年齡分布結果 40
圖4-2 路徑係數圖 48

表目錄
表2-1 過去網紅相關研究 12
表2-2 過去關於相似性與購買之研究 21
表3-1 各構面的操作型定義 31
表4-1 人口統計變項基本資料表 41
表4-2 無回應偏差-卡方檢定 43
表4-3 因素分析結果 45
表4-4 構面關係矩陣 46
表4-5 本研究假說檢定結果 50
表4-6「態度相似→關注吸引力→購買傾向」之中介效果迴歸分析 52
表4-7「價值觀相似→關注吸引力→購買傾向」之中介效果迴歸分析 53
表4-8「人格相似→關注吸引力→購買傾向」之中介效果迴歸分析 54

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Zeithaml, V. A. (1998). Consumer perceptions of price, quality and value: A means-end synthesis if evidence. Journal of Marketing, 52(3),2-22.
Zouni, Georgia, & Kouremenos, Athanassios. (2008). Do tourism providers know their visitors? An investigation of tourism experience at a destination. Tourism & Hospitality Research, 8(4), 282-297. doi:10.1057/thr.2008.30


二、中文部分
尤仲雯、許鳳玉、張倞菱（2018）。自媒體與時尚新媒體的合作關係研究探討－以部落客為實驗操作。實踐設計學報，12，38-51.
江逸軒（2015）。運動代言人可信度對商品效益之探討。休閒與社會研究，11， 119-128。
池文海、陳瑞龍、陳文岳（2010）。影響消費者對藥妝店購買行為之研究。中華管理評論國際學報，13（1）。
何雍慶、蘇子炘、張永富（2004）。消費者體驗與訊息處理路徑對品牌延伸購買態度之影響。行銷評論，1（1），1-19。
余家融（2018）。探討網紅在線直播之黏著度因素。東吳大學資訊管理學系碩士論文，台北市。
吳文寧（2018）。影響YouTube觀眾對美妝網路紅人之業配態度與忠誠度的因素。朝陽科技大學資訊管理系碩士論文，台中市。
吳宣融（2017）。代言人可信度對消費者品牌認同之影響。真理大學企業管理學系碩士班碩士論文，新北市。
吳淨宜（2014）。主觀知識與口碑對有機臉部保養品購買意圖影響之研究-以知覺風險為中介變數。淡江大學國際企業學系碩士班碩士論文，新北市。
李城忠、蘇智鈴、楊秀瑩（2016）。運動球星代言人可信度對品牌認同度與購買意願影響之研究－以2014年世界盃足球賽NIKE為例。運動與遊憩研究，10（3），15-26。doi:10.29423/jsrr.201603_10(3).0002
沈其泰、黃敏萍、鄭伯壎（2004）。團隊共享心智模式與知識分享行為：成員性格特質與性格相似性的調節效果。管理學報，21(5), 553-570
周得媛、康學真、呂佳妍、謝泓晉（2019）。網路紅人可信度影響消費者態度之研究－以YouTube表演類網紅為例。圖文傳播藝術學報，（2019），87-101。
林宜燕（2005）。從跨文化溝通的觀點看翻譯問題─以《歐洲飲食文化》一書為例。國立高雄第一科技大學應用德語所碩士論文，高雄市。
林建谷（2004）。一位國小教師體育課程價值取向之研究。臺中師範學院國民教育研究所碩士論文，台中市。
邱皓政（2002）。量化研究與統計分析：SPSS中文視窗版資料分析範例解析（二版）。台北：五南。
張文哲（1978）。態度相似度與態度社會期望性對人際吸引與交往意向的影響。教育心理學報，10，61-74。
張玉琳、吳惠萍（2015）。社群價值和人際吸引力對虛擬社群意識與黏著度之影響：兼論虛擬社群意識完全中介與社群類行調節效果。行銷評論，12（3），323-357。
張彥輝、陳福文（2018）。社交廣告類型在社交廣告知覺對消費行為意圖影響之差異探討－以網路紅人廣告資訊為例。商管科技季刊，19（3），257-282。
張祐慈（2011）。關係行銷中顧客融洽關係形成之研究---以民宿為例。國立暨南國際大學國際企業學系碩士論文，南投縣。
張潤書（1973）。行政學。中華出版社。
張競之（2015）。銷售人員外表吸引力與說服策略以及消費者人格特質對衝動性購買的影響-以服飾業為例。淡江大學國際企業學系碩士班碩士論文，新北市。
莊淑怡（2012）。主管-員工相似性，領導者與部屬交換關係與職場師徒功能支持關連性研究。國立成功大學企業管理學系專班碩士論文，台南市。
郭芳伃（2018）。網紅推，你就買？探討業配的說服效果。國立臺北大學企業管理學系碩士論文，新北市。
陳芝羽（2018）。直播觀看者之參與動機、休閒滿意度、成癮性與忠誠度關係之研究 -以主持導向為例。國立臺北護理健康大學休閒產業與健康促進研究所碩士論文，台北市。
陳冠浤（2006）。知識工作者對偶同質性對人際脈絡績效影響之研究：關係品質的中介效果。人力資源管理學報，6（2），23-47。doi:10.6147/jhrm.2006.0602.02
陳建丞、林玫玫、陳昶銘（2009)。企業網站特性與應徵者組織吸引力關係之中介機制探討。台灣科技大學管理新思維學術研討會，台灣科技大學。
陳思涵（2018）。網紅特質對業配效果影響之研究—以美妝品為例。國立中興大學行銷學系所碩士論文，台中市。
陳純德、陳美如（2014）。部落客意見領袖信任轉移影響之研究：推敲可能性模式觀點。電子商務學報，16（3），247 - 275。
曾建燁（2017）。幽默廣告與網路紅人可信度對廣告效果之影響：以推薦人適配度為中介。國立中央大學企業管理學系碩士論文，桃園縣。
曾濬楓（2017）。素人影音創作關鍵成功因素之研究。國立中山大學企業管理學系研究所碩士論文，高雄市。
楊志堯、蔡昕妤（2014）。社群網站粉絲團行銷手法以網路服飾品牌25：01為例。圖文傳播藝術學報，2014，894-926。
楊運秀、郭芳伃（2017）。網紅業配文的說服效果：懷疑人格、熟悉度及專業性的影響。行銷評論，14（2），163-189。
董文慧、顏志龍（2008）。轉換型領導與交易型領導對領導者與部屬交換關係之預測效果-價值觀相似性的中介效果。復興崗學報，（91），19-48。 doi:10.29857/fhkaj.200806.0002
鄒妙妍（2018）。網紅。文化研究@嶺南， 63（1），13。
潘詩婷（2018）。網紅可信度與代言人適配度對消費者態度與意圖之影響。東吳大學國際經營與貿易學系碩士論文，台北市。
蔡昀倫（2009）。以相似吸引理論探討知識整合之影響因素。國立中山大學資訊管理學系研究所碩士論文，高雄市。
蔡淑妹（2002）。運動品牌代言人可信度來源因素對消費者購買意願影響之研究。國立臺灣科技大學管理研究所碩士論文，台北市。
蔡馨沂、劉奕蘭（2011）。偶像崇拜在青少年同儕關係與自尊，歸屬需求之間的角色。國立交通大學教育研究所碩士論文，新竹市。
鄭厚謙（2017）。你相信網紅嗎?網紅推薦口碑說服效果。國立臺北商業大學企業管理系碩士班碩士論文，台北。


三、網路部分
Influencer Marketing Hub（2019）. estimate report. Retrieved from https://influencermarketinghub.com/?s = 2019+estimate+report
shutterstock（2019）。2019 熱門數位行銷趨勢 | 十大重點讓您成為行銷專家！。擷取自https://www.shutterstock.com/zh-Hant/blog/2019-digital-marketing-trends-report
今周刊（2019）。微網紅冒尖。擷取自https://www.businesstoday.com.tw/article/category/154686/post/201901160024/%E5%BE%AE%E7%B6%B2%E7%B4%85%E5%86%92%E5%B0%96
社群實驗室（2018）。網紅趨勢大解密，2018網紅影響力排行榜。擷取自https://www.opview.com.tw/portfolio_item/20180521?_ga =2 .177252389.1407973546.1563233872-1642023505.1560701023