近幾年各種類型YouTuber崛起，健身風氣也在台灣興起一股熱潮，許多健身影片及相關產品（健身服飾，營養品等）紛湧而出。進而開始出現許多以健身為主的YouTuber,並成為相關健身產品代言人。然而許多關於YouTuber代言之研究大多聚焦在美妝，服務，較少有相關研究探討YouTuber與健身營養品代言之關係。本研究結合來源可靠性理論與擬社會人際互動觀點，探討經由代言名人態度, 代言名人與品牌合適度, 信任度, 吸引力及專業度五種因素，經由擬社會人際互動觀點為調節變數之下，對於品牌態度及購買意願會有何種影響。本研究採用問卷調查法，藉由Google線上表單搜集有效問卷567份，並採用SPSS及迴歸進行資料分析。研究結果發現代言名人態度, 名人-品牌合適度, 信任度, 專業度對品牌態度有正面影響，而擬社會人際互動觀點對吸引力及代言名人態度有調節效果。此研究結果可作為未來健身YouTuber經營頻道方向之參考及健身產品品牌也可藉此得知消費者對於產品代言人態度與代言人影響力之因素。

Recently, the popularity of many YouTubers have been on the rise, in correlation with the rise in the fitness culture in Taiwan. As these YouTubers began to appear, some have become spokespersons for related fitness products. Also, workout videos that promote related products (fitness clothes, nutrition, et cetera) have become a trend. However, many earlier studies on YouTuber endorsements focused on beauty products and services, while neglecting the relationship between YouTubers and fitness nutrition endorsements. This study combines the source credibility theory and the perspective of para-social interaction to explore the influence on brand attitude and purchase intention through five factors: attitude toward the celebrity, celebrity-brand fit, trustworthiness, attractiveness and expertise. It also examines the moderating effects of para-social interaction. In this research, we used questionnaire survey to collect 567 valid questionnaire data from Google online forms and SPSS was used for regression and other data analysis. The results showed that the attitudes towards celebrity, celebrity-brand fit, trustworthiness and expertise had positive effects on brand attitude, and the para- social interaction had moderating effects on the attractiveness and attitudes towards the celebrity. The finding of this study can be used as a reference for the future fitness YouTuber management and fitness product brands advertisement strategy.

Table of Contents

Verification letter from the Oral Examination Committee............................................i
誌謝 ..........................................................................................................................ii
摘要 .........................................................................................................................iii
Abstract........................................................................................................................ iv
Chapter 1. Introduction 1
1.1 Research Background Information 1
1.2 Research Motivation and Purpose 3
Chapter 2. Literature Review 7
2.1 YouTube and YouTuber 7
2.2 Product Endorsers and Source Credibility 9
2.3 Para-Social Interaction 14
2.4 Brand attitude & Purchase Intention 17
Chapter 3. Research Method 19
3.1 Research Framework 19
3.2 Operational Definition and Measurement 19
3.3 Pre-test and Results 20
3.4 The Official Questionnaire Survey 23
Chapter 4. Data Analysis 25
4.1 Descriptive Analysis 25
4.2 Reliability and validity analysis 28
4.2.1 Reliability Analysis 28
4.2.2 Validity analysis 28
4.3 Hypothesis Testing 30
4.4 Summary 35
Chapter 5. Conclusion 36
5.1 Research Findings 36
5.2 Research Contributions and Implications 40
5.3 Research Limitation and Future Research Suggestion 41
Reference 44
Appendix 51
1.Pre-test questionnaire 51
2. Official questionnaire 57

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