社群行銷(Social Media Marketing)隨著智慧型手機及網路普及化的影響迅速崛起，消費者可更容易觸及各式多元的社群平台，而在平台上擁有大量粉絲及追隨者的網路紅人，往往成為消費者的意見領袖或模仿對象，於是產生透過網路紅人推薦產品或代言品牌的行銷模式。然而網紅代言在實務上未取得預期廣告效果之案例屢見不鮮，但也有取得比傳統名人代言模式更大成功的案例，所以本研究探討甚麼因素會影響消費者對網紅代言廣告的看法，進而影響到廣告態度及實際付諸行動的消費決策，並依據實證結果提出往後對相關研究的建議。
本研究為量化分析之研究，並2017臺北世界大學運動會為主題，採隨機抽樣的方式，透過Google網路平台發放問卷，共計回收230位有效樣本。研究架構是以「具吸引力程度」、「可信賴程度」、「專業及產品攸關度」、「社會大眾喜好程度」四項構面為基礎，並以「廣告態度」、「廣告認知度」及「消費意願」作為廣告效果之衡量指標，探討網路紅人之特質對廣告效果之影響，同時亦將觀看者之「涉入程度」納入考量，確認是否亦對廣告效果有相關影響。
研究結果顯示「可信賴程度」、「社會大眾喜好程度」及「廣告涉入程度」等三個因素，對廣告效果有顯著的正向影響，並據以提出結論及建議：
一、 先思考產品欲鎖定的目標客群，考量目標客群與代言人之連結程度，有利於找出有影響力的意見領袖。
二、 尋找適合的網紅之前，應界定清楚社群行銷的目的，是增加銷售額、提高曝光度、還是強化品牌形象，才能據以選擇合適的代言人。
三、 網紅的持續經營會影響粉絲的投入程度，應觀察網紅與粉絲的互動狀況，以及網紅如何維持與粉絲之間的黏著度。

It is easier now for consumers to reach a diverse social platform and experience social media marketing due to the rapid rise of smart phones and internet penetration. Internet celebrity who with a large network of fans and followers on the platform usually become consumers’ opinion leaders or imitations. Thus, a new marketing model that recommend products or endorsement brands through the internet was generated. However, it is not easy for the internet celebrity to achieve the expected advertising effect in practice, but there are also cases of greater success than the traditional celebrity endorsement model. The study will focus on what factors will affect consumers’ perceptions of endorser advertisement, which further influences advertising attitudes and action decisions of consumers. Suggestions will be given for future relevant research based on the consequence of research.
This is a quantity-based research which takes Taipei 2017 Summer Universiade as example. A total of 230 effective survey was collected through Google forms. The research structure is based on four aspects of “Attractiveness”, “Trustworthiness”, “Expertise and Relevance”, and “Likability”. And using “Advertising Attitude”, “Advertising Awareness”, and “Purchase Intention” to evaluate advertising effectiveness. Meanwhile, taking “Advertising Involvement” into account to determine whether it has an impact on advertising effectiveness as well.
The consequences of the research indicate that three main points “Trustworthiness”, “Likability”, and “Advertising Involvement” affect the advertising effectiveness in a positive way. Here are three conclusions and suggestions based on analysis:
1. Considering target customers and it’s connection degree with endorsers before taking action could be helpful to find an competent opinion leader.
2. It’s important to define the purpose of social media marketing before choosing an adequate endorser. Such like booming sales revenue, increasing exposure frequency, or strengthen brand image.
3. The continued efforts on the platform from internet celebrity will affect the involvement level of fans. It’s crucial to keep eyes on the interaction between endorser and fans and how the endorsers stick their fans in their community.

論文審定書 i
摘要 ii
Abstract iii
目錄 v
圖次 vi
表次 vii
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究流程 4
第二章 文獻探討 5
第一節 代言人廣告之定義、類型與理論基礎 5
第二節 影響代言人可信賴程度之特質 10
第三節 廣告效果之理論基礎與衡量構面 13
第三章 研究設計 15
第一節 研究架構 15
第二節 操作型定義及衡量方法 16
第三節 問卷架構 19
第四節 問卷發展及實證計畫 21
第五節 資料分析方法 22
第四章 資料分析與討論 24
第一節 樣本特性分析 24
第二節 項目分析與效度分析 34
第三節 研究構面之相關分析 49
第四節 網路紅人特質及廣告涉入程度對廣告效果之影響 52
第五節 人口統計變數之影響 58
第五章 結論與建議 67
第一節 研究結論 67
第二節 管理意涵 72
第三節 研究限制與建議 73
參考文獻 75
附錄1 附表 79
附錄2 研究問卷 99

一、 中文部分
田治平(2006，6月)。角色代言人在推敲可能性模式的影響途徑，國立中央大學企業管理研究所碩士論文。
李光勳(2004，6月)。廣告代言人與代言品牌的形象差異性及代言人可信度對廣告效果影響之研究，東吳大學企業管理學系碩士班碩士論文。
李韋佑(2007，12月)。代言人特質對於代言式廣告效果的負面影響，國立中山大學傳播管理研究所碩士論文。
李鎮邦(2006，1月)。廣告代言人類型與產品類型適配性研究，國立中山大學傳播管理研究所碩士論文。
邱皓正(2010):量化研究與統計分析SPSS (PASW)資料分析範例解析。台北市：五南書局。
洪俊傑(2012，3月)。代言人可信度對廣告效果之影響－以P&G為例，國立中山大學企業管理學系碩士論文。
陳敏郎(2001，6月)。廣告代言人對推薦品牌廣告效果影響之研究，國立交通大學經營管理研究所碩士論文。
曹靜茹(2009，6月)。虛擬代言人廣告效果：以涉入程度與認知風格之調節效果為例，銘傳大學管理研究所在職專班碩士論文。
黃俊英(1990)，「涉入的理論發展與實務應用」管理科學學報，第七卷第一期。
樊志育(1990)。廣播電視廣告學，台北：三民書局。
盧葦蓁(2004，6月)。透過品牌要素、廣告代言人形成品牌態度之研究－以少淑女流行服飾業為例，銘傳大學管理科學研究所碩士論文。
資策會FIND/經濟部技術處「資策會FIND（2016）/ 服務系統體系驅動新興事業研發計畫」。台北市：資策會FIND/經濟部技術處
資策會產業情報研究所（MIC）2014年「網路社群使用現況分析」報告。台北市：資策會產業情報研究所（MIC）。
資策會產業情報研究所（MIC）2018年「2017下半年網紅類型偏好與影響分析」報告。台北市：資策會產業情報研究所（MIC）。
二、 英文部分
Applbaum, R. F., & Anatol, K. W. (1972). The factor structure of source credibility as　a function of the speaking situation, 216-222
DeSarbo, W. S., & Harshman, R. A. (1985). Celebrity-brand congruence analysis.　Current issues and research in advertising, 8(1), 17-52.
Dodds, W. B., Monroe, K. B. & Grewal, D. (1991). The Effect of Price, Brand, and Store Information on Buyers’ Product Evaluation. Journal of Marketing Research, 28(3), 307-319
Ducoffe, R. H. (1996). Advertising Value and Advertising on the Web. Journal of Advertising Research, 36(5), 21-35
Ferle, C. L. & Choi, S. M. (2005). The Importance of Perceived Endorser Credibility in South Korean Advertising. Journal of Current Issue and Resarch in Advertising, 27(2), 67-81.
Friedman, H. & Friedman, L. (1979). Endorser Effectiveness by Product Type. Journal of Advertising Research. Vol.19, Iss.5, pp. 63-71.
Freiden, J. B. (1984). Advertising Spokesperson Effects: An Examination of Endorser Type and Gender on Two Audiences. Journal of Advertising Research. October 24, pp.33-41
Garretson, J. A. & Niedrich, R. W. (2004). Spokes-Characters, Creating Character Trust and Positive Brand Attitudes. Journal of Advertising, 33(2), 25-36
Hansan, R. A. & Scott, C. A. (1976). Comment on Attribution Theory and Advertiser Credibility. Journal of Marketing Research, 13(2), 193-197
Heider, F. (1958). The Psychology of Interpersonal Relations, New York: Wiley.
Hovland, C. I., Janis, I. L. & Kelley, H. H. (1953). Communication and Persuasion: Psychological Studies of Opinion Change. New Haven, CT: Yale University Press.
Howard, J. A. (1994). Buyer Behavior in Marketing Strategy. New Jersey: Prentice-Hall.
Kamins, Michael A. (1989). Celebrity and Noncelebrity Advertising in a Two-Sided Context. Journal of Advertising Research. Vol.29, 99. 34-42.
Kamins, Michael A., Meribeth J. B., Hoeke S. A. & Moe J. C. (1989). Two-Sided Versus One-Sided Celebrity Endorserments: The Impact on Advertising Effectiveness and Celebrity. Journal of Advertising, 18(2), 4-10.
Kelman, H. C., & Hovland, C. I. (1953). " Reinstatement" of the communicator in　delayed measurement of opinion change. The Journal of Abnormal and Social　Psychology, 48(3), 327.
Kelman, H. C. (1961). Processes of Opinion Change. Public Opinion Quarterly, Vol.25, Iss.1, pp.57-78
Lavidge, R. J. and Steiner, G. A. (1961). A Model for Predictive Measurement of Advertising Effectiveness. Journal of Marketing, 25(6), 59-62
Lutz, R. J., MacKenzie, S. B., & Belch, G. E. (1986). Attitude Toward the Ad as a Mediator of Advertising Effectiveness: Determinants & Consequences. Advances in Consumer Research, 10(2), 532-539
Lutz, R. J., MacKenzie, S. B., & Belch, G. E. (1986). The Role of Attitude Toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations. Journal of Marketing Research, Vol.23, Iss.2, pp.130-143
McCracken, G. (1989). Who is the Celebrity Endorser? Cultural Foundations of the Endorsement Process. Journal of Consumer Research, pp.310-325
McGuire, William, J. (1969). The Nature of Attitudes and Attitude Change. in The Handbook of Social Psychology, 3, Gardner Lindsey and Elloitt Aronson, eds., Reading, MA: Addison-Wesley.
Mehta, A. (2000). Advertising Attitudes and Advertising Effectiveness. Journal of Advertising Research, 40(3), 67-72
Mitchell, A. A. & Olson, J. C. (1981). Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude? Journal of Marketing Research, 18(3), 318-332
Mowen, J. C. and Stephen W. B. (1980). On Explaining and Predicting the Effectiveness of Celebrity Endorsers. Advances in Consumer Research, Vo.8, pp.437~444
Ohanian, R. (1990). Construction and Validation of a Scale to Measure Celebrity Endorser’ Perceived Expertise, Trustworthiness, Attractiveness. Journal of Advertising, 19(3), 39-52
Russell, C. A. & Stern, B. B. (2006). Consumers, Characters, and Products: A Balance Model of Sitcom Product Placement Effects. Journal of Advertising, 35(1), 7-21
Stout, P. A. & Moon, Y. S. (1990). Use of Endorser in Magazine Advertisement, Journalism Quarterly, 67(3), pp.36-46
Stewart, D. W. (1996). Market-back Approach to the Design of Integrated Communications Programs: A Change in Paradigm and A Focus on Determinants of Success. Journal of Business Research, 37(3), 147-153
Zaichkowsky, J. L. (1985). Measuring the Involvement Construct. Journal of Consumer Research, 12(3), 341-352
Zaichkowsky, J. L. (1994). The Personal Involvement Inventory: Revision, and Application to Advertising. Journal of Advertising, 23(4), 59-70