網路紅人可信度對購買意願之影響研究：以品牌形象、知覺價值與知覺風險為中介變項

Abstract

隨著網際網路的技術普及，網路紅人指在社群平台上，透過影片分享獲得大量粉絲追隨並且擁有一定影響力的人物，透過廣告代言、網路直播等方式賺取收益，因此開始規畫建立自創品牌，以吸引更多粉絲朋友們選購商品，將網路人氣轉化為品牌資產與銷售額。本研究主要目的是研究消費者對網路紅人自有品牌的購買意願是否會受到網路紅人可信度、品牌形象、知覺價值與知覺風險之因素影響。透過社群平台發放網路問卷調查，以某頻道的粉絲為研究對象，結果顯示：（一）網路紅人可信度對於品牌形象存在著正面影響。（二）網路紅人可信度對於知覺價值存在著正面影響。（三）網路紅人可信度對於知覺風險存在著負面影響。（四）品牌形象對於購買意願存在著正面影響。（五）知覺價值對於購買意願存在著正面影響。（六）知覺風險對於購買意願存在著負面影響。本研究所獲得之結論，提供學術上建議之參考，也可做為學研單位未來進行相關研究的一項指引方向。With the widespread adoption of Internet technology, online influencers have become influential figures on social media platforms, gaining a large following through video sharing and having a certain level of influence. They generate income through advertising endorsements, online live streams, and other means. As a result, many online influencers have established their own brands to attract more fans and promote product purchases, thereby converting their online popularity into brand assets and sales revenue.This study aims to investigate the impact of factors including influencers' credibility, brand image, perceived value, and perceived risk on consumers' willingness to purchase products from online influencers' self-owned brands. A web-based survey was conducted on social media platforms, targeting fans of a particular channel. The results revealed the following: (1) The credibility of online influencers positively influences brand image. (2) The credibility of online influencers positively affects perceived value. (3) The credibility of online influencers negatively affects perceived risk. (4) Brand image positively influences purchase intention. (5) Perceived value positively influences purchase intention. (6) Perceived risk negatively influences purchase intention. The conclusions drawn from this study provide academic recommendations and serve as a guiding direction for future research conducted by academic and research institutions.