由於消費者費者使用習慣逐漸改變，以前所熟悉的傳統媒體例與消費者溝通的管道較為單一且多為單向的資訊傳遞角色，新形式的自媒體出現後，其具有傳統媒體之功能但不同於其運作之架構，更培養了新的一群在網路上具有影響力的人，這些在網路上可能因為其外貌或具有某些特質或某個事件行為並透過網路加以傳播渲染，受民眾所關注崇拜而走紅產生的名人，稱之為「網路紅人」，甚至逐漸的企業及政府紛紛從傳統明星代言人轉而找網紅作為代言人。綜上引發本研究想探究網紅說服效果之主題，研究主要之目的為：
(1) 探討網紅可信度對於消費者說服程度的影響
(2) 探討不同類型網紅對於消費者說服程度的影響
(3) 探討資訊品質是否影響網紅可信度
(4) 探討涉入程度是否會對網紅可信度和關注動機對消費者說服效果產生調節作用
(5) 探討從眾程度是否會對網紅可信度和關注動機對於消費者說服效果產生調節作用
透過網路問卷方式經施測資料收回後，回收353份問卷，刪除無效問卷樣本後，實得有效問卷為297份，有效問卷收回率約為84%，以統計軟體SPSS為分析工具，並運用因素分析、信度分析、描述性統計、單因子變異數分析及階層迴歸分析等工具做假設之驗證，實證結果顯示，消費者對資訊品質正向影響網紅可信度；消費者對網紅可信度對於說服效果是有顯著的，且其中網紅專業性正向帶來說服效果；另外不同類型之網紅對於消費者說服程度造成顯著差異；從眾行為在網紅可信度對購買意願間存在調節作用，亦在關注動機對購買意願及影片態度間存在調節作用；涉入程度在網紅可信度對購買意願間存在調節削弱作用，亦在關注程度對於購買意願之正向影響關係受涉入程度調節加強。

一、 中文部分
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3. 李鎮邦，(2006)。鑲嵌與自主性:台灣社區大學運動的發展模式與行動邏輯，清華大學社會學研究所學位論文，1-168。
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5. 陳思涵，(2018)。網紅特質對業配效果影響之研究—以美妝品為例， 中興大學行銷學系所學位論文， 1-88。
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7. 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。
8. 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。

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