隨著網紅行銷蓬勃發展，網紅作為個人品牌的影響力與商業價值持續攀升，然而一旦涉入過失事件，其與粉絲之間長期累積的信任關係可能瞬間面臨考驗。本研究以網紅作為個人品牌為核心概念，探討能力型與誠信型兩種過失類型如何影響粉絲的持續觀看意圖與捐贈意願，並檢驗來源可信度四構面（專業性、吸引力、信賴感、相似性）與情感信任在此歷程中的連續中介角色，以及擬社會關係的調節效果。
本研究採單因子二水準情境式實驗設計，以台灣社群媒體使用者為對象，共獲得130份有效樣本。結果顯示，過失類型對來源可信度四個構面均無顯著直接影響，反映粉絲對網紅長期累積的整體形象具有一定的穩定性；然而，誠信型過失對持續觀看意圖與捐贈意願的負向衝擊均顯著大於能力型過失，且對捐贈意願的影響尤為明顯。在來源可信度四個構面中，僅信賴感對情感信任具有顯著正向影響，而情感信任則進一步正向影響兩項忠誠行為。事後分析進一步顯示，過失類型可透過情感信任間接影響持續觀看意圖與捐贈意願，顯示情感信任可能是連結過失類型與粉絲忠誠行為的關鍵中介機制。擬社會關係則未顯著調節過失類型對忠誠行為的直接效果，亦未顯著調節透過來源可信度與情感信任所形成的間接效果。在理論層面，本研究補足既有文獻以品牌視角為主的研究缺口；在實務層面，研究結果可作為網紅個人品牌危機處理與粉絲經營策略之參考依據。

As influencer marketing flourishes, influencers have emerged as personal brands whose influence and commercial value continue to grow. However, when they become involved in transgressions, the trust they have built with followers over time may be put to the test. This study conceptualizes influencers as personal brands and examines how competence-based versus integrity-based transgressions affect followers’ continued viewing intention and donation intention, with source credibility (expertise, attractiveness, trustworthiness, and similarity) and affective trust as sequential mediators, and parasocial relationship as a moderator.
A single-factor, two-level scenario-based experiment was conducted among Taiwanese social media users, yielding 130 valid responses. The results showed that transgression type had no significant effect on any of the four dimensions of source credibility, suggesting that followers’ overall perceptions of influencers accumulated over time remained relatively stable. However, integrity-based transgressions had significantly stronger negative effects than competence-based transgressions on both continued viewing intention and donation intention, with a particularly pronounced effect on donation intention. Among the four dimensions of source credibility, only trustworthiness positively predicted affective trust, which, in turn, positively predicted both outcomes. A post hoc analysis further showed that transgression type indirectly affected continued viewing intention and donation intention through affective trust, suggesting that affective trust may serve as a key mediating mechanism linking transgression type to loyalty outcomes. Parasocial relationship did not significantly moderate either the direct effect of transgression type on loyalty outcomes or the indirect effects through source credibility and affective trust. Both theoretical and managerial implications are discussed.

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