本研究旨在探討地位同質性與價值同質性在奈米影響者推薦書籍時，對消費者購買意圖的影響，並進一步檢視信賴感與真實性感知的中介角色，以及地位消費傾向於此關係中的調節作用。本研究以泰國書籍市場為背景，採用受試者間實驗設計，透過操弄同質性類型（地位同質性與價值同質性）與書籍類型（小說與非小說），驗證奈米影響者行銷之成效。兩種同質性在購買意圖、信賴感與真實性感知上皆無顯著差異。雖然信賴感在購買決策中具有顯著預測力，信賴感與真實性感知皆未中介同質性對購買意圖的影響。此外，地位消費傾向與真實性感知之間呈現邊際顯著的交互作用，但在信賴感上則未達顯著，顯示高地位消費傾向者對真實性感知的反應較為正向，與低地位消費傾向者有所不同。最後，本研究針對奈米影響者行銷於文化產品情境中的理論與實務意涵進行討論，並提出研究限制與未來研究方向。

The current research examines how different types of homophily influence purchase intentions in nano-influencer book recommendations, investigating the mediating roles of trustworthiness and authenticity, and how these relationships are moderated by status consumption. Focusing on Thailand's book market, a between-subjects experimental study manipulating homophily type (status vs. value) and book genre (fiction vs. non-fiction) was conducted. The findings revealed no significant differences between the two types of homophily on purchase intentions, trustworthiness, and authenticity. While trustworthiness emerged as a significant predictor of purchase decisions, neither trustworthiness nor authenticity mediated the relationship between homophily and purchase intentions. Status consumption showed a marginally significant interaction with authenticity, but not with trustworthiness, suggesting that high status consumption consumers respond more positively to authenticity perceptions than low status consumption consumers. Theoretical and practical implications for nano-influencer marketing in cultural product contexts are discussed, along with limitations and future research directions.

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