串流平台逐漸成為現代娛樂消費主流管道，加上社群媒體成為大眾接收影視資訊的來源，網紅行銷已成為串流平台重要策略。然而，目前關於網紅行銷的研究大多著重在美妝、美食、時尚等領域，針對影視、串流媒體產業的學術研究相對缺乏。因此，本研究探討串流媒體產業中的網紅行銷效果，特別聚焦於網紅特質（內容專業性、內容娛樂性、自我揭露）、超擬社會關係、錯失恐懼、社群歸屬感如何影響消費者的影劇分享意願及串流平台認同。

本研究採用問卷調查法，以312位關注影視內容網紅並有觀看串流影劇習慣的受試者為研究對象。研究結果顯示，網紅的內容專業性、內容娛樂性與自我揭露程度均會透過超擬社會關係顯著影響消費者的影劇分享意願。而超擬社會關係與串流平台認同之間的中介效果，僅在高社群歸屬感的情況下顯著，表明只有當追隨者對網紅粉絲社群有強烈歸屬感時，其對於串流平台的認同才會加強。此外，研究發現錯失恐懼雖顯著調節超擬社會關係與影劇分享意願間的關係，但呈現負向效果，表示高錯失恐懼反而削弱網紅行銷對分享行為的影響力。

根據研究結果，本文提出實務建議：串流平台選擇網紅合作夥伴時應著重其專業性、內容娛樂價值與自我揭露程度。同時應避免過度強調立即觀看的壓力，且應平衡短期話題創造與長期品質內容的提供。而影視網紅則應提升專業分析能力、創造有趣內容、適度分享個人觀點與經驗，並積極建立具互動性的粉絲社群。總地來說，本研究探究串流媒體產業中網紅行銷的關鍵，將超擬社會關係延伸至影視消費領域，為串流平台與影視網紅的行銷策略提供有效指引。

Streaming platforms have become the mainstream channel for entertainment consumption, with social media serving as a primary source of audiovisual information. Consequently, influencer marketing has emerged as a crucial strategy for streaming platforms. While research on influencer marketing is abundant in beauty, food, and fashion sectors, academic studies in the film and series and streaming industry remain limited. This study examines the effectiveness of influencer marketing in the streaming media industry, focusing on how influencer characteristics (expertise, entertainment value, self-disclosure), trans-parasocial relations, fear of missing out, and sense of belonging affect consumers' content sharing intention and platform identification.

Using survey data from 312 participants who follow film and series content influencers and watch streaming content, results show that influencers' expertise, entertainment value, and self-disclosure significantly impact content sharing intention through trans-parasocial relations. The mediating effect between trans-parasocial relations and platform identification is only significant under high sense of belonging, indicating platform identification strengthens only when followers have strong connection to the influencer's fans community. Interestingly, fear of missing out demonstrated a negative moderating effect, suggesting high levels actually weaken the impact of influencer marketing on sharing behavior.

Based on the result, streaming platforms should prioritize influencers' expertise, entertainment value, and self-disclosure when selecting partners. Besides, avoiding overemphasizing urgency for viewing and balancing short-term engagement with long-term quality content. Moreover, film and series content influencers should enhance analytical capabilities, create engaging content, share personal perspectives in the contents, and establish interactive fan communities. In sum, this research identifies key elements of influencer marketing in the streaming industry, extends trans-parasocial relations theory, and provides strategic guidance for platforms and influencers.

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