隨著創作者經濟快速發展，越來越多內容創作者透過建立自有品牌將流量轉化為商業價值。然而，現有研究多聚焦於創作者影響力、品牌經營或單一產品購買行為，較少探討觀眾如何從長期接觸創作者內容的過程中產生情感連結，進而影響其對創作者旗下多品牌產品的接受度與忠誠行為。尤其當創作者從單一品牌延伸至不同品類時，消費者是否願意持續支持其新品牌，以及其背後的形成機制，仍缺乏深入探討。

本研究以臺灣生活型創作者「好味小姐Lady Flavor」及其旗下品牌為研究個案，探討觀眾之內容共鳴、真實性感知、品牌態度、品牌信任與品牌忠誠之關係。研究以質性研究方法為主，首先透過網路問卷進行受訪者篩選，共收集211份有效問卷。經初步統計分析後，再從中選擇12位具有不同品牌購買經驗之受訪者，以半結構式深度訪談方式蒐集資料，並進行質化資料整理與歸納。

研究結果發現，觀眾對創作者的情感連結主要來自生活化內容中的日常共鳴，而真實性感知則來自創作者長期展現的一致性與透明度。上述因素進一步形成正向品牌態度與品牌信任，並提高觀眾對創作者旗下不同品牌之接受度。研究亦發現，品牌信任是促成跨品牌消費的重要關鍵，當觀眾對創作者建立信任後，該信任將延伸至其他品牌，降低新品牌嘗試門檻。然而，品牌忠誠並非建立於盲目支持之上，消費者仍會依據需求、價格與產品表現進行理性評估。整體而言，創作者品牌之忠誠關係係建立於情感連結與理性判斷並存的動態平衡之上。

根據研究發現，本研究建議創作者應以日常內容作為品牌關係建立基礎，持續維持生活情境中的共鳴元素與適度真實性，避免過度包裝與商業置入削弱受眾信任。品牌延伸應強調與創作者生活脈絡及價值觀之連結，並以具競爭力的產品作為長期發展基礎，而非過度依賴粉絲支持。此外，經營者應重視多品牌消費者之關係維護，並以積極回應與持續改善的態度面對負面評價，以強化品牌信任與忠誠關係。

With the rapid growth of the creator economy, an increasing number of content creators have transformed their audience traffic into commercial value by establishing their own brands. However, existing studies have primarily focused on influencer effectiveness, brand management, or single-product purchasing behavior, while relatively little attention has been paid to how audiences develop emotional connections through long-term content consumption and how such connections influence their acceptance of and loyalty toward multiple brands owned by the same creator. In particular, the mechanisms through which consumers continue to support newly extended brands across different product categories remain underexplored.

This study adopts Lady Flavor, a Taiwanese lifestyle content creator and her affiliated brands, as the research case. It examines the relationships among content resonance, perceived authenticity, brand attitude, brand trust, and brand loyalty. A qualitative research approach was employed. Participants were recruited through a screening questionnaire, followed by semi-structured in-depth interviews with twelve consumers who possessed different levels of brand purchasing experience. The collected data were analyzed using thematic analysis.

The findings indicate that audiences primarily develop emotional connections with creators through resonance with everyday-life content, while perceived authenticity is formed through the creator’s long-term consistency and transparency. These factors contribute to positive brand attitudes and brand trust, which in turn enhance consumers’ acceptance of the creator’s affiliated brands. The results further reveal that brand trust plays a crucial role in facilitating cross-brand consumption. Once trust is established toward the creator, it can be transferred to other brands under the same creator, reducing consumers’ perceived uncertainty toward new products. Nevertheless, brand loyalty is not based on blind support. Consumers continue to evaluate products rationally according to their needs, price considerations, and product performance. Overall, the loyalty relationship developed in creator branding reflects a dynamic balance between emotional attachment and rational decision-making.

Based on these findings, this study suggests that creators should build brand relationships through everyday content that maintains audience resonance and an appropriate level of authenticity, while avoiding excessive packaging or commercial placement that may weaken trust. Brand extensions should be closely connected to the creator’s lifestyle context and personal values, and long-term success should rely on product competitiveness rather than fan support alone. Furthermore, creators should pay particular attention to consumers who support multiple brands and respond to negative feedback through continuous improvement and responsible communication in order to strengthen brand trust and loyalty.

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鈕文英，2021。《研究方法與設計—量化、質性與混合方法取向》。台北市：雙 葉書廊有限公司。

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