本研究使用網路問卷調查方式，以有定期追蹤網路紅人者為研究對象，共回收446份問卷，有效問卷283份，有效問卷回收率為63.45%。結果發現，當網路紅人具有吸引力時，更容易影響粉絲的思維，使得彼此變的同質，而彼此的同質也能使得粉絲感受到擬社會互動；來源可信度的衡量構面，以專業對廣告效果的影響最顯著，代表當網路紅人具有其代言產品的專業時，對於廣告效果有最正面的助益，而吸引力的影響最不顯著，代表有吸引力的網路紅人不一定是好的代言人。 ;Nowadays, social network sites are becoming more and more popular. It is easier to become famous on the internet than before, and therefore Internet celebrities have become common. Furthermore, companies cooperate with Internet celebrities more frequently to advertise their services or products. Internet celebrities mainly interact with their fans through social networking sites. To explain how Internet celebrity affects the advertisement effects by lunching sponsored videos, this study develops an explanatory model to explain how source credibility influence internet celebrities’ advertisement effects mediated by homophily, parasocial interaction and endorser suitability.
This study collects 446 samples in total by internet questionnaires, and only 283 questionnaires or 63.45% are valid enough for use. The empirical results show that when an Internet celebrities are attractive, their fans have higher homophily with them, and homophily further positively influences fans’ parasocial interaction toward certain internet celebrity. In addition, comparing three components of source credibility, the impact of expertise on advertising effectiveness is the most significant, while the impact of attraction is the least significant.
