隨著社群媒體近幾年快速的發展下，許多企業開始利用社群媒體強大的多元平台與顧客建立良好的關係以及互動，現在的行銷手法已經跟過去不同，不會只透過單一的管道與消費者做溝通。在社群媒體蓬勃發展的情況下，越來越多公司會透過社群媒體當作溝通媒介來做整合性的行銷。 因此本研究探討其中之一的社群媒體平台Youtube，來探討在此平台中裡面的代言人Youtbuer對消費者的影響力。採用傳統廣告代言人可信度應用在新興社群媒體代言人Youtuber身上，再加上擬社會互動理論來了解代言人與消費者之間的互動關係，最終探討影響顧客權益以及品牌層面。 本研究採用問卷調查法，收集了406份有效問卷，並透過結構方程式進行模型假說的驗證。本研究結果支持所有假說，並預期能夠給未來想應用Youtube為公司與顧客建立關係、宣傳產品等行銷人員提供貢獻。;With the rapid development of social media in recent years, many companies have started to use the powerful multi-platforms of social media to establish good relationships and interactions with customers. The current marketing tactics are different from the past and it will not be achieved through a single channel to communicate. With social media, more and more companies will use the social media as a medium of communication for integrated marketing. Therefore, this study focuses on YouTube, one of the social media platforms, to explore the influence of the YouTuber on the platform. The use of traditional advertising spokesperson credibility in the emerging community media spokesperson YouTuber, with the theory of para-social interaction to understand the interaction between spokesperson and consumer, and ultimately explore the impact of customer equity and brand. 406 valid questionnaires were collected through an on-line survey, and verify the researchhypotheses using SEM. The results of this study support all the hypotheses and are expected to contribute to the future salespeople who want to use YouTube to establish relationships with customers and promote products.
