本研究之目的為探討現今品牌與網路紅人合作Instagram推薦貼文中，網路紅人類型與網路紅人/產品一致性對消費者之反應影響。本研究針對253位平常有在使用社群媒體之一般的大眾消費者去進行分析，採用了2X2的二因子實驗設計法，將網路紅人類型(知識型或是魅力型)與網路紅人/產品一致性(一致性高或低)作為自變數，探討在這四種實驗情境中，推薦貼文是怎麼影響消費者的廣告效果(產品認知、品牌態度以及購買意願)。研究發現，此兩者自變數並沒有明顯的交互作用，亦即不論是網路紅人/產品一致性高或低，再接收到任何類型的推薦者的訊息情況下，對於消費者來說並沒有太大的差別，另外錯失恐懼對於網路紅人類型對產品認知、品牌態度、購買意願以及錯失恐懼對於網路紅人/產品一致性對產品認知、品牌態度、購買意願皆存在中介效果; 社會比較對於網路紅人類型對產品認知、購買意願以及錯失恐懼對於網路紅人/產品一致性對產品認知、購買意願皆存在中介效果;Instagram使用強度對於網路紅人類型對產品認知、品牌態度以及Instagram使用強度對於網路紅人/產品一致性對產品認知、品牌態度皆存在中介效果，在學術貢獻上，本研究探討了產品推薦人的類型與產品推薦人與產品的一致性對消費者反應之影響，並進一步去證實錯失恐懼、社會比較以及Instagram使用強度在其影響中存在的中介效果;而研究結果則可以提供實務上網路紅人以及企業擬訂一些行銷策略的建議，並可以提供企業尋找網路紅人合作推薦貼文時作為參考

The purpose of this study is to investigate the impact of internet celebrity types and celebrity/product congruence on consumer responses in the context of online advertising post. A two-factor between-subject experimental design(N=253) was employed with internet celebrity types(knowledgeable vs. attractive) and celebrity/product congruence(high vs. low) as the control variables, and consumer responses (attitude toward the brand , product cognition and purchase intention) as the dependent variables. The results indicated that there is no interaction effect between them but attractive internet celebrity and high celebrity/product congruence seem have better consumer responses. The study also found that these moderators FOMO(fear of missing out), social comparison and social media intensity have effect among internet celebrity types , celebrity/product congruence and consumer responses. Theoretical and managerial implications were discussed.

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中文部分
吳建宗(民89)，「廣告訴求、代言人類型對推廣核能發電之溝通效果」，國立交通大學經營管理研究所碩士論文。
宋伊可(2002)，消費者對產品外觀價值感認知差異之研究-以行動電話為例，國立台北科技大學創新設計研究所，碩士論文。
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