本研究之目的為探討使用幽默訴求的網路紅人推薦式廣告中，網路紅人可信度、幽默廣告類型、產品類型與推薦人適配度對廣告效果之影響。研究方法使用實驗設計法，以網路紅人推薦式廣告作為實驗刺激物，採取幽默廣告類型（訊息主導∕幽默主導）與產品類型（功能型產品∕享樂型產品）兩個自變數設計出四個研究組別，對應變數廣告效果（廣告態度、產品態度與購買意願）的影響進行分析。針對175位有使用Facebook的社群網站使用者進行調查。研究結果發現，無論是功能型產品或享樂型產品，搭配訊息主導幽默廣告在廣告效果上皆優於幽默主導；網路紅人的可靠度與喜好度對於廣告效果皆有顯著正面影響；推薦人適配度對於廣告效果也有顯著的中介效果。本研究理論上的貢獻為探討採取幽默策略之網路紅人推薦式廣告對於消費者決策的影響；實務上可以作為企業在挑選網路紅人擔任產品推薦人的參考。

This research probes into the phenomenon of advertising-like product recommendations by Internet celebrities. A 2 × 2 experimental design (N = 175) was employed with humorous appeals (information-oriented vs. humor-oriented) and product categories (utilitarian vs. hedonic) as the control variables, and ad effectiveness (attitude toward the ad, attitude toward the product, and purchase intention) as the dependent variables. Results indicated that information-oriented ads were more effective than humor-oriented ads for both utilitarian and hedonic products. Also, Internet celebrities’ reliability and likeability positively influenced ad effectiveness while celebrity-product fit was the mediator between these relationships. Theoretical and managerial implications were discussed.

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