摘要
近幾年影響力行銷的大幅成長是源於社群媒體的興起，由於此種行銷手法能成功的影響追隨者在觀看社群貼文後，對產品產生積極的判斷，使越來越多品牌與社交媒體影響者成為合作夥伴，其中美妝保養品牌積極利用影響力行銷在社群媒體上推廣其產品，成長幅度又以Instagram為最高。本研究運用來源可信度（專業知識、真實性、吸引力、相似性），並使用實驗法來探討Instagram上影響力者的來源可信度高低對於廣告效果（即廣告態度、品牌態度、購買意願）的影響。且加入追隨者對於產品的涉入程度，探討其對產品的了解程度是否會影響原先的結果。本研究共回收274份問卷，並利用階層迴歸進行分析。結果顯示，專業知識、真實性、吸引力和相似性皆會對廣告態度造成影響。而越高的專業知識、真實性和相似性也會產生越高的品牌態度。此外，真實性和相似性也會顯著影響購買意願。而涉入程度的高低並不會干擾來源可信度對廣告態度的影響，但會顯著影響來源可信度與品牌態度間的關係。本研究釐清這些變數能提供美妝保養品牌，在未來能更準確的預測消費者行為並提升其廣告效果。
關鍵詞:廣告效果,專業知識, 影響力者,購買意願, 來源可信度
Abstract
With the popularity of social media, brands are likely to corporate with influencers on social media marketing. Many cosmetic brands promote their products and brand information through social media influencers. This study examined how influencers’ source credibility (expertise, trustworthiness, attractiveness, and similarity) impacts advertising effectiveness (advertising attitudes, brand attitudes, purchase intentions) on social media and also examined the level of consumer involvement. 274 questionnaires were collected and hierarchical regression analysis was used to explore the relationship between source credibility and advertising effectiveness. The results showed that all factors of source credibility (expertise, trustworthiness, attractiveness, and similarity) directly affected advertising attitudes. Moreover, influencers’ expertise, trustworthiness, and similarity also positively affected brand attitudes. In addition, trustworthiness and similarity also significantly affected their purchase intentions. Furthermore, the findings also revealed that involvement would moderate the relationship between influencers’ source credibility and advertising effectiveness in different ways. Understanding these dimensions could help predict behavior more accurately and enhance methods for disseminating the advertising effectiveness of cosmetic brands.
Keywords：Advertising Effectiveness, Expertise, Influencers, Purchase Intention, Source Credibility