當各行業受到COVID-19疫情影響帶來衝擊時，網紅行銷發展卻持續在逆勢中正面增長，近來品牌與廣告主透過Instagram上「微網紅」代言逐漸成為新趨勢，重要性日益增加，在學術上卻鮮少有研究針對此現象進行探討，因此本研究將探討不同規模的網紅、不同貼文業配揭露狀態，對廣告效果之影響，以及三者間的交互作用，本研究欲透過2x2二因子實驗室設計法進行分析，將網紅類型大小，貼文揭露狀態（有揭露標示贊助文和提供專屬折扣碼、無揭露和折扣），對廣告效果（產品搜索意圖、廣告態度、購買意願）之影響，進行比較分析。
本研究發現不同規模的網紅類型，對「廣告態度」的高低有顯著影響，使用微網紅有較佳之廣告態度；不同貼文揭露狀態，對「產品搜索意圖」、「廣告態度」以及「購買意願」的高低有顯著影響，其中誠實揭露和提供折扣碼之貼文，有較高之廣告效果；不同貼文情境對「廣告態度」與「購買意願」的高低，皆有顯著影響，使用微網紅x誠實揭露並供折扣碼的情境，能獲得最佳之廣告成效。
根據研究結果提出學術、實務上之意涵與貢獻，可供品牌與網紅在合作時提出具體建議以獲取更高之廣告效果。

When various industries are affected by the COVID-19, the development of influencer marketing continues to grow. Recently, brands and advertisers cooperate with “micro-influencers” to endorse on Instagram have gradually become a new trend, and their importance is increasing. However, there are few academic studies that discuss the different types of Influencers. Therefore, this research will explore the different scales of Influencers, different disclosure status on advertising effect, as well as the interaction between them. Using an online experimental 2(micro-vs. macro-influencers) x 2(disclosure with discount code vs. no disclosure and discount code) between-subjects design (N=279) on the advertising effects(product information search intentions, advertising attitudes, purchase intention). The findings show that: 1) the different types of influencers have a significant impact on advertising attitude, and micro-influencer has a better “advertising attitude”. 2) different ad disclosure statuses have a significant impact on “product information search intentions”, “advertising attitudes” and “purchase intention”, disclosure with discount code condition have higher advertising effects. 3) micro-influencer x disclosure with discount code condition report higher advertising effect than macro-influencers x no disclosure and discount code. According to the research results, the findings for theory and practice are discussed, it provided suggestions that brands and influencers obtain higher advertising effects when they cooperate.

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