近幾年，網紅行銷是相當廣泛應用且熱門的行銷溝通方式，學界與業界皆積極討論，試圖進一步釐清網紅行銷的廣告效果。本研究目的是探討不同的網紅類型及不同品牌知名度的產品搭配，對廣告效果有何種影響。本研究以2（大型網紅/微網紅）x 2（高知名度產品/低知名度產品）實驗法進行問卷設計，在社群平台及網路論壇回收問卷，透過便利抽樣及滾雪球抽樣法回收416份有效樣本。使用獨立樣本t檢定及ANOVA進行驗證分析後，本研究有以下幾項發現：

一、不同類型的網紅，會分別使廣告態度、購買意願、廣告效果，形成顯著的差異，但是廣告回憶則沒有形成顯著的差異。

二、不同品牌知名度的產品，會使廣告態度形成顯著的差異，但是廣告回憶、購買意願、廣告效果，皆沒有因不同品牌知名度產品而形成顯著的差異。

三、大型網紅搭配低知名度產品，會有較高的廣告態度，大型網紅搭配高知名度產品，會有較高的購買意願；但是，四種情境下產生的廣告回憶並沒有顯著的差異，四種情境下產生的廣告效果，亦沒有明顯的不同。

本研究除了補足網紅行銷在3C家電產業的探討外，也為未來研究方向與業界應用層面提供建議。

In recent years, influencer marketing has been confirmed as a widely applied and popular marketing communication tool. Moreover, both the academic and business world have a strong interest in discussing its advertising effectiveness. This study investigates how the influencer types and products with different brand awareness would influence the advertising effects. The 2 (Macro-Influencer/Micro-Influencer) by 2 (high brand awareness/low brand awareness) research method is applied to design the questionnaires. The questionnaires were distributed via social media platforms and online forums. In total, 416 valid samples were collected through convenience and snowball sampling. The data was analyzed using the Independent Samples t-test and one-way ANOVA. There are several findings in this study:

1.Different influencer types make advertising attitudes, purchase intention, and advertising effects significantly different. However, different influencer types would not result in significantly different advertising recall.

2.Products with different brand awareness make advertising attitudes a significant difference. However, different brand awareness would not result in significantly different advertising recall, purchase intention, or advertising effects.

3.Macro-influencer matched with the product with low brand awareness would have higher advertising attitudes. Macro-influencer matched with the product with high brand awareness would generate higher purchase intention. However, there is no significant difference in advertising recall generated under the four scenarios. There is also no significant difference in the advertising effects produced under the four scenarios.

This study not only fills in the gap in the discussion of influencer marketing in the consumer electronics and home appliance industry but also provides suggestions for future research and application.

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