近年來隨著全球資訊網蓬勃發展，社群媒體迅速興起，「網紅」即成為網路世代下的核心人物，越來越多品牌尋求網紅代言合作，於YouTube推廣產品或服務，因此，網紅經濟的重要性逐漸提高。本研究以三個專櫃美妝品牌為例，除針對美妝品牌探討其品牌體驗、品牌個性、顧客滿意度與顧客忠誠度之關係外，主要旨在探討網紅代言來源可信度對於品牌體驗、品牌個性與顧客忠誠度是否具有調節效果。
本研究透過網路便利抽樣方式蒐集有效問卷共342份，根據結構方程模式分析結果顯示，品牌體驗對品牌個性、品牌體驗對顧客忠誠度、品牌個性對顧客滿意度以及顧客滿意度對顧客忠誠度具有正向影響，品牌個性與顧客滿意度分別對於品牌體驗與顧客忠誠度具有中介效果，此外，在品牌體驗與品牌個性分別影響顧客忠誠度的情況下，網紅代言來源可信度具有部分正向調節效果，以及在品牌體驗透過品牌個性影響顧客忠誠度的情況下，網紅代言來源可信度具有部分正向調節效果。

In recent years, with the rapid development of the internet and social media, “internet celebrities” have become the core figures of the internet generation. More and more brands seek internet celebrities endorsement cooperation to promote their products or services on YouTube. Hence, the importance of internet celebrities economy has gradually increased. This study takes three beauty brands as examples, not only discusses with the relationships between brand experience, brand personality, customer satisfaction and customer loyalty for beauty brands, but also aims to explore whether the source credibility of internet celebrities endorsement has moderation effect on brand experience, brand personality and customer loyalty.
This study collected 342 valid questionnaires through online sampling, and analyze the results through structural equations modeling (SEM). Research results show brand experience has a positive impact on brand personality and customer loyalty, brand personality has a positive impact on customer satisfaction, and customer satisfaction has a positive impact on customer loyalty. The results of the mediation analysis showed that brand personality and customer satisfaction mediates the relationship between brand experience and customer loyalty, and the results of the moderation analysis suggested that internet celebrities endorsement source credibility moderates partially the relationship between brand experience, brand personality and customer loyalty.

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