網路紅人對於消費者決策上有著不容忽視的影響力，Marketing News(2022)指出，即使資訊是來自人們不熟悉的網路紅人，有28%的受訪者認為他們內容會對購買意願產生正向影響。現今，許多網路紅人除了與品牌、企業合作，傳播行銷訊息外，於社群平台上具有規模流量、影響力的網路紅人，紛紛策劃創立自創品牌，希冀延續競爭優勢，將網路聲量轉換成品牌資產及銷售額。
本篇研究以網路紅人於食品業的自創品牌為研究標的，旨在探討知名網路紅人之特質對消費者對網紅之態度之影響，了解消費者對網紅之態度如何影響消費者對網紅自創品牌態度以及購買意願，以及加入產品適配性因素後對於購買意願之影響。本研究以網路問卷進行調查，針對知道網紅—館長並認識其自創品牌「惡名昭彰」的消費者為研究對象，共計回收230份有效問卷，透過迴歸分析發現，網紅的特質對消費者對網紅的態度具有正面的影響，而消費者對網紅的態度會正向影響消費者對於其自創品牌的態度以及購買意願，同時，品牌態度於消費者對網紅之態度與購買意願間存在部分中介效果，而產品適配性在消費者對網紅之態度對購買意願影響間無干擾效果。
透過本研究的結果，期望為未來名人經營人類品牌形象、網紅及名人發展自創品牌、產品的策劃上提供方針建議，以及對研究人員提供後續研究參考。

The influence of online personalities on consumer choice is undeniable. According to Marketing News (2022), 28% of respondents think that the content of Internet influencers who are unfamiliar to them would have a favorable effect on their purchase intention.
Today, many Internet celebrities with significant social media followings and impact have decided to launch their own brands in an effort to maintain their competitive advantages, in addition to working with brands and businesses to convey marketing messages. This study focuses on the owned brand of the Internet celebrity in the food industry and seeks to understand how consumers' perception of Internet celebrity is influenced by the traits of the well-known Internet celebrity. It also seeks to understand how consumer perception of the Internet celebrity affects consumers' attitude towards the brand of online celebrity as well as their purchase intention. The effect of product-influencer fit on consumers' purchasing intention is also examined.
This study used an online questionnaire survey to gather 230 valid questionnaires from consumers who were familiar with the Taiwan internet celebrity Holger Chen and knew his owned brand "Notorious" as the research subject. The results of this study show that consumers' perception of the Internet influencer is positively impacted by the attractiveness, expertise, and trustworthiness of Internet celebrity, and that consumers' attitude towards Internet celebrity positively affects how they view their own brand and how likely they are to make a purchase. While product-Influencer fit has no interference effect between attitude towards internet celebrity and purchase intention, brand attitude has partial mediation effect between consumer's attitude towards online influencer and purchase intention.
The findings of this study are anticipated to offer recommendations for future celebrities to manage their human brand, for Internet influencers and celebrities to establish their own brands, as well as give researchers with follow-up research references.

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