近年來隨著網路與行動裝置的普及、消費模式的改變，一種獨特形式的社交媒體崛起，並被公認為「直播視頻平台」。互聯網用戶們更容易透過社交平台取得知名度，造就了網路紅人的蓬勃，甚至形成了「網紅經濟」，亦為「粉絲經濟」。自媒體的出現衝擊了傳統媒體生態，但對某些店家或企業來說卻是個新的銷售契機，是一個可以與消費者互動的銷售行為，能夠與現今最廣為使用的行銷手法「關鍵字行銷」搭配推廣，是近日新電子商務最為喜愛的行銷方式。然而「直播」與「網紅經濟」是近期兩年間才興起的趨勢，以亞洲地區開始擴展，甚至國外也還未普及網紅文化，因此過去相關探討的研究文獻極其少數。本研究以廣告涉入度到資訊搜尋行為為基底，並加入最新趨勢話題的網路紅人代言等變項因子與社群媒體直播變項因子作為使用情境之變數，來探討網紅經濟下關鍵字搜尋意圖影響之因素。
本研究使用問卷調查法進行研究與分析，經過研究結果分析證實，對於廣告有越高的涉入度，會有更高的關鍵字知覺，而有較高的關鍵字知覺，會有更高的關鍵字搜尋意圖。除此之外，對於網路紅人代言有正向的影響，不僅網路紅人代言的吸引度、喜好度、熟悉度、可靠度、專業度等都能有效的提升。然而網路紅人直播代言使用情境下，人們更重視對於網路紅人代言的喜好感受，不要求吸引人或熟悉感的網紅、不需要完全聽懂專業或可靠的資訊，就進而擁有較高的關鍵字知覺。另外，相對於社群媒體直播下之使用時間、行為表現，虛擬社群更能有效幫助閱聽人知覺關鍵字。透過虛擬社群的討論，能夠增加閱聽人對於網路紅人代言的吸引度，卻不會影響對原有網路紅人代言的熟悉感與喜好度 ; 不僅如此，這樣的討論串更能夠增加網路紅人代言訊息的可靠性。如果網紅代言已有相當的專業性，相對降低了閱聽人對於產品的不確定性，就會導致缺乏資訊搜尋意圖。
另外本研究透過分群發現，有觀看網路紅人直播代言經驗者，在較高的廣告涉入度情況下，會對網路紅人代言之吸引度與熟悉度更為在意。在虛擬社群調節下，會因為較有吸引力、可靠度之網紅代言給予回饋，甚至有較高的關鍵字知覺。在性別方面，男性比起女性更在乎網路紅人代言的熟悉感，能有比起女性更高的關鍵字知覺程度。根據本研究的研究結果希望能對學術上更加貢獻，且實務上希望對於網紅經濟、關鍵字行銷與搜尋引擎優化的操作人員有所幫助。

In recent years, the rise of a unique form of social media has been recognized as a "live video platform" with the popularization of the Internet, mobile devices and changes in consumption patterns. Internet users are more likely to gain popularity through social platforms. And that created a prosperity of internet celebrity, even formed the "Internet Celebrity Economy", as "Fan economy". The appearance of self-media has impacted the traditional-media ecology, but it is a new sales- opportunity for some stores or businesses. It is a sales-action that can interact with consumers and can be promoted with the most widely used marketing tactics of "Keyword Marketing". It is the most popular marketing method for new e-commerce in recent days. Since the "Live Broadcast" and "Internet Celebrity Economy" have only emerged in the recent two years, the expansion of the Asian region has begun, and even the foreign community has not yet popularized the Internet Celebrity Economy Culture. Therefore, the relevant research literature has been extremely few in the past. This research based on the degree of advertisement involvement to information search behavior, and adds variable factors such as Internet Celebrity Endorsements of the latest trend topics and Social Media Broadcast variable factors as the variables of usage scenarios. To explore the factors Influencing keyword search intention under the Internet Celebrity Economy.
This study used questionnaires to conduct research and analysis. After analysis of the research results, it was confirmed that the higher the degree of involvement in advertising, the higher the awareness of keywords, and the higher the awareness of keywords, the higher the keyword search intention. In addition, there is a positive impact on the endorsement of the Internet Celebrity, and not only the attractiveness, preference, familiarity, reliability, and professionalism of the Internet Celebrity Endorsement can be effectively improved. However, in the context of the use of the live-endorsement of the Internet Celebrity, people pay more attention to the feelings of favor for Internet Celebrity, do not require attractive or familiar, do not need to fully understand professional or reliable information, and then have to have Higher keyword awareness. In addition, the virtual community is more effective in helping people to aware keywords than the passing time and behavior of the social media live broadcast. Through the discussion of the virtual community, we can increase the audience's attractiveness for Internet Celebrity Endorsements, but it will not affect the familiarity and preference of the existing online Internet Celebrity Endorsement. Not only that, such discussions can be more effective. Increase the reliability and professionalism of Internet Celebrity Endorsement's messages. If the Internet Celebrity Endorsement has been quite professional, it will relatively reduce the audience's uncertainty about the product, which will lead to a lack of information search intentions.
In addition, this study found that through grouping, there are people who have watched the Internet Celebrity Endorsement experience, in the case of a higher degree of advertising involvement, will be more concerned about the degree of attraction and familiarity of Internet Celebrity Endorsement. Under the regulation of the virtual community, feedback will be given because of the more attractive, reliable Internet Celebrity Endorsement, and even higher keyword awareness. In terms of gender, Men are more concerned about the familiarity of Internet Celebrity Endorsement than Women and have a higher degree of keyword awareness than women. According to the research results of this study, it is hoped that it will contribute more to academics, and in practice, it is hoped that it will be helpful to operators of Internet Celebrity Economy, keyword marketing, and search engine optimization.

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