社群媒體藉由業配文為品牌提供一種較不突兀的方式接觸消費者，而根據公平交易法要求，業配文須披露其與品牌之間的商業性質，文章不能再隱藏他們的行銷意圖。因此，消費者對業配文的態度是評估廣告效果一個至關重要的問題。
本研究展現了兩項研究的結果，研究一表明消費者認知業配文的商業意圖後，對業配文產生負面的態度，進而影響其網路口碑參與的意願。此外，我們加入品牌個性與自我概念一致性進行探討，一致性程度愈高愈能正向影響其網路口碑參與的意願。研究二表明消費者在意識業配文的商業意圖後，平衡的陳述方式對於業配文的態度比自我提升的陳述方式更能維持消費者的好感度。
本研究期望能提醒品牌端尋找網紅合作時，應考慮網紅的特質與粉絲個性的重要性，同時也要注意業配文的撰寫方式，如此才能在業配文與消費者接受的範圍內獲取平衡，達到最佳的廣告效果。

Social media provides the opportunity for brands to reach consumers in a less obtrusive way through sponsored posts. Under the Fair Trade Act, sponsored posts are required to disclose business relationships with brands, so that they can no longer hide their business intentions. Therefore, consumers' attitude towards the sponsored posts is a crucial issue to evaluate the effect of advertisements.
This research shows the results of two studies, first experiment shows that consumers have a negative attitude towards sponsored posts after perceiving the business intention of the post, which affect their willingness to participate in electronic word-of-mouth (eWOM). In addition, we added the congruence between brand personality and self-image to discuss, the higher the degree of consistency, the more positive influence in eWOM. Experiment 2 shows that when consumers are aware of the business intention of the sponsored posts, the balanced presentation post is more likely to maintain the favorable impression of consumers than the self-enhancing statement.
This study is expected to remind brands to consider the importance of influencer’s characteristics and fans' personalities when seeking influencer cooperation, and also to pay attention to the way of writing sponsored post, so as to achieve the best advertising effect within the sponsored post and consumer acceptance.

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