隨著電商平台的逐漸發展，廠商們不再滿足於原本的銷售方式，而是採用電商直播這一新興模式，也就是藉由網紅、明星等公眾人物對產品的介紹和推薦，說服消費者，進而促進消費者的購買意願。然而，並不是所有的網紅都能在其中發揮出良好的說服效果：有些網紅能夠創造出極高的銷售額，有些網紅卻只有個位數的觀看量。針對這一現象，過往研究大多專注於說服過程中所展示的內容、直播技巧等方面對說服效果的影響。而本研究想要探討除了在直播過程中產品特性、網紅所展現的技巧之外，其個人所具備的社會資本是否會在說服的過程中，對消費者的偏好及購買意願產生積極的影響。本研究透過收集網紅說服之相關文獻，並搭配社會資本理論、ELM等理論基礎，從中萃取電商直播中網紅說服之成功因素。針對中國大陸的大學生族群，在社團群組中發放問卷，收集了受眾對網紅說服的看法。此外，從填答問卷的受眾中進一步發放開放式問卷並進行電話訪談。在文獻整理、問卷收集、個案訪談的三角驗證之下發現，在電商直播的環境中，消費者購買意願更會受到產品的知覺價值之影響，這其中，網紅的社會價值與產品的知覺價值有著較為顯著的影響。在實務方面，藉由本研究的結論，能夠歸納出電商直播中網紅說服成功的因素，為未來廠商在選擇網紅直播時，提供一個參考的標準。在學術方面，本研究在原本思辨可能性模型（Elaboration Likelihood Model, ELM）的基礎之上，增加了從社會資本的角度探討對說服效果的影響，填補社會資本的文獻不足。

With the gradual development of e-commerce platforms, manufacturers adopt the emerging model of e-commerce live streaming, letting the internet celebrities, super stars or other public figures to persuade consumers to purchase products. While past studies focus on the influence of the content displayed in the process of persuasion, such as the persuasion skills, little is known about the person has what kind of the influence on consumers' preference and purchase intention. The goal of this stud is to explore whether the personal social capital of internet celebrities will have a positive influence on consumers' preference and purchase intention in the process of persuasion, except the influence of the product features and persuasion skills. Based on theory Social Capital and Elaboration Likelihood Model, we hypothesize that consumers will be influenced by both the internet celebrities and the product. Surveying Questionnaire data from the college students aged 20-30 in mainland China, who are the main force of e-commerce shopping consumption, this paper finds that consumers' purchase intention is more affected by the perceived value of products, among which, the social value of internet celebrities has a significant impact. So our study can provide reference for future manufacturers to select and train the internet celebrities.

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