近年來，越來越多消費者使用社群媒體平台搜集品牌產品資訊，促使社群媒體平台之行銷備受品牌行銷人員之注意，紛紛透過社群媒體平台推廣品牌產品。另外，消費者習慣的改變亦使網紅行銷成為流行趨勢，網紅經濟已成為這個世代的新商業模式，企業透過網紅的吸引力來創造更大利益。網紅時常於Instagram和YouTube上以貼文或是日常生活影片來傳遞品牌產品資訊，而消費者在搜尋品牌產品資訊和決定購買哪些產品或服務時，越來越相信網紅分享的資訊，因此網紅的貼文可信度至關重要。過去研究關注於比較網紅具有特質之研究較少，因此，本研究將網紅代言人分成兩種類型觀察其中的影響。本研究以承諾信任理論為基礎，探討好感度與貼文可信度是否會影響消費者線上行為意圖。本研究採用問卷調查法，並利用SPSS23.0與Smart PLS V.3.3.2電腦統計軟體進行相關資料分析及模式驗證，進行兩種商品屬性之分析，分別為美妝樣本和3C樣本，回收有效樣本分別為259份和262份，共521份有效樣本。研究結果指出網紅的專業知識影響力對好感度與可信度有正向影響，網紅的吸引力對好感度與可信度亦有正向影響，而好感度與可信度正向影響消費者搜尋意願、購買意願與推薦意願。特別的是，具有吸引力的網紅於消費者而言有更大的影響力。本研究有助於提供企業未來社群媒體平台網紅行銷之參考依據。

In recent year, more and more consumers increase the willingness to search for more information of the brand by using social media platforms. As a result, “influencer marketing” has attracted the attention of brand marketing specialist, who are using social media platforms to promote their brands, products and services. In addition, the behavior of consumers is going to change and makes “influencer marketing” becoming a popular and a new business model in this era. Also, companies through the attractive of social media influencers to make more benefits. Influencers always send messages by writing a post or filming a video on Instagram and YouTube while consumers searching for brand product information and deciding which products or services to buy that a post affects consumer trust in influencers. So, in other words, the post credibility is very important. This study proposes a theoretical model to explain how the effect between likeability, post credibility and behavioral intention and to compare the relationships between the two groups. A study on online survey methodology by using SPSS23.0, Smart PLS V.3.3.2 to analysis the data and model test validation. Moreover, this research investigated two samples: cosmetics products and 3C products (an abbreviation often used in Taiwan for “computer, communication, and consumer electronics.”) (cosmetic products, n=262/ 3C products, n=259). Results show that the professional of influencers has a positive impact on likability and credibility, and attractive influencers has a positive impact on likability and post credibility. Although the likeability and post credibility also increase the willingness to search more information, recommendation intention and purchase intention. Specially, attractive influencers have more effective. In all, this study is helpful to provide a reference for the future marketing of network celebrities on social media platforms.

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