由於網路資訊傳播之管道與速度日趨進步，商業行銷的手法從一般平面廣告、電視廣告發展至網路平台，而商品的代言人亦從遙不可及的明星轉為素人。 當素人在網路平台上累積至一定的人氣與點擊率時，就成為「網紅」。然而，為了使廠商於未來能夠透過網紅代言達成有效行銷之商業目的，企業需了解為何人們願意相信素昧平生的網紅。因此，本研究主要目的為：(1) 瞭解人們為什麼相信網紅 (2) 瞭解人們為什麼會對於網紅的推薦產生信任度並有購買行為。
本研究主要採用說服知識理論的架構，探討人們對於網紅發布的訊息及其背後意圖之反應行為，以及最後為何會接受網紅的說服意圖並產生消費行為。透過網路問卷方式進行調查，總共回收有效樣本411份進行研究分析，以結構化方程式模型 (SEM) 進行分析。研究結果發現，偶像崇拜較於內容可信度對於購買意願有更顯著的影響，而在網紅的說服手段中，網紅信譽是影響偶像崇拜及內容可信度之重要因素。而在經過消費者知識調節後，也明顯看出消費者意識到網紅的廣告說服意圖後，會降低其偶像崇拜及內容可信度程度。
此外，本研究進一步分析發現，使用者本身因社群網路使用習慣不同，對於本研究提出之網紅說服手段觀點也有所不同。當企業想進行網紅行銷策略時，可依據本研究之結論，策畫高適配度代言人及行銷策略以刺激消費者購買意願。

This research explores why people believe internet celebrity endorsement with persuasion knowledge. The study was conducted in two phases: an internet survey delivered on Facebook groups to examine the model and various hypotheses and open-ended questions to collect further information that helped the researchers to have a better understanding of the factors of why people tend to believe internet celebrities.
This study uses the theory of Persuasion Knowledge Model to explore people's reaction to the information released by internet celebrities and their intentions. Finally, they accept internet celebrities' persuasive intention and trigger consumer behavior. A survey was conducted through an online questionnaire, and a total of 411 valid samples were collected and analysis by structural equation model (SEM). The study found that idolatry has a greater significant impact on purchase intention than content credibility. In the persuasion method of internet celebrity, the reputation of internet celebrity is an important factor affecting idolatry and content credibility. After the moderating of consumer knowledge, it is obvious that consumers will reduce the level of idolatry and content credibility after realizing internet celebrities' advertising persuasion intention.

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