隨著社群媒體的普及發展和影響力的增加，越來越多的微型網紅崛起，其特定的受眾群體以及高度專注的內容，也受到企業品牌方的青睞。網紅業配已成為當今數位時代的一個營利模式，越來越多地企業與品牌尋求與網紅合作，以推廣其產品或服務。對此，本研究旨探討消費者在觀看YouTube網紅業配時所面臨的消費行為過程，並以網紅人格特質（專業度、可靠度）以及廣告訊息特性（新奇性、資訊性）作為前置因子，透過AIDA模型理論(Attention-Interest-Desire-Action)為基礎，將YouTube網紅業配的特點與消費者的感知以及行為決策過程聯繫起來。本研究採用網路問卷調查收集數據，共回收450份有效問卷，以結構方程模型(Structural Equation Modeling, SEM)進行統計分析。研究結果顯示，網紅特質（專業度、可靠度）以及廣告性質（新奇性、資訊性）對產品興趣產生正面的影響。同時，網紅特質（可靠度）以及廣告性質（新奇性、資訊性）也對業配內容興趣產生正面的影響。然而，網紅特質（專業度）對業配內容興趣並沒有產生顯著的正面影響。此外，消費者對業配內容與產品興趣越高，消費者對其欲望的產生也會提升，從而加強消費者對業配產品的偏好。最後，消費者對產品欲望的情感越高，越能提升消費者購買意圖的決策行為。因此，本研究建議企業在找尋網紅進行業配行銷時，能夠針對網紅人格特質來挑選合適的人選，並通過精心設計業配廣告內容，以提升消費者對YouTube網紅業配的注意力，進而加強消費者對產品的興趣，以利驅使消費者進一步做出購買行為決策。

With the widespread growth and increasing influence of social media, there has been a rise in micro influencers. Influencer marketing has become a profitable model in today's digital era, with more and more companies and brands seeking collaborations with influencers to promote their products or services. This study aims to explore the consumer behavior process when watching sponsored content by YouTube influencers. It utilizes influencer personality traits (expertise, trustworthiness) and advertisement message characteristics (novelty, informativeness) as antecedents. Drawing upon the AIDA model (Attention-Interest-Desire-Action), the study links the features of YouTube influencer collaborations with consumer perceptions and decision-making processes. Data was collected through online surveys, yielding 450 valid responses, which were statistically analyzed using Structural Equation Modeling (SEM). The results indicate that YouTube influencer traits (expertise, trustworthiness) and advertisement characteristics (novelty, informativeness) have a positive impact on product interest. Furthermore, influencer traits (trustworthiness) and advertisement characteristics (novelty, informativeness) also positively influence interest in sponsored content. However, influencer trait (expertise) did not significantly affect interest in sponsored content. Additionally, higher interest in sponsored content and product correlates with increased consumer desire, thus reinforcing consumer preference for sponsored products. Finally, heightened emotional desire for the product enhances consumer purchase intention. Therefore, the study suggests that companies, when selecting influencers for marketing collaborations, should focus on influencer personality traits and carefully design sponsored content to enhance consumer attention, strengthen interest in products endorsed by YouTube influencers, and ultimately drive consumer purchase decisions.

陳亨安 (2020)。中國大陸網紅經濟簡析。經濟研究.國家發展委員會經濟發展處，20期，278-302。
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iKala (2022)。台灣網紅2年發750萬則業配文！短影音如何變現？2023網紅行銷趨勢一次看。https://www.bnext.com.tw/article/74593/ikala-influencer-marketing-trend
台灣網路資訊中心. (2022). 2022台灣寬頻使用狀況報告.https://report.twnic.tw/2022/
數位行銷方法 (2023)。業配(業務配合)是什麼？KOL業配收費行情多少？https://twfirst.com.tw/digitalmarketing/advertorial/

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