社群媒體已經成為品牌和消費者溝通的重要管道，品牌投注於網紅行銷的預算日益增高，可見網紅行銷將成為最受重視的行銷方式之一，而疫情更加速品牌將搶佔消費者的戰場轉往線上。過去研究主要集中在探討網紅的來源可信度對消費者產生的影響，並指出網紅行銷有利於品牌改變消費者之態度與行為，從品牌形象、品牌態度到購買意圖。然而，除了來源可靠度之外，消費者通常會受到網紅所製作的內容所吸引並且把注意力放在其所製作之內容中，進而產生態度或行為之改變，因此本研究主要探討網紅所傳遞之訊息訴求對消費者態度與行為之影響。
本研究透過問卷發放、回收以及分析，進行研究假設驗證。問卷內容以 YouTuber 傳遞訊息作為情境設計，包括來源可信度、消費者互動、產品偏好等問題。一共回收 661 份有效問卷。研究結果如下所述。
1. 理性和情緒訊息訴求對 YouTuber 影片態度皆具有顯著的正向相關影響關係。
2. 消費者對 YouTuber 影片態度為正向時，也會對消費者互動產生顯著的正相關影響。
3. 消費者對 YouTuber 影片態度為正向時，也會對產品偏好產生顯著的正相關影響。

Social media has become an important channel of communication between brands and consumers, and brands are increasing the budget on influencer marketing, indicating that influencer marketing will be one of the most valued forms of marketing. Previous research has focused on the impact of the source credibility of influencer on consumers and has shown that influencer marketing can help brands change consumer attitudes and behaviors, from brand image and attitudes to purchase intent. However, consumers are often attracted to and focused on the content produced by the influencers, which leads to changes in attitudes or behaviors, so this study focuses on the impact of the message appeals delivered by influencer on consumer attitudes and behaviors.
The finding of this study conclude to literature as follows. First, both rational and emotional messages have a significant positive correlation on YouTuber's attitude toward videos. Second, when consumers' attitude toward YouTuber videos is positive, it also has a significant positive correlation with consumer engagement. Besides, when consumers' attitude toward YouTuber videos is positive, it also has a significant positive correlation with product preference.

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