近年來，外籍網紅透過分享在台生活經驗與異國文化內容，逐漸成為品牌跨文化溝通的重要媒介。其中，外籍網紅與台灣便利商店合作推出聯名鮮食商品，已形成具代表性的跨文化網紅行銷情境。然而，既有研究多聚焦於同文化背景之網紅行銷，對台灣消費者如何感知外籍網紅所呈現的文化特徵，進而影響信任與購買意圖，仍缺乏系統性探討。
本研究以刺激－機體－反應（S-O-R）模型為理論基礎，整合 Hofstede 文化維度理論與 Ohanian 來源可信度理論，探討外籍網紅之文化特徵與來源特質對台灣消費者信任與購買意圖之影響。研究以「法國酷的夢」、「韓勾ㄟ金針菇」與「泰國娘娘」三位外籍網紅及其超商聯名鮮食商品為研究情境，透過網路問卷蒐集 325 份有效樣本，並以 SmartPLS 4 進行 PLS-SEM 分析。
研究結果顯示，權力距離、集體主義、吸引力與專業性皆會正向影響消費者信任，而信任亦會正向影響購買意圖，其中以專業性影響最強。此外，信任在各刺激變數與購買意圖之間皆具有完全中介效果。多群組分析結果進一步顯示，三組外籍網紅在集體主義與吸引力對信任之影響上存在顯著差異，但整體信任與購買意圖並無顯著組間差異。本研究發現，在低涉入超商聯名情境中，文化背景差異對消費者信任之影響相對有限，來源可信度－尤其是專業性才是核心驅動因素。研究結果可補充跨文化網紅行銷之實證研究，並提供品牌選擇外籍網紅與規劃聯名策略之參考。

This study investigates how Taiwanese consumers perceive the specific cultural characteristics and source attributes of foreign influencers, and how these multidimensional perceptions affect consumer trust and purchase intention. Grounded in the Stimulus-Organism-Response (S-O-R) theoretical framework, this research strategically focuses on the convenience store co-branded fresh food market in Taiwan. Using prominent foreign influencers, specifically Ku’s Dream, Jinzhengu, and Niang Niang, as empirical cases, 325 valid responses were collected through a structured online questionnaire. The proposed conceptual framework was quantitatively analyzed utilizing Partial Least Squares Structural Equation Modeling (PLS-SEM). Structural analysis reveals that perceived power distance, perceived collectivism, attractiveness, and professional expertise all significantly and positively drive consumer trust, which subsequently stimulates purchase intention. Notably, perceived expertise exerts the most substantial impact on establishing trust. Furthermore, statistical analysis confirms that trust serves as a complete mediator bridging all external stimulus variables and purchase intention. Multigroup analysis highlights significant variations regarding how collectivism and attractiveness differentially affect trust across the influencer groups. Ultimately, cultural background demonstrates a limited overarching effect in low-involvement co-branded contexts, whereas influencer expertise remains the primary behavioral driver, providing actionable managerial guidelines for optimizing retail brand collaboration strategies.

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