隨著網路影音的的崛起，網路影音平台Youtube的使用人數越來越多，消費者常透過Youtube主動搜尋感興趣的產品資訊，使得企業也開始與各具不同特色的Youtube創作者(Youtuber)合作「業配影片」作為行銷策略之一。根據推敲可能性模型之研究中提到，當訊息以影片方式呈現時，訊息來源可信度會對態度產生較大的影響，故本研究期望能深入探討代言人可信度之專業性、可靠性、擬社會化依戀等不同特性與消費者對業配影片之知覺信任以及對業配產品之產品態度間的影響。此外，為了補足過往研究對於Youtube平台高互動特性研究較少之缺口，本研究將透過高／低口碑品質及高／低正面口碑比例的交互搭配，形成4種不同的消費者回應情境，在各情境下探討以上研究問題。
本研究採取網路問卷的方式，分析400份有效樣本，樣本對象涵蓋一般消費者。研究結果發現，代言人專業性在不同消費者回應情境下對知覺信任之影響有明顯差異，代言人可靠性及擬社會化依戀，在不同情境下對知覺信任皆有顯著正向影響，而業配影片知覺信任對業配產品之態度在不同情境下亦皆具顯著正向影響。調節效果部分，在高口碑品質／高正面口碑比例的消費者回應情境中，產品涉入程度會顯著調節代言人專業性及可靠性對知覺信任之影響，而代言人擬社會化依戀對知覺信任之影響，在四個情境中，產品涉入程度皆無顯著調節作用。
最終，透過研究結果之驗證，整理出數項學術貢獻及實務上之應用。本研究期望以口碑品質和口碑比例不同之消費者回應情境，發展出更貼近真實狀況下，代言人可信度特性對於消費者之影響，提供影音創作者及廠商在行銷策略上的建議，以及後續研究者參考。

In this study, we formed four different consumer response situations through the combination of high/low word-of-mouth quality and high/low positive word-of-mouth proportion. Under the above situations, we hope to explore the influence of different characteristics such as expertise, trustworthiness and parasocial attachment on the endorser credibility, as well as consumers' perceived trust on the sponsored videos and their attitude towards the sponsored products.
The results showed that the influence of endorser expertise on perceived trust was significantly different in four situations, and the influence of endorser trustworthiness and parasocial attachment on perceived trust was significantly positive in different situations. Also, perceived trust in sponsored videos has a significant positive effect on the attitude towards sponsored products in different situations. Regarding to the moderating effect, in the consumer response situation with high word-of-mouth quality and high positive word-of-mouth proportion, product involvement significantly moderates the impact of endorser expertise and trustworthiness on perceived trust. However, the influence of endorser parasocial attachment on perceived trust was not significantly moderated in four situations.
Finally, this study aims to develop the influence of endorser credibility characteristics on consumers in a more realistic situation based on the consumers' response situations with different word-of-mouth quality and word-of-mouth proportion, and provide some suggestions on marketing strategies for video creators and manufacturers, as well as references for subsequent researchers.

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