本研究旨在探討「網紅來源特質」對 Z 世代鞋款購買意圖之影響，並以刺激—有機體—反應（S-O-R）模型為理論基礎，建構本研究架構。研究中將「外貌吸引力」、「相似性」與「專業度」作為刺激（Stimuli），「感知動機」、「心理擁有感」與「產品吸引力」作為有機體（Organism）變數，最終影響「購買意圖」（Response）。本研究針對 1995 年至 2010 年間出生之台灣 Z 世代進行問卷調查，最終有效樣本數為 204 份，並以 SmartPLS 進行結構方程模型與多群組分析。
研究結果顯示，三項網紅來源特質均會透過中介變數正向影響購買意圖，其中「心理擁有感」與「產品吸引力」為主要影響路徑。此外，世代差異分析亦發現，Y 世代較重視「相似性」對產品吸引力的提升，而 Z 世代則易因心理擁有感激發購買動機，反映出兩世代在認知與情感歷程上的不同。
本研究不僅驗證 S-O-R 模型於網紅行銷情境下之適用性，亦提供品牌未來發展跨世代社群策略之實務參考。

This study investigates the influence of influencer source characteristics on Generation Z’s sneaker purchase intentions, using the Stimulus–Organism–Response (S-O-R) framework. Specifically, the study conceptualizes physical attractiveness, similarity, and expertise as external stimuli (S), while perceived motivation, psychological ownership, and product attractiveness serve as internal organism (O) variables. These variables, in turn, impact the behavioral response—purchase intention (R). A total of 204 valid responses were collected from Taiwanese consumers born between 1995 and 2010.
Through Partial Least Squares Structural Equation Modeling (PLS-SEM), the study reveals that all three influencer traits positively affect consumer purchase intention through different psychological mediators. The analysis shows psychological ownership and product attractiveness are the most significant mediating factors. A multi-group comparison with Generation Y reveals key differences: Gen Z tends to respond more emotionally, driven by psychological ownership, whereas Gen Y focuses more on perceived similarity. These findings highlight generational nuances in consumer behavior and validate the application of the S-O-R model in the context of influencer marketing.

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