近年來社群媒體隨著網路的普及化不斷地發展，社群媒體影響者行銷成為影響消費者行為很重要的一個渠道，品牌也逐漸透過與網紅合作接觸到更多的受眾，利用社群媒體影響者特有的影響力以及粉絲黏著度，最終影響消費者的購買意願。
過去品牌於推出新產品行銷時多會依賴大型影響者，鑒於其擁有龐大的粉絲數可以帶來更多的潛在消費，不過大量的追隨者並非能夠讓消費者真正參與，現今有許多大型影響者與品牌形象不一致導致失敗的案例。反之，粉絲人數少的微型影響者，其受眾雖小但參與度高，並且年輕新世代「Z世代」相比大型影響者更加信任與他們日常生活貼近的微型影響者。因此本研究欲利用平衡理論探討Z世代消費者對大型和微型影響者的態度，當消費者心理為平衡的情況下，不同影響力的重要三元素(影響者-消費者、影響者-產品、消費者-產品) 會如何影響消費者對產品的態度，並將說服知識納入調節因子，釐清變數是否會間接影響消費者的態度並改變其購買和網路口碑意願。
根據本研究結果顯示，在三種情境下(大型影響者與產品之間一致性高、大型影響者與產品之間一致性低、微型影響者與產品之間一致性高)，消費者與產品間之一致性對於消費者之產品態度有顯著的影響，因此在消費者心裡平衡的狀態下，影響者若是與產品間的一致性越高，消費者與產品間的一致性則會越高，並且將會積極影響消費者對產品的態度，而消費者之產品態度對購買意圖和口碑意圖有正向顯著的影響。但在驗證調節效果時，說服知識僅在大型影響者與產品有正向連結之情境下具備調節作用。因此本研究認為企業在向Z世代消費者推廣品牌活動時，應與自身形象符合的網紅合作，並考量消費者之說服知識程度，Z世代消費者在面對大型影響者時相對微型影響者較容易因為其說服知識程度而對行為意圖有所影響，若是要讓行銷策略更加成功，選擇微型影響者更能夠讓消費者不易被說服知識所影響。

Nowadays, influencer marketing has become an important channel to influence consumer behaviors through social media. In the past, brands often relied on macro- influencers when launching new products. Given their huge number of fans, macro- influencers can bring more potential consumption. However, large number of followers does not mean all the followers will really participate in the marketing campaign. Also, there were many failed macro-influencer marketing campaigns due to the bad congruence between the brand and the influencer. Conversely, micro-influencers with a small number of fans but are highly engaged audience. And the younger generation, "Gen Z" trust micro-influencers more than macro-influencers. Therefore, this study intends to use the balance theory and the congruity theory to explore the attitudes of Gen Z consumers towards macro and micro-influencers. The study focuses on the congruence among the three elements of influencer marketing, the influencer, the consumer, and the brand. In addition, using experimental design methods, three scenarios are designed to understand how the congruity between the consumers and the brand to affect the consumers' product attitude. And the moderation of persuasion knowledge on the consumers' behavior intentions. The results show that strong congruence between consumer and product will address positive attitudes toward the product, and the purchase and eWOM intentions. But only in one scenario (macro-influencers and product have positive congruence), the moderating effects of persuasion knowledge on the relationship between the consumer's product attitude and the consumer's purchase intention and the eWOM intention.

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