隨著社群媒體與創作者經濟的快速發展，網紅、YouTuber 與關鍵意見領袖已不再只是企業品牌的廣告代言人，而是逐漸轉型為自有品牌的主理人、內容生產者與社群流量入口。相較於傳統電子商務強調產品線深度、商品多樣性與大量 SKU 以滿足異質需求，許多網紅自有品牌在創業初期反而採取產品精簡策略，集中資源經營少數核心商品。此現象挑戰了傳統零售中「商品越多越能吸引消費者」的直覺，也反映出在信任經濟與社群商務脈絡下，消費者對品牌價值的判斷可能不只來自商品數量，而更來自主理人形象、信任關係、品牌專注程度與產品品質線索。
本研究以 S-O-R（Stimulus-Organism-Response）模型為理論基礎，探討「個人品牌力」與「產品精簡策略」作為外部刺激，如何透過「瀏覽意願」與「感知專業度」等內在心理反應，進一步影響消費者對網紅自有品牌之「購買意願」。本研究採網路問卷調查法，以具有網紅關注或網路購物經驗之消費者為研究對象，共取得 253 份有效樣本，並以敘述性統計、信度分析、效度檢驗、相關分析與迴歸分析進行假說檢定。
研究結果顯示：
第一，個人品牌力對瀏覽意願具有顯著正向影響；第二，產品精簡策略對感知專業度具有顯著正向影響；第三，瀏覽意願對購買意願具有顯著正向影響；第四，感知專業度對購買意願具有顯著正向影響。加入性別、年齡層、教育程度、可支配所得與追蹤網紅習慣等控制變數後，四項假說仍維持顯著。本研究結果說明，在網紅自有品牌情境中，消費者會因主理人的可信賴性、專業性與吸引力而提高瀏覽品牌賣場的意願；同時，當少 SKU（Stock Keeping Unit） 被解讀為品牌專注、嚴選與品質把關時，產品精簡策略亦能提升品牌之感知專業度。對資源有限的創作者品牌而言，與其過早追求產品線擴張，不如優先強化主理人信任資產與核心產品的專業敘事，以提升購買轉換與後續支持。

With the rapid development of social media and the creator economy, influencers, YouTubers, and key opinion leaders have increasingly transformed from advertising endorsers into founders and operators of their own brands. Unlike conventional e-commerce models that emphasize broad product lines and high assortment variety, many influencer-owned brands adopt a lean assortment strategy and concentrate limited resources on a small number of core products.
Drawing on the Stimulus-Organism-Response (S-O-R) framework, this study examines how personal brand power and lean assortment strategy, as external stimuli, influence consumers' internal psychological responses — including browsing intention and perceived expertise — which in turn affect purchase intention. An online questionnaire survey was conducted, yielding 253 valid responses analyzed using descriptive statistics, reliability and validity analysis, correlation analysis, and regression analysis.
The empirical results show that personal brand power has a significant positive effect on browsing intention (β = .795, p < .001); lean assortment strategy has a significant positive effect on perceived expertise (β = .632, p < .001); browsing intention significantly enhances purchase intention (β = .818, p < .001); and perceived expertise also significantly enhances purchase intention (β = .787, p < .001). After including control variables such as gender, age group, education level, disposable income, and influencer-following habits, all four hypotheses remained supported.
These findings indicate that consumers are more likely to browse an influencer-owned brand when they perceive the influencer-founder as trustworthy, knowledgeable, and attractive. Moreover, when a small product assortment is interpreted as a signal of focus, curation, and quality control, it can strengthen consumers' perceived expertise of the brand. For resource-constrained creator brands, the findings suggest that building the founder's trust-based personal brand and communicating the professionalism behind a few core products may be more effective than premature product-line expansion.

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