隨著保健食品產業蓬勃發展，因應疫情後國人保健意識提升，市場需求強勁下，行銷策略對保健食品業者至關重要。近年來網紅經濟興起下，SNS (Social Network Service)環境下的醫療產業知識型網紅對於保健食品市場產生一定程度的影響，其對於消費者影響深遠。在專業知識方面，知識型網紅擅於處理消費者對於產品不熟悉的疑慮，以及提供個人化產品，為消費者打造適合的保健食品類別及品項。本研究因此建構一個符合現況的理論模型，其可用於預測知識型網紅影響消費者個體及群眾的重要關鍵因素。本研究模型基於Attention-Interest-Search-Action-Share (AISAS)理論模型總結知識型網紅影響消費者的購買決策機制結合我們意圖，並利用社會認同理論作為中介，探討知識型網紅對消費者個人及群體行為意圖的影響，理論模型針對台灣地區曾觀看過醫療業知識型網紅在SNS環境下行銷保健食品的受眾進行調查。基於AISAS模型的五個特徵，本研究整合影響消費者追蹤意圖及購買意圖的影響因素(個人維度及社會維度)。研究模型驗證了消費者在觀看知識型網紅下，是否具有個人意圖及我們意圖。這項研究有助於AISAS模型、我們意圖及保健食品行銷應用的理論發展。
本研究以問卷發放為研究方法，透過各社群媒體平台及小花藥師LINE群組粉絲團蒐集到396份有效問卷並以結構方程模式進行資料分析。研究結果顯示，吸引力及可靠性對於個人追蹤網紅意圖有顯著的影響，專業性對於個人追蹤網紅意圖未有顯著影響。互動性及內容溝通性對於追隨者的社會認同有顯著的影響。此外，個人追蹤網紅意圖對於追隨者的社會認同有顯著影響，且追隨者的社會認同對於個人購買意圖有正面影響，進而使個人購買意圖對於群體追蹤網紅意圖有正面影響。本研究彌補過去文獻之不足，並提供保健食品行銷業者在行銷方面相關實務之依據。

With increasing health awareness and the rise of influencer marketing, knowledge-based influencers—particularly those in the medical field—have become key opinion leaders in the health supplement industry. This study investigates how such influencers affect consumer behavioral intentions through both personal and social dimensions. Drawing upon the AISAS (Attention, Interest, Search, Action, Share) model, and integrating Source Credibility Theory and Social Identity Theory, the research incorporates the concept of we-intention to explore group-level behavioral influence.A total of 396 valid responses were collected through a structured questionnaire targeting Taiwanese social media users who had viewed medical influencers promoting health supplements. Structural equation modeling (SEM) was employed to test the proposed framework. Results reveal that attractiveness and trustworthiness significantly influence personal intention to follow influencers, while interactivity and content communication positively impact social identity. Social identity further enhances both personal purchase intention and we-intention. The findings highlight the dual role of personal and collective motivations in shaping digital consumer behavior.

This study contributes to the theoretical development of AISAS and collective intention frameworks, and provides practical insights for leveraging knowledge-based influencers in health supplement marketing strategies.

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