近年來，隨著社群媒體的蓬勃發展，截至2022年1月，整體社交平台使用率更高達89.4%，越來越多消費者習慣在購物前透過社群媒體搜尋網紅分享的產品資訊。社群影響者不僅透過社群媒體分享自己的生活，也會與品牌合作分享產品的資訊。因此，本研究針對社社群媒體上可能影響最終購買意願之因素進行研究。
本研究以S-O-R理論(Mehrabian & Russell, 1974)為基礎，並以社群影響者特徵（吸引力、專業度、信賴度、同質性及受歡迎程度）、贊助揭露及電子口碑作為「刺激（Stimuli）」，而品牌意識及來源可信度為「有機體（Organism）」，最後，購買意願為後續的「行為反應（Response）」。因此，本研究欲探討當消費者接收上述外在刺激後，所引發對於品牌意識及來源可信度的變化，進而影響消費者後續對於購買意願的反應。
本研究以問卷方式進行研究，而有在社群媒體上關注社群影響者之消費者為本研究的研究對象，並在正式問卷發放前，透過前測檢測各構面之題項，最終回收557份有效問卷，透過SPSS統計軟體進行敘述性統計、信效度分析及迴歸分析取得本研究之研究結果。
研究結果顯示，社群影響者特徵中吸引力、專業度及同質性與贊助揭露及電子口碑會影響消費者之品牌意識，而社群影響者特徵中專業度、信賴度及同質性與贊助揭露及電子口碑會影響消費者對資訊來源之可信度，進而影響消費者之購買意願。其中，品牌意識會強化社群影響者特徵之專業度、同質性贊助揭露與購買意願之關係，而來源可信度會強化社群影響特徵之專業度、信賴度、同質性、贊助揭露與購買意願之關係。

With the vigorous development of social media, more and more consumers will search for product information shared by social influencer before shopping. Social influencers not only share their own lives through social media, but also cooperate with brands to share product information. Therefore, this research studies the factors that may affect the purchase intention on social media.
This study is based on the S-O-R theory to explore how social influencer characteristic, sponsorship disclosure and e-WOM change brand awareness and source credibility, which also affect consumers' purchase intentions.
The results show that attractiveness, professionalism, homogeneity, sponsorship disclosure and E-WOM will affect consumers' brand awareness, while those variables and trustworthiness also affect sources credibility. And both affect consumers' purchase intentions. Among them, brand awareness will strengthen the relationship between the professionalism, homogeneous sponsorship disclosure and purchase intention, and the source credibility will strengthen the professionalism, trustworthiness, homogeneity, sponsorship disclosure and purchase intention.

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