隨著社群媒體持續演變，Instagram 已成為品牌溝通的重要平台，尤其在美妝領域更為顯著。社群媒體影響者（常被稱為關鍵意見領袖，KOLs）在塑造消費者態度與行為方面扮演著日益重要的角色，透過他們所分享的內容影響大眾。
本研究以「來源可信度理論」（Source Credibility Theory）為基礎，採用 2×2 實驗設計（高／低真實性 × 高／低專業性）來模擬 Instagram 帖文，探討這兩種影響者特質如何影響台灣美妝市場中消費者的好奇心與購買意圖。
本研究調查了 200 位參與者，其中有效問卷為 187 份。回歸分析結果顯示，真實性與專業性皆對消費者的購買意願產生顯著正向影響。特別是「真實性」表現出強大的驅動力，能夠建立情感連結與信任感，進而激發消費者好奇心，提升購買意圖。
此外，「好奇心」在其中扮演部分中介角色，顯示消費者如何與影響者內容互動，是連結「認知」與「決策」的重要橋樑。
本研究有助於深化對影響者特質如何影響消費者行為的理解，特別是在台灣美妝產業中。研究結果亦為行銷人員提供實務指引，協助他們在選擇適當的 KOL 及設計符合在地數位環境的內容策略時，有更具體的依據。

As social media continues to evolve, Instagram has emerged as a key platform for brand communication, especially in the beauty sector. Social media influencer often referred to as Key Opinion Leaders (KOLs), play a growing role in shaping consumer attitudes and behaviors through the content they share. This study, based on Source Credibility Theory, employed a 2x2 experimental design (high/low authenticity × high/low professionalism) to simulate Instagram posts and explore how these two influencer traits affect consumer curiosity and purchase intention in Taiwan’s beauty market.
The study surveyed 200 participants, with 187 valid responses included in the analysis. Regression results showed that both authenticity and professionalism have a significant and positive effect on consumers’ willingness to purchase. Notably, authenticity stood out as a key driver of emotional connection and trust, which further triggered consumer curiosity and increased purchase intention. In addition, curiosity served as a partial mediator, indicating that the way consumers engage with influencer content is an important link between perception and decision making.
This research adds to the understanding of how influencer characteristics impact consumer behavior in the beauty industry, particularly in Taiwan. It also provides practical guidance for marketers when it comes to selecting the right influencers and designing content strategies that resonate in the local digital environment.

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