網紅代言人可信度對購買意願之影響：影片內容可信度、信任傾向與刺激尋求之調節式中介模型檢測──以美妝YouTuber為例

The Effect of Internet Celebrity Endorser Credibility and Purchase Intention: A Moderated Mediation Model of Video Content Credibility, Propensity to Trust, and Sensation Seeking- The Case of Beauty

本研究旨在探討影片內容可信度於網紅代言人可信度及購買意願之中介角色，並檢視信任傾向與刺激尋求分別為第一及第二階段調節角色時，對此中介機制的調節意涵。本研究以網路問卷之方式取得400份有持續關注美妝YouTuber的用戶作為有效樣本，研究發現：1.網紅代言人可信度對購買意願具有正向影響。2.影片內容可信度能中介網紅代言人可信度對購買意願之正向關係。3.信任傾向會正向調節網紅代言人可信度與影片內容可信度之正向關係。4.刺激尋求會正向調節影片內容可信度與購買意願間之正向關係。5.通過影片內容可信度，網紅代言人可信度與購買意願之正向關係，在信任傾向與刺激尋求皆較高時最強。

This study aims to explore the mediating role of video content credibility in the internet celebrity endorser credibility and purchase intention, and further examine the moderating effect of this mediation mechanism when propensity to trust and sensation seeking are the first and second stage moderating roles respectively. This study collected 400 users who have continued to pay attention to beauty YouTubers as valid samples through online questionnaires. The research found that: 1. The internet celebrity endorser credibility has a positive impact on purchase intention. 2. The video content credibility can mediate the positive relationship between celebrity endorser credibility and purchase intention. 3. The propensity to trust has a positive moderating effect on the positive relationship between celebrity endorser credibility and video content credibility. 4. Sensation seeking has a positive moderating effect on the positive relationship between the video content credibility and purchase intention. 5. Through video content credibility, the positive relationship between celebrity endorser credibility and purchase intention is the strongest when propensity to trust and sensation seeking are both high.