網路紅人之業配適配性、專業性對廣告效果與購買意願影響之研究

The Effect of Adaptiveness and Professionalism of Internet Celebrities on Advertising Effectiveness and Purchasing Intention

This study investigates the relationship between the suitability and professionalism of internet celebrities and industry matching products on advertising effectiveness and purchase intention. In addition, conformity behavior was added as an moderating variable in the theory. In this study, 204 data were analyzed and the results showed that the appropriateness of celebrities positively and significantly affected professionalism. When the professionalism is perceived, it will positively affect the advertising effectiveness of internet celebrities. The better the advertising effect of matching with celebrities, the more consumers' willingness to purchase will be significantly increased. In addition, the positive relationship between advertising effectiveness and purchase intention was reinforced by conformity behavior. Overall, the results of this study provide theoretical and practical contributions to the current generation of the internet-celebrity economy.