網紅代言人影響力：量表發展與驗證

Measuring Social Media Influencer: Scale Development and Validation

近年來，網紅代言成為重要的行銷方式。然而，目前尚缺乏能全面衡量網紅影響力的量表。本研究發展網紅影響力量表，透過四階段的實證達成此目標。首先，文獻探討確定網紅影響力構面，並發展初步量表。隨後階段，以探索性因素分析純化量表並驗證信效度，獲得45題完整語句版與45題簡要敘述版量表。第三階段比較45題簡要敘述版與本階段15題短版，最終確定15題短版量表的適用性。第四階段則利用多元特質多元方法矩陣（Multi-Trait-Multimethod Matrix, MTMM）驗證量表的聚斂性與區辨性。最終，本研究發展出包含四個維度與15個構面的網紅影響力量表，並提供兩個版本（45題簡要敘述版與15題短版）。此量表將為行銷工作者提供評估網紅影響力的指標，並為未來學術研究奠定基礎。

Due to live-streaming platforms getting more popular, social media influencer marketing is also becoming an essential approach for marketing practice. Influencer marketing is similar but not equal to celebrity endorsement marketing. Both academics and marketing practices have focused on the emerging field of influencer marketing. There are plenty of factors influencing the endorsement effect of social media influencers. However, no comprehensive scale is available to measure the potential influence of social media influencers, which is essential for academic research and practice decisions in choosing endorsers. The current article adopts four empirical studies to develop a measurement scale for social media influencers. Study 1 developed initial items by literature review and adopted an online questionnaire survey and exploratory factor analysis (EFA) to purify the scale (n=185 for questionnaire survey). Study 2 consisted of an online questionnaire survey and confirmatory factor analysis (CFA) (n=291) to confirm the reliability and validity of the measurement scale. After study 2, a full-statement 45-item version and a brief-statement 45-item version were proposed. Study 3 proposed a 15-item scale to measure social media influencers. Study 3, comparing the brief-statement 45-item scale and the 15- item scale (n=225; n=215), suggested that the 15-item scale was efficient. Study 4 used the Multi-Trait-Multimethod Matrix (MTMM) approach to validate the scale. Based on the four empirical studies, this study indicated that the influence dimensions of social media influencers can be evaluated by social media influencer (SMI) characteristics, SMI followers, SMI content, and SMI self-serving. Furthermore, this study also proposed two version scales (45-item brief-statement and 15-item short version) that are appropriate and acceptable for reliability and validity. Two version measurement scales of this paper would be suitable for marketing decisions and further research.