隨著這幾年各大社群網路平台包括：Youtube、Facebook 到較受年輕族群青睞的 Instagram 等快速發展，網路紅人透過經營上述平台成名並提升自身的知名度吸引廣告代言和粉絲數，這是一種因應數位時代不斷演變而來的商業模式；由於大學生族群可說是網路世界所關注的重點，大學生群體對網路有著極大的興趣而且也敢於接受新鮮事物故，因此本研究主要以大學生為抽樣對象，探討網紅的品牌信任、名人認同以及消費者的體驗價值對於其購買意願的影響力。本研究應用計畫行為理論架構，並透過 SEM來探討消費者持續購買行為的影響因素是否與網紅的品牌信任度、名人認同、衝動性購買行為傾向及體驗價值有所相關。
本研究共回收有效問卷425份，並進行結構方程模型分析以及驗證性因素分析。研究結果顯示，品牌信任與名人認同對衝動性購買行為傾向呈現顯著相關。衝動性購買行為傾向對體驗價值-炫耀價值、體驗價值-社交價值、體驗價值-功能價值呈現顯著相關。體驗價值-社交價值與體驗價值功能價值皆對持續購買意願呈現顯著相關。然而，體驗價值-炫耀價值對持續購買意願則沒有顯著相關。

With the rapid development of major social networking platforms in recent years, including Youtube and Facebook to Instagram, which is favored by younger groups. In line with this, Internet celebrities become famous through operating the above platforms and improving their popularity to attract advertising endorsements and increase fans. Because college students are the focus of Internet, and college students are very interested in the Internet because they are impulsive to accept new things. Accordingly, this study took college students as the sample to explore the correlates between brand trust, celebrity identity and consumers’ experience value on their purchase intention. This study applies the theory of planned behavior to explore the predictive factors of consumers’ continuous purchase behavior, including online Red’s brand trust, celebrity identity, impulsive purchase behavior and experiential value.
A total of 425 valid questionnaires were collected, and confirmatory factor analysis and structural equation modeling were carried out. The results show that brand trust and celebrity identity are positively related to impulsive buying behavior. Impulse buying behavior is positively related to experiential value – vaunt value, social value and functional value. Two types of experiential values: social value and functional value are positively related to continuous purchase intention. However, there is no significant correlation between vaunt value and continuous purchase intention.

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