自媒體人平台關注的人數眾多就能形成高流量效果，而透過網紅的訊息傳播更容易傳達給消費者，使消費者對於服務與產品有著更良好的觀感與態度。由於現今的自媒體人經營著網路平台並有自身的粉絲群，如何引起粉絲群的共鳴與信任，是自媒體人是否能成功的關鍵。
本研究欲了解消費者對於網紅的可信度和網紅的品牌形象，以及其網路口碑和品牌態度的關聯，是否會影響到網紅代言之服務與產品的購買意圖。透過網路問卷調查，採研究者自身所經營直播台粉絲與消費者為研究對象驗證研究假說，SPSS 20為本研究分析工具並使用敘述性分析、信度分析以及迴歸分析驗證研究假說。
結果證實，網紅可信度對網路口碑與購買意圖具有正向顯著影響效果；網紅品牌形象對網路口碑與購買意圖具有正向顯著影響效果；網路口碑對品牌態度具有正向顯著影響效果；品牌態度對購買意圖具有正向顯著影響效果。
另本研究以問卷方式進行量化研究，發放對象以原有的客群做為調查對象，建議可分成原有顧客以及新開發顧客作為研究對象，進而區分兩者之相關性；建議亦可透過質性研究訪談方式，了解消費者個人特質，進而歸納出更多研究結論，以彌補量化研究的不足，並可將該構面運用於其它電商平台或探討更多不同類型研究對象發展策略規劃。
A large amount of attention to the self-media platform can form a high-flow effect, and through the internet celebrity propagation, it’s easier to convey the information to consumers, which can make consumers have a better impression and attitude towards services and products. Because nowadays self-media people operate the network platform and have their own fans group, how to arouse the resonance and trust of the fans group is the key to the success of self-media people.
This research will to understand that whether purchase intension of services and product which are represented by the internet celebrity, shall be influenced by the consumers’ credibility to internet celebrity and internet celebrity’s brand image, as well as the linkage between internet celebrity’s word-of-mouth and brand attitude. Through network questionnaire survey, the fans and consumers of the live broadcast platform run by the researchers are taken as the research objects to verify the research hypothesis. SPSS 20 is the research analysis tool and use the descriptive analysis, reliability analysis and regression analysis to verify the research hypothesis.
The results prove that the internet celebrity’s credibility has the significantly positive influence on network word-of-mouth and purchase intention; The internet celebrity’s brand image has the significantly positive influence on network word-of-mouth and purchase intention; The network word-of-mouth has the significantly positive influence on brand attitude; The brand attitude has the significantly positive influence on purchase intention.
In addition, this research uses questionnaire to implement the quantitative research. The original customers are taken as the survey objects, and it’s suggested to divide into the original customers and the newly developed customers as the research objects, and then the correlation between them was distinguished; It is suggested to understand consumers' personal characteristics through qualitative research interviews, and then induce more research conclusions to replenish for the shortcomings of quantitative research, and apply this perspective to other e-commerce platforms or discuss the development strategy planning of more different types of research objects.
