在社群網路蓬勃發展之下，網路名人被不少企業或是廣告主當作傳播商品的媒介，尤其現今人們無時無刻與網路緊密相連，當使用社群軟體，時不時會出現網路名人撰寫之業務配合文章，也稱呼之葉配文，有些消費者會透過朋友推薦、網路上評比甚至是網路名人業配文獲得產品資訊，潛移默化的網路名人成為了廣告商或是企業主爭相合作之對象。在過去之研究有提出網路名人或是廣告品牌代言人形象與購買行為之關係、網路名人與知覺價值之干擾效果等等論點，但鮮少將網路名人形象、知覺價值與廣告效果相互連結進行研究。因此，本研究欲探究網路名人形象與廣告效果之間的關係，並且加入知覺價值來探討之間的中介效果。
本研究採用SPSS統計軟體作為分析工具，並以便利抽樣之方式收集學生與服務業為樣本，分別以因素分析、信度分析、相關性分析、迴歸分析與階層迴歸分析等方式來進行實證分析，驗證本研究提出之各項假設。問卷發放時間為2021年03月05日至2021年03月29日，以網路問卷方式總共回收254份有效問卷，進行分析後，研究的結果如下：
1.網路名人形象對知覺價值有顯著正向之影響。
2.知覺價值對廣告效果有顯著正向之影響。
3.網路名人形象對廣告效果有顯著正向之影響。
4.知覺價值在網路名人形象與廣告效果之間具有中介效果。

With the fast development of social networking, internet celebrity has been a medium of advertising. Especially, we have an inseparable relationship with internet. When using social media, we see advertorials which written by internet celebrity from time to time. Some consumers read product information by recommend or appraisal on net even adver-torials which written by internet celebrity. Internet celebrities become the people who coop-erated with advertisers or proprietors by osmosis. In addition, most of the literature was discussing the relationship between internet celebrity image and purchasing behavior or the interference effect between internet celebrity and perceived value etc. Therefore, this study focuses on the relationship between internet celebrity image and advertising effectiveness, and the influences of perceived value as a mediator between internet celebrity image and advertising effectiveness.
This study was used SPSS statistical software to analyze data. This sample were col-lected from student and service industry in Taiwan. Factor analysis, reliability analysis, hi-erarchical regression analysis and other methods were applied to verify the hypotheses pro-posed in this study. The sample were collected from March 5, 2021 to March 29, 2021. 254 valid questionnaires were examined. The main consequences of this thesis are as follows: 

1.The effect of internet celebrity image has a positive influence on perceived value.
2.Perceived value has a positive influence on advertising effectiveness.
3.The effect of internet celebrity image has a positive influence on advertising effective-ness.
4.Perceived value has mediating effect on the　relationship between the internet celebrity and　advertising effectiveness.

目錄 i
表目錄 iii
圖目錄 v
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究範疇 3
第四節 研究流程 3
第二章 文獻探討 5
第一節 網路名人形象 5
第二節 知覺價值 10
第三節 廣告效果 14
第四節 假設推論 19
第三章 研究方法 23
第一節 研究架構與假設 23
第二節 調查工具與變項衡量	24
第三節 分析方法 27
第四章 資料分析與研究結果	30
第一節 敘述性統計分析 30
第二節 因素分析 36
第三節 信度分析 40
第四節 相關性分析 41
第五節 迴歸分析 43
第六節 階層迴歸分析 47
第七節 研究假說驗證之結果 49
第五章 結論與建議 50
第一節 研究結論 50
第二節 管理意涵 51
第三節 研究限制與後續研究建議 52
參考文獻	54
中文文獻	54
英文文獻	55
網路文獻	63
附錄：問卷 64

表目錄
表3-2-1網路名人形象衡量構面 24
表3-2-1網路名人形象衡量構面（續） 25
表3-2-2知覺價值衡量構面 25
表3-2-2知覺價值衡量構面（續） 26
表3-2-3廣告效果衡量問項 26
表3-2-3廣告效果衡量問項（續） 27
表3-3-1前測專家學者之建議與改善方式 28
表4-1-1受測者性別次數分配表 31
表4-1-2受測者年齡次數分配表 31
表4-1-3受測者婚姻狀況次數表 32
表4-1-4受測者居住地次數分配表 32
表4-1-5受測者職業類別次數分配表 33
表4-1-6受測者教育程度次數分配表 33
表4-1-7受測者月收入次數分配表 34
表4-1-8受測者近一年受到業配文影響之（平均）消費頻率次數分配表 35
表4-1-9受測者受到業配文影響而購買商品之平均月開銷次數分配表 36
表4-2-1網路名人形象之因素分析表 37
表4-2-2知覺價值之因素分析表 38
表4-2-3廣告效果之因素分析表 39
表4-3-1各構面之信度分析表	40
表4-4-1主構面之相關性分析表 41
表4-4-2子構面之相關性分析表 42
表4-5-1網路名人形象對知覺價值之迴歸分析表 44
表4-5-2知覺價值對廣告效果子構面之迴歸分析表 44
表4-5-3知覺價值對廣告效果子構面之迴歸分析表 45
表4-5-4網路名人形象對廣告效果子構面之迴歸分析表 46
表4-5-5網路名人形象對廣告效果子構面之迴歸分析表 47
表4-6-1知覺價值對網路名人形象與廣告效果階級迴歸分析表 48
表4-7-1本研究假設驗證之結果 49

圖目錄
圖1-4-1研究流程圖 4
圖2-1-1意向移動及代言過程圖 6
圖2-1-2品牌形象三元素 7
圖2-2-1知覺價形成模型 13
圖2-2-2消費者的價格、品質與價值認知模型 14
圖2-3-1廣告層級效果模式內容 15
圖2-3-2消費者「意願」與「購買」之評價模型 19
圖3-1-1研究架構 23

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網路文獻
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3.虎嗅網／潘亂（2019）。當年那場戰爭：為什麼MySpace會慘敗給Facebook？檢自https://meet.bnext.com.tw/articles/view/44297 (Jan 2, 2019)
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