近年來許多美妝部落格層出不窮，消費者對於美妝產品的購買決定除了參考品牌廣告的產品功效外，其信任的美妝部落客試用推薦也對購買意願有一定的影響力。因此本研究以對美妝部落客的信任做為研究目標。首先探討意見領袖對於顧客與品牌的影響；第二，探討顧客與虛擬社群的關係並產生信任轉移；最後探討前述兩者對於購買意圖及品牌口碑的影響。
本研究主要研究對象為曾經關注過美妝部落客及瀏覽過美妝部落格的群眾，回收有效樣本為910份問卷。實證結果如下：一、意見領袖的信任對於品牌認同、部落格認同及品牌熱情有顯著正向影響；二、部落格認同對於品牌認同有顯著正向影響；三、品牌認同對於品牌熱情有顯著正向影響；四、部落格認同對於部落格投入有顯著正向影響；五、品牌熱情對於品牌連結及部落格投入有顯著正向影響；六、部落格投入對於顧客知識交換有顯著正向影響；
七、品牌連結對於品牌口碑及購買意圖有顯著正向影響；八、顧客知識交換對於品牌口碑有顯著正向影響，對於購買意圖則具顯著負向影響。最後，本研究綜合研究結果提出管理及理論意涵，並對後續研究者提出建議與未來研究方向之參考。

In recent years, beauty bloggers are emerging in endlessly, the decision whether to buy cosmetic that made by consumers are not only depend on the product’s function, they also refer to the information of beauty bloggers which they trust, so bloggers have such strong influences to the consumers. Therefore, this study for beauty bloggers trust as research goals, the study initially explores whether opinion leader trust (OLT) directly influences customer and brand. This study then defines the relationship between the customer and the virtual community then happen trust transfer. Therefore, the paper discusses the influence of the aforementioned two for the purchase intention (PI) and word of mouth (WOM).
The study participants are people who have been concerned about beauty bloggers and views beauty blog people. A total of 910 valid questionnaires were collected. The research findings are as follows: first, OLT has a significant positive effect on brand identity (BRI), blog identification (BI) and brand love (BL); second, BI has a significant positive effect on BRI; third BRI has a significant positive effect on BL; forth, BI has a significant positive effect on blog engagement (BE); fifth, BL has a significant positive effect on CE and self-brand connections (SBC); sixth, BE has a significant positive effect on knowledge sharing (KS); seventh, SBC and KS have significant positive effects PI and WOM. Finally, theoretical implications and research directions are provided for future studies.

目錄
目錄	I
表目錄	IV
圖目錄	V
第一章 緒論	1
1.1研究背景與動機	1
1.2研究問題與目的	2
1.3研究範圍與對象	3
1.4研究流程	3
第二章 文獻探討	5
2.1意見領袖的信任(Opinion Leader Trust, OLT)	5
2.2品牌認同(Brand Identification, BI)	7
2.3品牌熱情(Brand Love, BL)	8
2.4品牌連結(Self-Brand Connections, SBC)	9
2.5部落格認同(Blog Identification, BI)	11
2.6部落格投入(Blog Engagement, BE)	12
2.7顧客知識交換(Knowledge Sharing, KS)	13
2.8品牌口碑(Word of Mouth, WOM)	14
2.9購買意圖(Purchase Intention, PI)	16
2.10研究假設	17
2.10.1意見領袖的信任正向影響品牌認同	17
2.10.2意見領袖的信任正向影響部落格認同	17
2.10.3意見領袖的信任正向影響品牌熱情	18
2.10.4品牌認同會正向影響品牌熱情	18
2.10.5部落格認同會正向影響品牌認同	19
2.10.6部落格認同會正向影響部落格投入	20
2.10.7品牌熱情會正向影響部落格投入	20
2.10.8品牌熱情會正向影響品牌連結	21
2.10.9部落格投入正向影響顧客知識交換	21
2.10.10品牌連結正向影響購買意圖	22
2.10.11品牌連結正向影響品牌口碑	22
2.10.12顧客知識交換會正向影響購買意圖	23
2.10.13顧客知識交換會正向影響品牌口碑	24
第三章 研究方法	25
3.1研究設計	25
3.2問卷設計及測試	26
3.3抽樣及樣本收集	27
3.4數據分析方法	28
3.4.1敘述性統計分析	28
3.4.2信度及效度分析	28
第四章 資料分析結果	29
4.1樣本基本資料分析	29
4.1.1回收問卷樣本結構	29
4.1.2受訪者基本資料分析	30
4.2測量模型	32
4.2.1驗證性因素分析(Confirmatory Factor Analysis, CFA)	32
4.2.2信度分析(Reliability Analysis)	34
4.2.3效度分析(Validity Analysis)	36
4.3結構模型	39
4.3.1配適度分析	39
4.3.2線性結構模式評估與假設檢定	40
第五章 結論	44
5.1構面及假設討論	44
5.2理論意涵	47
5.3管理意涵	48
5.4後續研究建議	49
參考文獻	50
中文文獻	50
英文文獻	52
附錄一 本研究問卷（前測）	62
附錄二 本研究問卷	65

表目錄
表3-1  測量題項之數目與來源	27
表4-1  問卷回收率	30
表4-2  受訪者基本資料統計表	31
表4-3  驗證性因素分析測量指標	33
表4-4  信度與效度分析表	35
表4-5  卡方差及 AVE、構面間相關係數平方分析表	37
表4-6  構面間區別效度分析表	38
表4-7  結構方程模式整體配適指標	40
表4-8  研究模型線性結構模式評估結果	42
表5-1  假設檢驗結果	46

圖目錄
圖1-1  研究流程圖	4
圖3-1  研究架構圖	25
圖4-1  本研究之結構方程式路徑圖43

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