| Summary: | 碩士 === 東吳大學 === 國際經營與貿易學系 === 106 === The Internet Celebrity have been booming since 2015. Moreover, it is still the hottest keyword in 2018. The companies always cooperate with Internet Celebrity. Influencer Marketing becomes the most important strategy. Companies connect fans and consumers with Internet Celebrity in order to influence their purchasing behavior. In other words, the presence of fans means business opportunities. Thus, Influencer Marketing cannot be underestimated.
The companies invite Internet Celebrity as spokesperson. Do fans trust Internet Celebrity? Whether Internet Celebrity is linked to the product or not? These two questions are the core of Influencer Marketing. In the practice case, we often find Internet Celebrity endorse the product that do not fit their background and expertise, and Internet Celebrity of diverse levels of credibility endorse the product. Therefore, the researcher examined effects on customers and whether the effects reach companies’ expectations while Internet Celebrity possess diverse levels of credibility and product fit.
This research developed a 2x2 experimental design for this research: Internet Celebrity credibility (high vs. low) and celebrity-product fit (high vs. low). There were 4 different situations in the questionnaire and it examined the attitude toward the product, purchase intentions and willingness to share. The data was analyzed mainly by t-test and 2-Way ANOVA.
The results in this study are as follows：
1. The Internet Celebrity credibility contained significant effects for the attitude toward product, purchase intentions and willingness to share. The high credibility of Internet Celebrity would bring out better attitude toward product, purchase intentions and willingness to share.
2. The celebrity-product fit contained significant effects for the attitude toward product, purchase intentions and willingness to share. The high level of celebrity-product fit would bring out better attitude toward product, purchase intentions and willingness to share.
3. The celebrity-product fit contained moderating effect between Internet Celebrity credibility and attitude toward product, also purchase intentions, but not for willingness to share
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