本研究旨在探討訊息價值、自利性、可信度、專業知識、追隨者承諾以及追隨者投入之關係。研究採用匿名網路問卷調查法，以18-30歲並持續使用Instagram或YouTube追蹤影響者之成年人作為研究對象，共計回收有效問卷301份問卷。研究結果顯示：(1) 訊息價值正向影響追隨者承諾；(2) 自利性對追隨者承諾之影響不顯著；(3) 可信度正向影響追隨者承諾；(4) 專業知識正向影響追隨者承諾；(5) 追隨者承諾正向影響追隨者投入；(6) 訊息價值、可信度、專業知識經由追隨者承諾之中介正向影響追隨者投入，自利性經由追隨者承諾至追隨者投入之中介影響不顯著。最後本研究討論了在學術理論和管理實踐上之涵義。
The purpose of this study is to examine the relationships among informativeness value, perceived self-serving motive, creditability, expertise, follower commitment, and follower engagement. This study administered anonymous surveys via the internet to collect data from adults aged 18-30 who had been following an influencer on Instagram or YouTube. Total 301 effective questionnaires are collected. The results demonstrate: (1) informativeness value positively affects follower commitment; (2) the effects of perceived self-serving motive on follower commitment do not statistically significant; (3) creditability positively affects follower commitment; (4) expertise positively affects follower commitment; (5) follower commitment positively affects follower engagement; (6) The positive affect of informativeness value, creditability, expertise on follower engagement is mediated though follower commitment. The impact of perceived self-serving motive on follower engagement though follower commitment do not statistically significant. Finally, this research discusses the implications of our findings in theory and managerial practice.
