本研究主要是探討在醫療業，若公司體系採用網紅代言的方式進行網路行銷時，網紅形象與自費醫療意願之關聯性。其經由間接文獻之引用及邏輯分析，發現兩者之關係是需要進一步釐清及解釋。然而目前比較常見的研究，大多是針對於網紅形象對於類消費型產品購買意願之影響，相對於醫療產業，尤其是眼科專科的研究比較少，因此有了網紅在眼科醫療上的應用會造成何種購買意願之影響為研究問題。
本研究是以網紅形象、知覺價值、品牌形象作為自變數，以自費醫療意願為依變數，進行及探討各個研究變項是否會影響自費醫療意願。將採Google 問卷的方式，以U 公司(醫療體系)的消費者為研究範圍，研究對象係以可能選擇自費醫療項目之個體為受試者。有效問卷為271 份，將以SPSS 22 版進行敘述性統計、差異化分析、相關分析及迴歸分析等實證研究分析。
This study mainly explores the relationship between the image of Internet celebrities and the Self-Financed medical intention in the medical industry if the company system uses Internet celebrity endorsements for online marketing. Through the citation and logical analysis of indirect literature, it is found that the relationship between the two needs to be further clarified and explained. However, most of the current studies that are relatively common are aimed at the influence of "Internet celebrity image" on the purchase intention of consumer products. Compared with the medical industry, especially the research on ophthalmology, there are relatively few studies. The research
question is what effect the application will have on the purchase intention.
This study takes Internet celebrity image, perceived value, and brand image as independent variables, and the Self-Financed medical intention as the dependent variable to conduct and explore whether each research variable will affect the Self-Financed medical intention. The Google questionnaire will be adopted, and the consumers of U company (medical system) will be used as the research scope.271 valid questionnaires,and SPSS version 22 will be used for empirical research analysis such as descriptive statistics, differential analysis, correlation analysis and regression analysis.
