消費者生成廣告為新興的廣告模式,內容由消費者創建、使企業端得以 更深入瞭解消費者的想法, YouTuber 業配影片也是其中一種。本文以消費 者生成廣告的理論架構為基礎,採用線上實驗法,探討 YouTuber 的消費者 生成廣告中 YouTuber 專業形象與產品形象的一致性、消費者對 YouTuber 的熟悉程度、懷疑態度與消費者行為之間的因果關係。結果發現一致性與懷 疑態度會受到熟悉度的影響,且懷疑態度程度越高,消費者展現負面行為的 程度越高。

關鍵詞: YouTuber、一致性、消費者生成廣告、業配、懷疑態度

Consumer-generated advertising is a new form of advertising, created by consumers, enabling the enterprise to understand the consumer's ideas efficiently. YouTuber’s sponsored post is also a kind of consumer- generated advertising. This study explored the cause and effect relationship between congruency, skepticism and consumer behavior by internet-based experiment, basing on the theoretical framework of consumer-generated advertising. The result shows that the congruency and skepticism are affected by the familiarity. Besides, the more consumers have doubts about the ads, the more negative consumer behavior appears.

Keywords: YouTuber, congruency, consumer-generated advertising, sponsored post, skepticism