本研究以 SOR（Stimulus-Organism-Response）模型為研究架構，透過分析收集到之 383 份有效線上問卷調查樣本，探討並淺談微網紅(Key Opinion Customer) 的網紅特質如何影響消費者對加入團購之意願。研究結果顯示，不同網紅特質皆會對消費者對網紅信任產生正面影響，其中真實性、互動性會提升消費者購買意願，而網紅信任將在真實性與購買意願間具完全中介效果，反觀互動性、 知名度及合適度則僅具部分中介效果。 

 Using the SOR (Stimulus-Organism-Response) model as the research framework, this study analyzes 383 valid online survey samples to explore and discuss how the KOC (Key Opinion Customers) characteristics of micro-influencers affect consumers' willingness to pay. The results of the study show distinctive characteristics have positive effects on consumers' trust in micro-influencers, including authenticity and interactivity would enhance consumers' purchase intention. Besides, influencer trust has full mediation between authenticity and purchase intention, while in terms of interactivity, popularity and suitability are only partially mediated.