近年來隨著社群網站的盛行，過去無名小站部落格時代的插畫家也隨著新興社群網站隨之轉移創作平台。透過病毒式傳播令這些插畫家的粉絲專頁知名度大開，許多企業看上其中的龐大商機也與插畫家合作將圖文插畫作品與企業產品結合，藉此提升產品銷量。本研究透過提出關係品質、線上口碑、購買意願與知覺價值所組成的結構關係模型，想了解顧客是否會因為喜歡這個網路插畫家而去購買他代言的產品或是本身的週邊產品。而實證結果發現關係品質對線上口碑有顯著正相關，且對購買意願有間接效果影響；線上口碑對購買意願有顯著正相關；知覺價值對關係品質、線上口碑與購買意願有顯著正相關。本研究主要貢獻為提出一個新的研究模型，填補資管研究領域文獻上的研究缺口，並發現了顧客知覺價值對商品的享樂價值之重要性。 In recent years, along with the prevalence of social networking sites, the illustrator of Wretch have accordingly transferred to new community platform. These illustrator’s fan pages have become popular through viral marketing. Many companies have spotted enormous business opportunities and then worked with illustrators to boost sales by combining illustrators and commercial products. By utilizing a research model of relationship quality, online word-of-mouth, purchase intention and perceived value, the purpose of study is to explore whether fans would purchase the product endorsed by their favorite illustrators or other peripheral products. The finding show that relationship quality is positively related to online word-of-mouth and had an indirect effect on purchase intention. Online word-of-mouth and purchase intention are positively correlated. In addition, perceived value is positively related to relationship quality, online word-of-mouth, and purchase intention. The main contribution of this research is in proposing a new research model and also discovering the importance of customer perceived value to the hedonic value of products.
