美賣科技股份有限公司於 2018 年數位轉型成功，將社群行銷應用於電子商務，成立以網紅代言行銷的「美賣」(meimaii) 電商平台網站，運用創新的商業模型成功數位轉型，以網紅—信任—
粉絲之購買決策演算法專利，智慧媒合超過 1,500 位網紅與 300 多家供應商，是臺灣目前最具
規模與成長潛力的社群電商平台之一，2019 年獲得國際數位商業創新獎金獎。
「哪些網紅特徵因素可提高銷售額？」，找出這些關鍵因素有助供應商找到適合的網紅代銷產品，
進而提高銷售額。本個案教學應用訊息來源可信度理論，搭配美賣公司實際發生的電商消費行
為數據，並運用大數據分析，找出網紅代言下提升粉絲信任與購買意願之關鍵因素，引導學生學習網紅—信任—粉絲間之關係，並實作運用複迴歸分析相關真實交易數據。

Meimaii Technology Co., Ltd. digitally transformed itself in year 2018 and was successful. It combined social media marketing and e-commerce and set up an e-commerce platform portal named meimaii that
targets internet influencer marketing. With its patented analytic system of influencer-trust-fan
consumption, it smartly links more than 1,500 internet influencers and 300 product sources. Meimaii
has become one of the largest and most potential social e-commerce portals in Taiwan, and won the gold
award in the “Innovation Model Category” at the 2019 Entrepreneurship, Creativity & Innovation
Awards.
By discovering what influencer attributes lead to increases in sales revenue can help product suppliers
identify suitable influencers for their products and profits. The current case study adopts the source
credibility theory and big data analysis as well as provides real e-commerce transaction data from
Meimaii to determine factors that escalate consumer trust and purchases. This case study allows students
to learn the relationship among influencer, trust, and fandom and to practice multiple regression analysis using actual transaction data.