近幾年，在社群媒體中出現了一群被稱為網紅的人，在網路上擁有大量的粉絲，因此廠商開始選擇網紅作為代言人，也開始有研究討論名人和網紅代言的差別，本研究討論在遊戲廣告中的名人代言/網紅代言和代言-產品一致性對廣告效果的影響，再以認同和身體吸引力為觀點，探討對遊戲態度和遊戲意願的影響，結果發現，代言人-產品越一致，對遊戲的態度會增加，另外認同的增加，會增加對遊戲的態度，但身體吸引力對遊戲態度沒有顯著影響。 

In recent years, a group of people known as influencers have appeared in social media and have a large number of fans on the Internet. Therefore, some products have begun to choose influencers as endorsers, and research has also started to compare celebrity endorsements and influencers endorsements. This study discusses the influence of celebrity endorsements / influencer endorsements in game advertising and endorser-product congruence on advertising effectiveness from the perspective of identification and physical attraction, Then, study that do different types of endorsers produce different types of identification? identification is categorized into wishful identification and perceived similarity. The results of the study are the more consistent the endorser-product is, the more attitudes to the game will be increased, but the type of endorsers does not significantly affect the type of identification, and physical attraction does not significantly affect the attitude to the game.