隨著 YouTube 等影⾳平台崛起，網紅的定義也不斷擴張，從過去的 部落客發展⾄YouTuber，究竟當網紅發⽣危機時，什麼樣的修復策略可以 挽回形象?本⽂採⽤量化內容分析法，以形象修復理論檢視危機傳播中， 網紅道歉策略的差異以及網友針對道歉是否會選擇饒恕，以及其留⾔情緒 為何。研究結果發現，網紅的逃避責任策略與網友感知到的誠意是負向顯 著的，此外，網紅使⽤修正⾏動策略對產⽣正向情緒是奏效的。

With the development of YouTube and other streaming media, the definition of social media influencer has been extending, from bloggers in the past to Youtubers now. And when crises happen, what kind of strategies can social media influencers use to restore their images? This study uses quantitative content analysis methods. The image restoration theory examines the differences between the strategies that social media influencers use and if netizens would choose to forgive as well as their emotions when commenting. The result found that the more social media influencer evade their crises, the fewer sincerity netizens could feel from them. Also, it has a positive effect on emotions for internet celebrities to use corrective action strategy.