市場區隔觀念為企業切割市場常用方法，諸多企業亦考慮同性戀市場消費商機龐大而有此市場區隔之切入。惟電子商務網站針對此族群應該採取何種廣告推薦人，類似研究尚鮮，因之，本研究運用相似性概念，探討不同廣告推薦人之廣告溝通效果。本研究以實驗法進行，在366份回收問卷發現，具備相似同性戀特質之廣告推薦人可有較佳之廣告溝通效果，且名人同性戀代言人效果亦優於一般同性戀消費者代言人。

Modern enterprises usually apply segmentation concept to divide market. The homosexual segment is considered as a huge market which little attention has put on the type of online endorser to homosexual segment. Therefore, the experimental design has employed to understand the online advertising communication effect of different homosexual endorsers. From 366 questionnaires, we find out the homosexual endorser produces better advertising communication effect and homosexual celebrity can echo the better effect than others. Those results expend the similarity theory on the understanding of endorsers advertising effect for homosexual.