網際網路的興起，改變了過去品牌企業與消費者溝通的管道，從傳統媒體的報章雜誌，轉向今日的新型態社群媒體平台。而網紅經濟的崛起，帶動了虛擬網紅的誕生。虛擬網紅是一種由電腦生成技術創建而成的機器人。他們擁有類似現實人類逼真的外型，與獨特的個人特色，善於參與公共事務並於社群平台替弱勢發聲，這樣似人又非人的型態成功的吸引Ｚ世代的年輕族群與其互動。看準了虛擬網紅所帶動的商機，品牌企業陸陸續續與其合作，並於社群媒體Instagram上進行商品的廣告代言，而又以時尚產業為大宗。但過去關於虛擬網紅的研究甚少，而時尚產業透過虛擬網紅作為商品代言人的廣告效果仍尚待釐清。

本研究欲探索在社群媒體Instagram上虛擬網紅的類型，即擬真程度的高低如何觸發消費者在社群媒體上與其的擬社會互動行為，而廣告內容獨特性的呈現方式，是否會強化人們在線上與其互動的意圖。亦透過擬社會互動的過程探究人們對於虛擬網紅作為品牌廣告代言人的廣告效果。本研究採用實驗研究法進行，結果顯示虛擬網紅擬人化的程度越高，消費者會更願意在社群媒體上互動與留言，並提高品牌合作的廣告效果。而廣告內容的獨特性並非強化消費者與虛擬網紅互動的關鍵，原因可能與人們在接收廣告的注意力有關。本研究藉由虛擬網紅作為廣告代言人，不僅為目前為數不多的虛擬網紅相關研究奠定新的視角，更提供了多元的理論貢獻及相關實務建議。

The rise of the internet has changed the way how brands communicate with consumers from traditional communication channels to social medial platforms. As such, the internet celebrity economy has risen and sprung up virtual celebrities. The virtual influencers are created by the technology of Computer-generated imagery (CGI), and they have a human-like appearance with a personalized personality. They participate in public affairs and are willing to express their opinions on social media. According to these characteristics, they have successfully attracted young people across generations. As a result, the fashion brand seizes the business opportunity to collaborate with influencers on social media, and generates advertising benefits for their products. In the past, there are not many relevant studies on virtual influencers as advertising spokespersons, and advertising effects still need to be clarified.

This study explores three subjects, which are (1) the relationship between how real and virtual influencers is and the interactions with consumers, (2) whether the uniqueness of advertising content has become the key to influencing the interaction between virtual influencers and consumers, (3) the outcome of advertisement by having virtual influencers as ambassadors. Through an experimental method, this study shows that the higher the degree of verisimilitude of virtual influencers, the more willing consumers are to interact and leave messages on social media and improve the advertising effect of brand cooperation. The uniqueness of advertising content is not the key to enhancing consumers' interaction with virtual influencers, and the reason may be related to people's attention when receiving advertisements. This study provides not only a new perspective for the study of virtual influencers but also multiple theoretical contributions and relevant practical suggestions by discussing the situation of brands advertisement with types of virtual influencer.

論文審定書................................................................................................................................................i
中文摘要....................................................................................................................................................ii
英文摘要...................................................................................................................................................iii
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究問題 14
第三節 研究目的 14
第二章 文獻探討 15
第一節 虛擬網紅 15
一、 網紅概念的起源 15
二、 虛擬代言人 16
三、 虛擬網紅 20
四、 擬真程度與人機互動 23
五、 虛擬網紅相關研究與應用 24
六、 小結 25
第二節 奢侈品 27
一、 產品類型 27
二、 奢侈品定義 27
三、 奢侈品消費動機與自我概念 28
第三節 知覺廣告的獨特性 29
一、 獨特性的消費需求 29
二、 獨特性理論 29
三、 廣告內容的獨特性 30
四、 小結 31
第四節 社會比較與相似吸引理論 31
一、 社會比較理論 31
二、 相似吸引力理論 32
三、 小結 32
第五節 擬社會互動 33
一、 擬社會互動定義 33
二、 擬社會互動之相關研究 33
三、 小結 35
第六節 廣告效果 36
一、 廣告效果 36
二、 廣告與品牌態度 36
三、 購買意願 37
四、 小結 37
第三章 假說推論與研究方法 38
第一節 研究架構 38
第二節 假說推論 38
一、 虛擬網紅代言人的擬真程度對於消費者擬社會互動的影響效果 38
二、 消費者與虛擬網紅代言人的擬社會互動過程對於廣告效果之影響 41
三、 廣告貼文獨特性作為虛擬網紅與擬社會互動的調節效果 43
第三節 研究方法 45
一、 樣本、實驗設計與程序 46
二、 實驗刺激物與前測 47
三、 正式實驗 57
第四節 研究變數衡量 58
一、 操弄性檢驗 58
二、 控制變數 59
三、 中介變數 60
四、 調節變數 61
五、 應變數 62
第五節、資料分析方法 64
第四章 資料分析 65
第一節 樣本資料結構分析 65
第二節 正式問卷信度 69
第三節 操弄性檢驗 70
第四節 假說驗證 71
第五章 結論與討論 80
第一節 研究發現與建議 80
第二節 理論與實務貢獻 82
一、理論貢獻 82
二、實務貢獻 83
第三節 研究限制 84
第四節 未來研究方向 85
參考文獻 87
一、 中文文獻 87
二、 英文文獻 88
附錄 111
附錄一、前測一虛擬網紅擬真程度問卷 111
附錄二、前測二時尚品牌態度問卷 123
附錄三、前測三廣告貼文獨特性問卷 135
附錄四、正式問卷、網紅代言人態度問卷Ａ（高擬真、高廣告貼文獨特性） 140
附錄五、正式問卷、網紅代言人態度問卷B（高擬真、低廣告貼文獨特性） 149
附錄六、正式問卷、網紅代言人態度問卷Ｃ（低擬真、高廣告貼文獨特性） 158
附錄七、正式問卷、網紅代言人態度問卷D（低擬真、低廣告貼文獨特性） 167

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