近年來，虛擬網紅在社群媒體逐漸興起，且社群媒體在行銷中盼演著關鍵角色， 在這個過程中，虛擬網紅成為一個不可或缺的角色，他們擁有大量忠實的追隨 者。透過虛擬網紅的推薦與支持，企業能夠更直接有效地傳遞品牌訊息，吸引 年輕一代的關注，從而達成銷售目標。本研究目的為探討虛擬網紅特質會如何 影響追髓者的心理反應(渴望認同、準社會關係、真實自我一致性、理想自我一 致性)，並如何影響追隨者對虛擬網紅的社群體參與度。因目前較多文獻在探討 追隨者與「真實」網紅之間的關係，過去鮮少有研究探討虛擬網紅與追隨者之 間的關係，希望透過本研究結果，為社群媒體行銷、追隨者與虛擬網紅創造者 提供理論面及實務面上之建議。
本研究共回收 388 份有效線上問卷。研究結果顯示，虛擬網紅擬人化、社交吸 引力會正向影響準社會關係及渴望認同;認同聲望會正向影響渴望認同。準社 會關係會正向影響渴望認同。渴望認同會正向真實自我一致性與理想自我一致 性。最終，研究結果證實真實自我一致性、理想自我一致性、準社會關係會正 向影響社群媒體參與。

In recent years, virtual influencers have been gaining prominence on social media, which plays a crucial role in marketing. In this process, virtual influencers have become an indispensable element, possessing a large number of loyal followers. Through the recommendations and support of virtual influencers , companies are able to convey brand messages more directly and effectively, capturing the attention of the younger generation, thereby achieving sales targets. The purpose of this study is to explore how the traits of virtual influencers can impact the psychological responses of followers (desire for identification, parasocial relationships, actual self-congruence, ideal self-congruence) and how it affects followers' engagement in the virtual influencer's social media community. As current literature primarily discusses the relationships between followers and "real" influencers, there has been little research on the relationship between virtual influencers and followers. It is hoped that the results of this study will provide theoretical and practical suggestions for social media marketing, followers, and creators of virtual influencers.

This study collected 388 valid online questionnaires. The results show that the anthropomorphism and social attractiveness of virtual influencers positively affect parasocial relationships and the desire for identification; identification prestige positively affects the desire for identification. Parasocial relationships positively affect the desire for identification. The desire for identification positively affects both actual self-congruence and ideal self-congruence. Ultimately, the study confirms that actual self-congruence, ideal self-congruence, and parasocial relationships positively impact social media engagement.

目錄
論文審定書 i
摘要 ii
Abstract iii
目錄 iv
圖次 vi
表次 vii
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究動機 2
第三節 研究問題與目的 3
第二章 文獻探討 4
第一節 虛擬網紅 4
第二節 社會認同理論 5
第三節 準社會關係 6
第四節 渴望認同 6
第五節 自我一致性 7
第六節 社群媒體參與 8
第三章 研究模型與假說 10
第一節 研究模型 10
第二節 研究假說 11
第三節 操作型定義 16
第四節 研究設計 17
第四章 資料分析 23
第一節 樣本基本資料分析 23
第二節 衡量模型 25
第三節 結構模型及假說驗證 34
第五章 結論與建議 38
第一節 研究結果與建議 38
第二節 理論及實務意涵 41
第三節 研究限制 42
第四節 未來研究方向 43
參考文獻 43
網路文獻 49
附錄-本研究問卷 50

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