隨著新冠疫情期間（2019-2023年）與疫情後健康意識的提升，保健⾷品市場快速
成⾧。使⽤代⾔⼈⾧期為保健⾷品廣告的主流策略，ChatGPT在2022年⾸度發表上市，
AI在此時進⼊到各個產業的不同層⾯，使 AI 擬真代⾔⼈成為新興且具爭議性的廣告形
式。然⽽，現有研究對不同代⾔⼈類型與來源在保健⾷品情境中的說服效果，仍缺乏⼀
致結論。基於此，本研究旨在探討不同代⾔⼈類型（專家、名⼈、素⼈）與代⾔⼈來源
（真⼈與 AI 擬真⼈）對保健⾷品廣告效果之影響，並檢驗品牌能⼒知覺與溫暖知覺的中
介⾓⾊，以及產品類型與廣告背景的⼲擾效果。
本研究採⽤實驗研究法，透過多次前測提取研究標的素材，並以組間設計進⾏兩項
情境式實驗。實驗⼀操弄代⾔⼈類型與代⾔⼈來源，並以產品類型（增進健康型 vs. 維持
健康型）作為⼲擾變數，檢驗其對廣告態度、產品態度與購買意願之影響；實驗⼆則進
⼀步納⼊不同廣告背景（資訊型、轉型性、純⾊），分析代⾔⼈類型、來源與廣告背景
之交互作⽤。研究同時檢驗品牌能⼒知覺與溫暖知覺於代⾔⼈效果中的中介機制。
研究結果顯⽰，專家代⾔⼈在兩項實驗中皆展現較佳的廣告說服效果，能有效提升
廣告態度、產品態度與購買意願。品牌能⼒知覺為健康產品廣告中最關鍵的中介機制，
且在健康⾵險情境下，能⼒知覺亦能同時⽣成溫暖知覺，進⽽促成整體廣告效果。產品
類型與廣告背景會⼲擾不同類型代⾔⼈的相對效果。就代⾔⼈來源⽽⾔，真⼈代⾔⼈在
廣告態度上普遍優於 AI 擬真⼈，⽽涉及廣告背景操弄的實驗⼆中，真⼈代⾔⼈在產品態
度與購買意願上的優勢亦更加明顯，代⾔⼈類型和廣告背景的交互效果上，發現純⾊背
景下，名⼈的優勢勝過了專家代⾔⼈。值得注意的是，AI 擬真⼈代⾔⼈在品牌知覺層次
上的差異有限，不同代⾔⼈類型於 AI 擬真化後，其廣告效果趨於⼀致，僅在能⼒知覺與
購買意願上仍可觀察到 AI 專家型代⾔⼈的相對優勢。
整體⽽⾔，本研究指出，保健⾷品廣告之代⾔效果並⾮固定，⽽是由代⾔⼈特質、
來源真實性、產品類型與廣告背景共同形塑。研究結果不僅修正既有社會判斷與代⾔⼈
理論於健康產品情境下的適⽤性，也釐清 AI 擬真⼈代⾔⼈在品牌溝通中的理論定位，並
為保健⾷品產業在代⾔⼈策略與 AI 應⽤上提供具體實務建議。

With the rapid growth of the dietary supplement market during the COVID-19
pandemic (2019–2023) and the heightened health consciousness in the post-
pandemic period, the dietary supplement market has expanded rapidly. The use of
endorsers has long been a mainstream strategy in dietary supplement advertising.
Following the initial release of ChatGPT in 2022, artificial intelligence entered
multiple industrial domains, making AI-generated realistic endorsers an emerging
and controversial form of advertising endorsement. However, existing research has
yet to reach consistent conclusions regarding the persuasive effects of different
endorser types and sources in health product contexts. Accordingly, this study
investigates the effects of endorser type (expert, celebrity, and consumer) and
endorser source (human versus AI-generated realistic endorsers) on advertising
effectiveness for dietary supplement products, while also examining the mediating
roles of perceived brand competence and perceived brand warmth, as well as the
moderating effects of product type and advertising background.
This study adopts an experimental research approach, using multiple pretests
to select and refine the experimental stimuli, and conducts two scenario-based
between-subjects experiments. Experiment 1 manipulates endorser type and endorser
source, with product type (health-enhancing vs. health-maintaining) as a moderator,
to examine their effects on advertising attitude, product attitude, and purchase
intention. Experiment 2 further incorporates advertising background (informational,
transformational, and solid-color) to analyze the interaction effects among endorser
type, endorser source, and advertising background. Across both experiments, the mediating mechanisms of perceived brand competence and perceived brand warmth
are tested.
The results show that expert endorsers demonstrate superior persuasive effects
across both experiments, effectively enhancing advertising attitude, product attitude,
and purchase intention. Perceived brand competence emerges as the most critical
mediating mechanism in dietary supplement advertising, and under health-risk
contexts, competence perception can also simultaneously generate perceptions of
brand warmth, thereby facilitating overall advertising effectiveness. Product type
and advertising background significantly moderate the relative effectiveness of
different endorser types. With respect to endorser source, human endorsers generally
outperform AI-generated realistic endorsers in advertising attitude, and in
Experiment 2, which involves advertising background manipulation, the advantages
of human endorsers in product attitude and purchase intention become more
pronounced. Notably, AI-generated realistic endorsers exhibit limited differentiation
at the level of brand perception; once endorser types are AI-humanized, their
advertising effects tend to converge, with only AI expert endorsers retaining a
relative advantage in perceived competence and purchase intention.
Overall, this study demonstrates that endorsement effectiveness in dietary
supplement advertising is not fixed but jointly shaped by endorser characteristics,
source authenticity, product type, and advertising background. The findings revise
the applicability of social judgment and endorser theories in health product contexts,
clarify the theoretical positioning of AI-generated realistic endorsers in brand
communication, and provide concrete managerial implications for endorser strategy
and AI application in the dietary supplement industry.

論文審定書 ...................................................................................................................i
誌謝 ..............................................................................................................................ii
中文摘要 .....................................................................................................................iii
Abstract .......................................................................................................................iv
目錄 .............................................................................................................................vi
圖次 ............................................................................................................................xii
表次 ...........................................................................................................................xiii
第一章 緒論 .................................................................................................................1
第一節 研究背景與動機 .....................................................................................1
一. 研究背景 ....................................................................................................1
二. 研究動機 ....................................................................................................5
第二節 研究問題 ................................................................................................11
第三節 研究目的 ................................................................................................11
第四節 研究範圍 ................................................................................................12
一. 生技產業與保健產品的研究範圍 ...........................................................12
二. 代言人的研究範圍 ...................................................................................12
三. 受測者的研究範圍 ...................................................................................13
四. 產品類型的研究範圍 ...............................................................................13
五. AI的研究範圍 ............................................................................................13
第二章 文獻探討 .......................................................................................................14
第一節 保健食品的行銷與廣告 .......................................................................14
第二節 廣告代言人 ...........................................................................................15
一. 廣告和代言人 ..........................................................................................15
二. 代言人類型、代言人特性與購買意願 ..................................................16
三. 保健食品廣告與代言人對購買意願的研究 ..........................................17
第三節 AI虛擬代言人 ........................................................................................19
一. AI虛擬代言人的生合成來源 ...................................................................19
二. 消費者對真人和AI虛擬代言人的反應 ...................................................20
三. AI虛擬代言人的廣告效果 .......................................................................21
四. AI虛擬人物在企業中的真實應用 ...........................................................22
第四節 產品類型 ...............................................................................................26
一. 產品類型（Product Types）的分類方法 ..............................................26
二. 產品類型和不同變數之間的相關性 ......................................................26
三. 保健食品產業的產品類型分類 ..............................................................27
第五節 調節焦點 ...............................................................................................28
一. 調節焦點與健康行為的相關性 ..............................................................29
二. 調節焦點與健康動機的推論 ..................................................................30
第六節 廣告背景 ...............................................................................................33
第七節 刻板印象內容模型 ...............................................................................34
第八節 品牌知覺 ...............................................................................................36
第九節 社會判斷 ...............................................................................................38
第十節 意義轉移模型 .......................................................................................39
第十一節 常民信念理論 ...................................................................................41
第十二節 綜論 ...................................................................................................42
第三章 研究架構與研究假說 ...................................................................................44
第一節 研究架構與研究方法 ...........................................................................44
第二節 研究假說 ...............................................................................................46
一. 不同真人代言人類型對品牌知覺、廣告效果的影響 ..........................46
二. 代言人來源對廣告效果的影響 ..............................................................48
三. 產品類型對於真人代言人類型效果的干擾 ..........................................50
四. 廣告背景對於真人代言人類型效果的干擾 ..........................................52
第四章 研究方法 .......................................................................................................54
第一節 實驗前測ㄧ ...........................................................................................57
一. 前測一目的 ..............................................................................................57
二. 前測一程序 ..............................................................................................57
三. 分析結果與討論 ......................................................................................58
第二節 前測二 ...................................................................................................62
一. 前測二目的 ..............................................................................................62
二. 前測二程序 ..............................................................................................62
三. 分析結果與討論 . ....................................................................................64
第三節 前測三 ...................................................................................................66
一. 前測三目的 ..............................................................................................66
二. 前測三程序 ..............................................................................................66
三. 分析結果與討論 ......................................................................................67
第五章 實驗一 ...........................................................................................................77
第一節 實驗目的 ...............................................................................................77
一. 樣本與實驗設計 ......................................................................................77
二. 實驗程序 ..................................................................................................78
三. 變數衡量及題項來源 ..............................................................................79
第二節 實驗分析結果 .......................................................................................84
一. 研究樣本及敘述性統計結果 ..................................................................84
二. 變數平均值、標準差及量表信度分析 ..................................................86
三. 控制變數檢定 ..........................................................................................88
第三節 假設檢定 ...............................................................................................90
第四節 研究問題 .............................................................................................107
一. AI擬真代言人是否影響溫暖知覺的效果 .............................................107
二. AI擬真代言人是否影響能力知覺的效果 .............................................107
三. AI擬真代言人是否影響廣告態度的效果 .............................................108
四. AI擬真代言人是否影響產品態度的效果 .............................................108
五. AI擬真代言人是否影響購買意願的效果 .............................................109
第五節 實驗一結論 .........................................................................................111
一. 代言人類型對品牌知覺的影響 ............................................................111
二. 品牌知覺的中介效果 ............................................................................111
三. 代言人類型對廣告效果的直接影響 ....................................................111
四. 代言人來源之比較 ................................................................................111
五. 產品類型之干擾效果 ............................................................................112
六. AI擬真代言人的代言人類型之差異效果 .............................................113
第六章 實驗二 .........................................................................................................114
第一節 實驗目的 .............................................................................................114
一. 樣本與實驗設計 ....................................................................................114
二. 實驗程序 ................................................................................................115
第二節 分析結果 .............................................................................................116
一. 研究樣本及敘述性統計結果 ................................................................116
二. 變數平均值、標準差及量表信度分析 ................................................118
三. 控制變數 ................................................................................................119
第三節 假設檢定結果分析 .............................................................................121
第四節 研究問題 .............................................................................................144
一. AI擬真代言人是否影響溫暖知覺的效果 .............................................144
二. AI擬真代言人是否影響能力知覺的效果 .............................................145
三. AI擬真代言人是否影響廣告態度 .........................................................145
四. AI擬真代言人是否影響產品態度 .........................................................146
五. AI擬真代言人是否影響購買意願 .........................................................147
第五節 實驗二結論 .........................................................................................149
一. 代言人類型對品牌知覺的影響再驗證 ................................................149
二. 品牌知覺的中介作用 ............................................................................149
三. 代言人類型對廣告效果的直接影響 ....................................................150
四. 代言人來源效果 ....................................................................................150
五. 廣告背景與代言人之交互作用 ............................................................150
六. AI擬真代言人的代言人類型之差異效果 .............................................151
第七章 結論與建議 .................................................................................................152
第一節、研究結論 ..........................................................................................152
第二節、學術貢獻 ..........................................................................................156
第三節、實務意涵 ..........................................................................................161
一. 代言人類型的建議 .................................................................................161
二. 產品類別的搭配 .....................................................................................161
三. 企業中真人和AI的應用場景 ..................................................................162
四. 廣告背景 .................................................................................................163
五. 消費者層面 .............................................................................................165
第四節、研究限制 ...........................................................................................165
第五節、未來研究方向 ...................................................................................168
參考文獻（中文） ...................................................................................................170
參考文獻（英文） ...................................................................................................172
附錄一：前測一問卷 ...............................................................................................186
附錄二：前測二問卷 ...............................................................................................193
附錄三：前測三問卷 ...............................................................................................198
附錄四：實驗一問卷 ...............................................................................................214
附錄五：實驗二問卷 ...............................................................................................222

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