隨著數位時代的來臨，各類型網紅層出不窮，虛擬網紅的崛起，為行銷策略帶來了嶄新的可能性。這些虛擬角色不僅在視覺上吸引人，還能夠靈活運用人工智慧和數據分析，實現精準的行銷目標。他們可以通過社交媒體、短視頻應用等多種媒體形式，與廣大消費者進行互動，從而與追蹤者建立擬社會關係，進而影響他們的消費行為。
研究問卷採線上之形式發行，共343份有效問卷。研究統計方法包含信度分析、相關分析、層級迴歸分析、Process Model驗證等，分析結果顯示，本研究之研究架構模型適配度良好，且實證結果如下:(1) 擬社會互動與認知同質存在正向 關係;(2)認知同質與購買意願存在正向關係;(3) 認知同質在擬社會互動與購買意願之間具有中介效果;(4) 認知信任對擬社會互動與認知同質具有正向調節效果。
根據分析結果，網紅透過社群與消費者產生更多之接觸，產生同質感，進而願意選擇網紅推廣或代言的產品，而認知信任可以幫助網在建立擬社會關係時，增加消費者對網紅的認同感，因而幫助網紅建立更高的同質性。另外，本研究在最後的章節也提供了相關實務操作以及未來研究上的一些方向與建議，可作為未來研究之參考。

With the advent of the digital age, various types of influencers have emerged, and the rise of virtual influencers has introduced new possibilities for marketing strategies. In this era of AI, virtual influencers have gained significant traction. These virtual characters are not only visually appealing but also adept at utilizing artificial intelligence and data analysis to achieve precise marketing goals. They can interact with a wide audience through social media, short video applications, and other media forms, establishing parasocial relationships with followers and subsequently influencing their consumer behavior.
The research questionnaire was distributed online, yielding a total of 343 valid responses. The statistical methods used in the study included reliability analysis, correlation analysis, hierarchical regression analysis, and Process Model verification. The analysis results indicated that the research framework model had a good fit, and the empirical findings were as follows: (1) There is a positive relationship between parasocial interaction and perceived homophily; (2) There is a positive relationship between perceived homophily and purchase intention; (3) Perceived homophily mediates the relationship between parasocial interaction and purchase intention; (4) Perceived trust positively moderates the relationship between parasocial interaction and perceived homophily.
Based on the analysis results, influencers can generate a sense of homophily through more interactions with consumers on social media, thereby increasing consumers' willingness to choose products promoted or endorsed by the influencers. Cognitive trust can help influencers enhance the parasocial relationship by increasing consumers' identification with the influencer, thus helping to establish higher homophily. Additionally, the final chapter of this study provides practical recommendations and directions for future research, serving as a reference for subsequent studies.

論文審定書 i
誌 謝 ii
中文摘要 iii
Abstract iv
目 錄 vi
圖 次 vii
表 次 viii
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第二章 文獻探討 5
第一節 虛擬網紅 5
第二節 變數介紹 7
第三節 假說推導 11
第三章 研究方法 15
第一節 研究架構 15
第二節 研究樣本 17
第三節 變數操作型定義與衡量方式 20
第四節 統計分析方法 25
第四章 資料分析與結果 26
第一節 相關分析 26
第二節 層級迴歸分析 28
第五章 結論與建議 34
第一節 研究結果討論 35
第二節 研究意涵 37
第三節 研究限制與未來研究建議 38
參考文獻 40
附錄一：問卷 45

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