廣告代言型態與消費者購買意願關係之研究｜國立中央大學博碩士論文系統

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研究生：	任君汶 Chun-Wen Jen
論文名稱：	廣告代言型態與消費者購買意願關係之研究 An Investigation into the Relationship Between Advertising Endorser Types and Consumer Purchase Intention
指導教授：	陳炫碩
口試委員:
學位類別：	碩士 Master
系所名稱：	管理學院 - 企業管理學系 Department of Business Administration
論文出版年：	2025
畢業學年度：	113
語文別：	中文
論文頁數：	69
中文關鍵詞：	虛擬網紅、信任度、感官行銷、新奇性感知、購買意願
外文關鍵詞：	Virtual influencer, Trust, Sensory marketing, perceived novelty, Purchase intention
相關次數：	點閱：17 下載：0
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本研究檢驗企業日益倚重的虛擬代言人在不同產品情境中的說服效力，聚焦
於「擬真人網紅」、「動漫網紅」與「無人代言」三種形式，並以近感官、遠感官
及搜尋性產品為比較場域。研究以三種代言類型對應三種產品類型的條件混合設
計，操弄受試者所見刺激，並以信任感與新奇性感知為雙重中介進行分析。
結果顯示，近感官產品情境中，擬真人網紅能同時強化信任與新奇以最有效
提升購買意願；動漫網紅雖具新奇優勢，惟可信度較弱而整體效果不及擬真人網
紅；無人代言因缺乏人形線索致說服力最低。當產品屬於遠感官類別，擬真人網
紅仍憑藉較高可信度與適度新奇維持優勢，動漫網紅主要透過新奇路徑發揮影
響，而無人代言難以激發購買意圖。至於搜尋性產品，消費者對代言人特質的依
賴顯著下降，無人代言憑藉中立可信度反而最具說服力，擬真人網紅與動漫網紅
雖能吸睛卻無法超越無人代言。
本研究填補虛擬代言類型細分與產品適配性的實證空缺，並證實「信任—新
奇」雙路徑的相對權重會因產品感官屬性而重排：近感官產品高度倚賴擬真人網
紅所帶來的信任與新奇，遠感官產品則主要仰賴新奇刺激而以信任為輔，搜尋性
產品則回歸資訊可靠性導向，以無人代言的客觀可信度為核心。此一發現為企業
部署虛擬代言策略提供產品與代言人的精準匹配準則，亦為後續探討虛擬代言、
產品特質與消費者心理機制交互作用奠定基礎。

This study compares three endorsement formats—hyper-realistic virtual influencers
(HVI), anime-style VIs (AVI), and no endorser—across near-sensory, distant-sensory, and
search products using a 3 × 3 mixed design. Trust and perceived novelty serve as par-
allel mediators. For near-sensory goods, HVIs jointly boost trust and novelty, yielding
the strongest purchase intent; AVIs rely on novelty but suffer from lower credibility, and
no endorser performs worst. In distant-sensory contexts, HVIs keep their lead via higher
credibility plus moderate novelty, AVIs persuade mainly through novelty, and no endorser
is ineffective. For search goods, reliance on endorser cues fades: the no-endorser op-
tion, offering neutral credibility, proves most convincing, while HVIs and AVIs, though
attention-grabbing, lag behind. The findings show that the trust-versus-novelty pathway
shifts with product sensory demands, providing actionable guidance for precise“product
× endorser＂alignment.

中文摘要 ..................................................... i
英文摘要 ..................................................... ii
目錄 ........................................................ iii
圖目錄 ...................................................... vi
表目錄 ...................................................... vii

第一章　緒論 ............................................... 1
1 研究背景與動機 ......................................... 1
2 研究的 ................................................ 2

第二章　文獻探討 .......................................... 4
1 虛擬網紅類型與發展 .................................... 4
2 擬人化理論、社會臨場與信任機制 ........................ 4
3 新奇性感知與信任：新奇雙軌機制 ........................ 5
4 產品屬性分類 .......................................... 5

第三章　研究方法與假設 .................................... 8
1 研究架構 .............................................. 8
1.1 代言人類型分類定義 .................................. 9
2 研究假說 ............................................. 10
2.1 研究假說（一）：網紅類型代言近感官產品之影響 ....... 10
2.2 研究假說（二）：網紅類型代言遠感官產品之影響 ....... 11
2.3 研究假說（三）：網紅類型代言搜尋性產品之影響 ....... 13
3 實驗設計 ............................................. 14
3.1 研究設計類型說明 .................................. 14
3.2 實驗程序 .......................................... 15
3.3 變項量表與測量題項 ................................ 16
3.4 資料分析方法 ...................................... 18

第四章　問卷調查與模型說明 ............................... 20
1 問卷回收與統計 ...................................... 20
2 信度分析 ............................................ 21
3 敘述統計分析 ........................................ 21
4 中介模型與分析方法說明 ............................. 23

第五章　研究結果 ......................................... 25
1 近感官產品 ........................................... 25
1.1 HVI與無人代言之比較結果 .......................... 25
1.2 AVI與無人代言之比較結果 .......................... 26
1.3 AVI與HVI之比較結果 ............................... 28
2 遠感官產品 ........................................... 30
2.1 HVI與無人代言之比較結果 .......................... 30
2.2 AVI與無人代言之比較結果 .......................... 31
2.3 AVI與HVI之比較結果 ............................... 33
3 搜尋性產品 ........................................... 35
3.1 HVI與無人代言之比較結果 .......................... 35
3.2 AVI與無人代言之比較結果 .......................... 37
3.3 AVI與HVI之比較結果 ............................... 38

第六章　結論與建議 ....................................... 41
1 結論 ................................................ 41
2 研究限制 ............................................ 46
3 後續研究建議 ........................................ 47

參考文獻 ................................................ 49
附錄A — 延伸補充 ........................................ 51
附錄B — 問卷內容 ........................................ 56
                                

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