近年來，隨著網紅行銷的市場規模逐漸攀升，加上電腦圖像生成技術與人工智慧技術的方興未艾，促使虛擬網紅的興起。許多品牌與行銷公司看準此種現象，爭相與虛擬網紅進行合作，根據市場調查顯示，目前已經有六成的品牌與行銷公司使用虛擬網紅作為行銷策略，因此有必要進一步去尋找虛擬網紅代言的最佳廣告策略。故本研究目的在於探討消費者對於虛擬網紅代言的反應，透過不同擬人化程度的虛擬網紅、不同視覺複雜度的Instagram貼文設計與不同獨特性需求的人格特質對消費者行為之影響，探究虛擬網紅代言的最佳廣告策略。本研究以Instagram作為研究背景，並以恐怖谷理論作為理論依據，探討2虛擬網紅之擬人化程度（高擬人化程度VS.低擬人化程度）× 2 Instagram貼文設計之視覺複雜度（高視覺複雜度VS.低視覺複雜度）× 2獨特性需求之人格特質（高獨特性需求VS.低獨特性需求）之三因子組間實驗設計，檢驗三者對消費者行為之影響，並將中介變項（社會臨場感）納入研究架構中並進行討論，探討社會臨場感在擬人化程度與依變項（品牌態度、購買意願與分享意願）之間的中介效果。本研究結果實證（1）相較於低擬人化程度的虛擬網紅，高擬人化程度的虛擬網紅會導致消費者產生較佳的品牌態度、購買意願與分享意願；（2）相較於低視覺複雜度的Instagram貼文設計，高視覺複雜度的Instagram貼文設計會引發消費者產生較佳的購買意願與分享意願；（3）相較於低獨特性需求的消費者，高獨特性需求的消費者對於虛擬網紅代言會產生較佳的品牌態度、購買意願與分享意願；（4）對於高獨特性需求的消費者而言，在瀏覽高擬人化程度的虛擬網紅其貼文時，會產生較佳的品牌態度與分享意願；對於低獨特性需求的消費者而言，不論在瀏覽高或低擬人化程度的虛擬網紅其貼文之消費者行為皆不會產生差異；（5）對於高獨特性需求的消費者而言，在瀏覽高視覺複雜度的Instagram貼文設計，會產生較佳的品牌態度、購買意願與分享意願；對於低獨特性需求的消費者而言，在瀏覽低視覺複雜度的Instagram貼文設計，會產生較佳的品牌態度；（6）社會臨場感在擬人化程度與品牌態度、購買意願與分享意願之間存在中介效果。

In recent years, the gradual expansion of the influencer marketing market and the unfolding of computer-generated imagery and artificial intelligence have led to the emergence of virtual influencers. This phenomenon has been seized upon by many brands and marketing agencies, and they are eagerly collaborating with virtual influencers. According to market research, currently, sixty percent of brands and marketing agencies utilize virtual influencers as part of their marketing strategies. Hence, there is a need to further explore the optimal advertising strategies for virtual influencer endorsements. Therefore, the aim of this study is to investigate consumer responses to virtual influencer endorsements. It examines the impact of different levels of anthropomorphism in virtual influencers, varying visual complexity in Instagram post designs, and diverse personality traits related to consumers’ need for uniqueness on consumer behavior. The study utilized Instagram as the research background and the Uncanny Valley theory to investigate the Anthropomorphic degree of virtual influencers (high degree of anthropomorphism vs. low degree of anthropomorphism) × 2 Visual complexity of Instagram post design (high visual complexity vs. low visual complexity) × 2 individual varieties with Need for Uniqueness (high need for uniqueness vs. low need for uniqueness). An intergroup experimental design was employed to examine the impact of these three factors on consumer behavior, with social presence variables included in the research framework to explore their internal effects on brand attitudes, purchase intentions, and electronic word-of-mouth. The study finds that: (1) Compared to virtual influencers with low anthropomorphism, those with high anthropomorphism lead to better brand attitudes, purchase intentions, and electronic word-of-mouth among consumers; (2) Compared to Instagram post designs with low visual complexity, those with high visual complexity elicit better purchase intentions and electronic word-of-mouth among consumers; (3) Compared to low consumers’ need for uniqueness, those with high consumers’ need for uniqueness exhibit better brand attitudes, purchase intentions, and electronic word-of-mouth regarding virtual influencer endorsements; (4) For consumers with high need for uniqueness, browsing posts of virtual influencers with high anthropomorphism leads to better brand attitudes and electronic word-of-mouth; for consumers with low need for uniqueness, there is no difference in consumer behavior regardless of whether they are browsing posts of virtual influencers with high or low anthropomorphism; (5) For consumers with high need for uniqueness, browsing Instagram posts with high visual complexity results in better brand attitudes, purchase intentions, and electronic word-of-mouth; for consumers with low need for uniqueness, browsing posts with low visual complexity leads to better brand attitudes; (6) Social presence serves as a mediating factor between anthropomorphism and brand attitude, purchase intention, and electronic word-of-mouth.

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