臺灣博碩士論文加值系統

虛擬角色代言人(Avatar)能避免真實代言人的風險因素，運用在網站可為產品宣傳，如同線上商店中的店員，與真實環境相彷。本研究依據文獻中對於角色代言人的特性，設計出專家和吸引型角色，並選定筆記型電腦為實驗產品。

本研究在虛擬角色代言人的設計融合社會回應理論的社交線索（語言、人聲、互動與社交角色），研究發現有虛擬角色代言人可提升消費者的品牌態度和購買意願。且擬社會互動與虛擬角色代言人具有交互作用，當有虛擬角色代言人呈現時，使用者對網站的擬社會互動程度高，在品牌態度和購買意會高於無虛擬角色代言人。而當有和無虛擬角色代言人呈現，使用者對網站擬社會互動低時，廣告說服效果並無差異。

此外，不同類型的虛擬角色人物呈現時(專家和吸引型角色)與產品涉入程度具有交互作用，當專家代言人物呈現時，使用者對產品涉入程度高時，廣告說服效果會吸引角色代言人。而無論是專家型或吸引型角色呈現時，對於廣告說服效果並無差異。

Avatar can avoid spokesman’s risk and it can make use of web site advertise for products, like online shop’s assistant. According to literature this research regarding avatar’s definition and character, therefore this research design expert and attractive avatar in this experiment, and choose the notebook for experiment.

The design for avatar in this research integrate social response theory’s social cue (language、voice、interactive、social role). As the result of experiment, we found avatar can increase consumer towards brand attitude and purchase intention. Parasocial interaction with avatar has interactive effect. While avatar shows on web site and consumer has high parasocial interaction toward the web, the brand attitude and purchase intention would higher than those without avatar shows. While the consumer has low parasocial interaction toward the web, the appearance of avatar or not has no significant difference on adverting effects.

Besides, different types of avatar (expert and attractive) with product involvement has interactive effect. While expert avatar shows on web site when consumer has high product involvement, the adverting effects would be higher than attractive avatar. No matter what expert or attractive avatar shows one web site, the advertising effects would be no influenced.

摘　要.................................................I
ABSTRACT..............................................II
致謝..................................................IV
目 錄..................................................V
表目錄..............................................VIII
圖目錄...............................................XII

第一章 緒論............................................1
1.1 研究背景與動機.....................................1
1.2 研究問題和目的 .....................................4
1.3 研究流程...........................................6

第二章 文獻探討........................................7
2.1 角色代言人.........................................7
2.1.1 虛擬角色代言人的定義 ............................7
2.1.2 角色代言人的分類架構 ............................8
2.1.3 虛擬角色代言人的類型 ...........................10
2.2社會反應............................................11
2.2.1 社會反應理論 (Social Response Theory)...........11
2.2.1 角色代言人在社會反應理論的應用..................12
2.3 擬社會互動.........................................13
2.3.1 擬社會互動理論（Parasocial Interaction, PSI）...13
2.3.2 擬社會互動實證之研究 ............................15
2.4產品涉入............................................17
2.4.1 涉入程度........................................17
2.4.2 涉入的定義......................................18
2.4.3 涉入程度特性....................................19
2.4.4 涉入程度分類....................................20
2.4.5 涉入與推敲可能模式..............................22
2.5虛擬角色代言人之廣告說服效果........................23

第三章 研究方法........................................30
3.1 研究架構...........................................30
3.2 研究假說...........................................32
3.3 實驗設計與變數衡量.................................37
3.3.1 樣本選擇........................................37
3.3.2 廣告產品選擇....................................37
3.3.3 信度與效度......................................41
3.3.4 虛擬角色代言人呈現..............................41
3.3.5 擬社會互動衡量..................................42
3.3.6 虛擬角色代言人形象類別衡量......................43
3.3.7 虛擬角色代言人形象選擇與操弄....................43
3.3.8 涉入程度的衡量..................................45
3.3.9 廣告說服效果的衡量..............................46
3.3.10實驗步驟........................................48

第四章 研究結果........................................53
4.1 樣本特性描述.......................................53
4.2 信度、效度分析 .....................................54
4.3 虛擬角色代言人操弄檢驗.............................55
4.4 隨機性檢驗.........................................56
4.5 假說驗證...........................................58
4.6 綜合討論...........................................73

第五章 結論與建議......................................75
5.1 研究結果...........................................75
5.2 實務意涵...........................................77
5.3 研究限制與未來建議.................................78

參考文獻...............................................80
附錄一 前測問卷........................................90
附錄二 實驗問卷........................................94
附錄三 實驗網站........................................96
附錄四 實驗數據........................................99

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