虛擬與真實代言人對產品判斷的效果：專業連結與產品類別的干擾效果

Abstract

本研究重新驗證當代言人職業與產品的專業連結度較低，閱聽人將產生較差之產品態度。此外，當產品為感官性商品，即如同化妝品、保養品等會給予五感直接感受的產品時，若代言人選用 AI 虛擬代言人，會使閱聽人認知到的代言人—產品連結度（本研究分析階段以感知適配度稱）更低，因而產生違和感，導致產品評價較差；而若產品為科技類商品，則因虛擬代言人亦為科技導向，使閱聽人的感知適配度提升，從而產生較佳之產品態度。

本研究旨在探討虛擬與真實代言人對產品判斷的影響，並以職業、產品類別作為干擾變數，檢測其調節作用。研究以推敲可能性模型與適配假說作為理論基礎，並採用問卷調查法，隨機抽取約 500 名大專院校生作為研究樣本，並設計 8 版不同的問卷以操弄代言人特性（真實 vs. 虛擬）、產品類別（感官性 vs. 科技類）與代言人與產品的專業連結度（高 vs. 低）。受測者在確知充分背景資訊與無時間限制的情境下進行判斷，確保其透過中央路徑處理訊息。最後，運用變異數分析（ANOVA）與迴歸分析檢驗研究假設。

本研究結果將有助於理解虛擬代言人在廣告效果中的角色，及 Z 世代消費者對虛擬代言人之觀感，並為企業在選擇代言人時提供實證依據。

This study reexamines the effect of endorser–product professional congruence on consumer product evaluations. When the endorser's occupation is perceived to have low relevance to the endorsed product, consumers tend to form less favorable product attitudes. Moreover, in the context of sensory products—such as cosmetics and skincare items that directly stimulate the five senses—the use of AI-generated virtual endorsers leads to lower perceived endorser–product congruence (referred to as perceived fit in this study), which in turn evokes a sense of incongruity and results in diminished product evaluations. In contrast, when the product is technology-related, the technological nature of virtual endorsers enhances perceived congruence, leading to more favorable product attitudes.

The purpose of this study is to investigate how virtual versus human endorsers influence consumer product judgments, with endorser occupation and product category serving as moderating variables. Drawing on the Elaboration Likelihood Model (ELM) and the Match-Up Hypothesis as theoretical foundations, a survey-based experimental design was employed. Approximately 500 university students were randomly sampled and assigned to one of eight questionnaire versions that manipulated endorser type (virtual vs. human), product category (sensory vs. technological), and professional congruence (high vs. low). Participants were provided with detailed background information and no time constraints, encouraging central-route processing of the advertising stimuli. Hypotheses were tested using analysis of variance (ANOVA) and regression analysis.

The findings offer insights into the role of virtual endorsers in advertising effectiveness, particularly among Generation Z consumers. This research provides empirical evidence to guide marketers in endorser selection strategies.