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.
