虛擬影響者對消費者行為之研究

近年來隨著AI技術迅速的發展以及元宇宙概念化的出現，讓許多品牌商、廣告公司與公關公司在結合新創行銷手法、即時互動的情境下開始快速的推出「虛擬影響者」。根據國際市場研究公司的調查發現，有許多受訪者曾經與虛擬影響者合作過，可以得知虛擬影響者正在快速的發展，而影響最深的是目前Z世代的年輕人。本研究使用理性行為理論中的態度、主觀規範，並納入常用於社群媒體的擬社會互動作為調節，探討消費者購買與虛擬影響者相關的品牌商品時的購買意圖。
本研究透過線上問卷方式進行調查，最終回收有效樣本數為222份，且分別採用SmartPLS 4與SPSS Statistics 26兩套軟體進行分析。研究結果顯示態度與主觀規範可以有效影響購買意圖，而擬社會互動也可以有效影響態度對購買意圖。最後，並於研究的最後分別以實務面與學術面提供未來參考建議。

With the rapid development of AI technology and the conceptualization of meta-universes in recent years, many brands, advertising agencies, and public relations firms have begun to rapidly launch "virtual influencers" by combining innovative marketing techniques and real-time interactions. According to a survey conducted by an international marketing research firm, many respondents have worked with virtual influencers, and it is clear that virtual influencers are growing rapidly, and that the most significant influence is on the current Generation Z youth. This study uses attitudinal and subjective norms from rational behavior theory and incorporates social interaction simulations commonly used in social media as a moderator to investigate consumers' purchase intentions when buying products from brands associated with virtual influencers.
This study was conducted through an online questionnaire, with 222 samples collected and analyzed using SmartPLS 4 and SPSS Statistics 26. The results of the study showed that attitudes and subjective norms can effectively influence purchase intention, and social interaction can also effectively influence attitudes on purchase intention. Finally, the study concludes with practical and academic recommendations for future reference.