為規避使用真人代言人所帶來的風險，虛擬代言人成為企業的替代方案。隨著科技的進步、社群媒體的蓬勃發展，虛擬代言人不再只是單純作為企業的代言人或商標，企業現在可以透過虛擬代言人與消費者溝通、將虛擬代言人以偶像的方式經營、販售各式各樣的周邊商品等更多元的行銷方式。過往的研究主要聚焦於虛擬代言人廣告效果對企業既有產品購買意願的影響，較少討論虛擬代言人周邊商品購買意願，以及與過去較為不同的行銷策略—舉辦虛擬代言人相關活動。
因此，本研究以此面向切入，並以高雄捷運作為研究個案，期望透過其廣告瞭解虛擬代言人廣告效果，同時探討其對購買意願的影響，其中購買意願包含搭乘意願、參與虛擬代言人活動意願、周邊商品購買意願。
本研究以虛擬代言人、廣告效果、購買意願、涉入程度等理論發展研究架構，並以廣告態度、品牌態度作為衡量廣告效果的變數，將高雄捷運虛擬代言人廣告分為企業形象廣告與事件廣告兩類、虛擬代言人分為三組，以了解虛擬代言人廣告效果並比較不同虛擬代言人的廣告效果差異。研究結果發現，虛擬代言人企業形象廣告的廣告效果較佳，意即受訪者對廣告的態度與品牌態度具有正面評價。不同組別的虛擬代言人的廣告效果有所不同，然而廣告效果皆對購買意願產生正向顯著的影響。另外，加入動漫涉入程度與人口統計變項作為干擾變項，來分析受訪者本身在動漫的涉入程度、社經背景是否干擾廣告效果對購買意願的影響。分析發現，動漫涉入程度高在廣告效果對購買意願的影響較大，而人口統計變項並無產生干擾效果。最後，根據分析結果，建議企業應持續透過不同行銷創意以提升消費者的廣告態度與品牌態度，若企業希望虛擬代言人廣告效果對購買意願的影響較大，可以盡量觸及動漫涉入程度高的消費者。

To avoid the risk of endorser, virtual spokesperson becomes an alternative to company. Virtual spokesperson is not only an endorser of company or trademark but a creative marketing strategy, for example, being a bridge for communication, an idol or merchandise. With most previous studies examining the influence of advertising effectiveness to buying intention of company’s products, very few focused on buying intention of virtual spokesperson’s product and the willingness of participating its activity. Therefore, this study tried to find out the advertising effectiveness of virtual spokesperson and its influence on buying intention of company product/service, virtual spokesperson’s product and the willingness of participating its activity.
This study used the theory of virtual spokesperson, advertising effectiveness, purchase intention to develop research framework and used the attitude toward ad and brand to evaluate advertising effectiveness. This study categorized ads into corporate and event advertising and sorted virtual spokesperson into three groups to find out difference of advertising effectiveness. The statistical analysis result showed corporate advertising has better advertising effectiveness. Although the advertising effectiveness is different from group, it always has a positive impact on purchase intention. In addition, high ACG (Animaiton, Comic and Game) involvement has stronger interruption on advertising effectiveness to purchase intention while demographic variables do not create interference. In conclusion, company should use creative marketing strategy to increase consumers’ positive attitude toward ad and brand. To let advertising effectiveness have greater impact on buying intention, they can make an effort to touch high ACG involvement consumers.

論文審定書 i
中文摘要 ii
Abstract iii
目錄 iv
圖次 vi
表次 viii
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 2
第三節 研究目的 3
第四節 研究範圍 3
第二章 文獻探討 4
第一節 代言人 4
第二節 虛擬代言人 6
第三節 虛擬代言人廣告 10
第四節 虛擬代言人廣告效果與溝通效果 12
第五節 虛擬代言人廣告與促銷策略 16
第六節 購買意願 17
第七節 涉入程度與動漫涉入程度 18
第八節 評述與小結 21
第三章 個案介紹 23
第一節 高雄捷運簡介 23
第二節 高雄捷運財務狀況 24
第三節 高雄捷運行銷策略 26
第四節 高雄捷運虛擬代言人行銷策略 29
第四章 研究方法 32
第一節 研究架構 32
第二節 問卷設計 36
第三節 研究對象與抽樣計畫 44
第四節 問卷發放與回收 44
第五章 研究分析 45
第一節 信度與效度分析 45
第二節 有效樣本結構與特徵 50
第三節 虛擬代言人廣告效果 62
第四節 動漫涉入程度的干擾效果 76
第五節 人口統計變項的干擾效果 80
第六節 分析結果小結 87
第六章 結論與建議 90
第一節 研究結論 90
第二節 研究貢獻 92
第三節 管理意涵 93
第四節 研究限制與未來研究建議 94
參考文獻 97
附錄 105

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