虛擬代言人的互動對品牌代言效果之研究

近年來由於網際網路的發展，使得各種行業的企業也無竭盡所能地使用網路資源於各種行銷活動，不論在過去還是現在代言人是企業經常使用的工具之一，不過我們也發現不論真人還是虛擬代言人，經常是以短短的幾秒的廣告做為代表，在邁向數位世紀的現在，「互動」是數位媒體隱含的本質。因此本研究運用線上互動媒體做為中介，讓消費者與虛擬代言人進行互動，並觀察與目前企業常使用的方法－使用員工或主管經營的方式有何不同？本研究發現，女性在與虛擬代言人進行實驗時較容易感受整個情境所給予的氛圍，在大部份的構面的同意程度都比男性稍高，因此當產品的目標市場鎖定於女性時，可以加強虛擬代言人在行銷上的使用。本研究發現，在互動的環境中虛擬代言人的效果比起使用員工或主管經營的方式，各項構面間都有明顯的差異，不過信任對品牌態度的解釋力卻極低，在調整研究架構後發現，在具有互動環境中虛擬代言人的信任已經不在原先的架構中，而變成由前置因素直接影響品牌態度，原因是當虛擬代言人具有互動機會的時候，消費者將之視其為品牌的一部份，因此造成虛擬代言人的信任和品牌態度混在一起。本實驗只選擇飲料業進行實驗設計，而每種業種的特性都不太一樣，未來可以針對更多的領堿進行實驗。

關鍵字

行銷；互動；虛擬代言人

並列摘要

As the Internet's development in recent years, variety of industries use network resources to do variety of marketing, regardless of the past and present spokesmen is one of the tools used often, but we also found that both of spokesmen and spokes-character just provide a few seconds of advertising, In the age which is striding toward a digital century, "interaction" is the implicit essence of digital media. In this study, we use online interactive media as an intermediary for consumers to interact with the spokes-character, and observed which different with used by businesses staff or business executives? The study found women in this experiment with spokes-character are prone to feel the atmosphere of the given situation, in most dimensions slightly higher level of agreement than men, so when the product's target market locked in women, they can Strengthening spokes-character on marketing use. The study found that interactive virtual environment spokes-character effect more than to use the businesses staff or business executives way, the dimensions are obvious differences between, but the spokes-character trust can’t explanatory the brand attitude, and we adjustment the research structure and found, in an interactive virtual environment spokes-character trust has not in the original structure, the factors into direct influences the brand attitude, because in an interactive environment consumers to consider spokes-character trust is the brand's part. We choose the beverage industry to design an experiment, the characteristics of each industry are not similar, in the future can be in more area to do the experiment.

並列關鍵字

spokes-character ； interaction ； marketing

參考文獻

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虛擬代言人的互動對品牌代言效果之研究

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