虛擬角色代言人(Avatar)能避免真實代言人的風險因素,運用在網站可為產品宣傳,如同線上商店中的店員,與真實環境相彷。本研究依據文獻中對於角色代言人的特性,設計出專家和吸引型角色,並選定筆記型電腦為實驗產品。 本研究在虛擬角色代言人的設計融合社會回應理論的社交線索(語言、人聲、互動與社交角色),研究發現有虛擬角色代言人可提升消費者的品牌態度和購買意願。且擬社會互動與虛擬角色代言人具有交互作用,當有虛擬角色代言人呈現時,使用者對網站的擬社會互動程度高,在品牌態度和購買意會高於無虛擬角色代言人。而當有和無虛擬角色代言人呈現,使用者對網站擬社會互動低時,廣告說服效果並無差異。 此外,不同類型的虛擬角色人物呈現時(專家和吸引型角色)與產品涉入程度具有交互作用,當專家代言人物呈現時,使用者對產品涉入程度高時,廣告說服效果會吸引角色代言人。而無論是專家型或吸引型角色呈現時,對於廣告說服效果並無差異。
Avatar can avoid spokesman’s risk and it can make use of web site advertise for products, like online shop’s assistant. According to literature this research regarding avatar’s definition and character, therefore this research design expert and attractive avatar in this experiment, and choose the notebook for experiment. The design for avatar in this research integrate social response theory’s social cue (language、voice、interactive、social role). As the result of experiment, we found avatar can increase consumer towards brand attitude and purchase intention. Parasocial interaction with avatar has interactive effect. While avatar shows on web site and consumer has high parasocial interaction toward the web, the brand attitude and purchase intention would higher than those without avatar shows. While the consumer has low parasocial interaction toward the web, the appearance of avatar or not has no significant difference on adverting effects. Besides, different types of avatar (expert and attractive) with product involvement has interactive effect. While expert avatar shows on web site when consumer has high product involvement, the adverting effects would be higher than attractive avatar. No matter what expert or attractive avatar shows one web site, the advertising effects would be no influenced.