隨著社群媒體與數位技術的進展，虛擬代言人（Virtual Influencers, VIs）已成為企業品牌行銷的新興工具，對消費者行為產生深遠影響。惟虛擬代言人以非真人身分進行行銷活動，易引發資訊不對稱與消費者信任疑慮，甚至產生「恐怖谷效應」而降低接受度。本研究基於訊息來源可信度理論、建構層次理論與社會線索理論，建構一套整合性模型，以探討虛擬代言人如何透過資訊透明度與代言人可信度之「資訊傳遞品質」，藉由心理距離與社會線索的中介作用，進而影響消費者的擬社會互動及購買意願。
本研究透過問卷調查法，以曾接觸Instagram虛擬代言人代言內容之台灣消費者為樣本，回收有效問卷434份。資料經因素分析、信度檢定、Pearson相關分析與結構方程模型驗證後發現：（一）資訊透明度與代言人可信度皆正向影響擬社會互動，其中代言人可信度影響力更顯著；（二）心理距離與社會線索為關鍵中介變數，能有效強化資訊傳遞品質對擬社會互動之影響；（三）擬社會互動顯著提升消費者購買意願，驗證虛擬代言人可透過擬人化設計與情感連結促進行銷成效。最後，本研究提出管理與設計建議，強調企業應關注虛擬角色資訊呈現品質與社會性設計，以提升代言效果與顧客信任。

With the advancement of social media and digital technologies, virtual influencers (VIs) have emerged as a novel branding and marketing tool that significantly influences consumer behavior. However, because virtual influencers lack a real human identity, their use may create information asymmetry and raise concerns about consumer trust. In addition, highly humanlike digital characters may trigger the uncanny valley effect, potentially reducing consumer acceptance. Drawing upon Source Credibility Theory, Construal Level Theory, and Social Cue Theory, this study develops an integrated model to examine how virtual influencers influence consumers’ parasocial interaction and purchase intention. Specifically, the study investigates how information transmission quality, reflected in information transparency and endorser credibility, affects consumers through the mediating roles of psychological distance and social cues.
A questionnaire survey was conducted among Taiwanese consumers who had encountered virtual influencer endorsement content on Instagram, yielding 434 valid responses. The data were analyzed using factor analysis, reliability testing, Pearson correlation analysis, and structural equation modeling. The results indicate that: (1) information transparency and endorser credibility positively influence parasocial interaction, with endorser credibility showing a stronger effect; (2) psychological distance and social cues act as key mediators, strengthening the effect of information transmission quality on parasocial interaction; and (3) parasocial interaction significantly enhances purchase intention, demonstrating that virtual influencers can improve marketing effectiveness through anthropomorphic design and emotional engagement. Finally, this study provides managerial implications, suggesting that firms should enhance information presentation and social design of virtual characters to strengthen endorsement effectiveness and build consumer trust.

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