隨著數位科技與社交媒體的快速發展，虛擬網紅作為數位行銷的重要工具，憑藉擬人化特徵與高度靈活性，在品牌推廣中展現了巨大潛力。越來越多品牌將其視為新型代言人，對消費者行為產生顯著影響。然而，虛擬網紅的真實性不足，可能削弱消費者對品牌的信任，成為行銷策略中的一大挑戰。
為解決此問題，本研究聚焦於虛擬網紅外表設計的「完美」與「瑕疵」特徵，探討其對消費者品牌依附、購買意願與品牌態度之影響，並以擬社會互動作為中介變數，性格性嫉妒（良性與惡性）作為調節變數，理論基礎為社會比較理論。
實證結果顯示，相較於完美外表，具有瑕疵特徵的虛擬網紅能激發更高程度的擬社會互動。進一步分析亦發現，擬社會互動顯著正向影響品牌依附、購買意願與品牌態度，並中介虛擬網紅外表對上述三項結果變數的影響。此外，惡性嫉妒顯著調節瑕疵外表與擬社會互動之間的關係，顯示當惡性嫉妒程度越高，消費者對瑕疵虛擬網紅的情感投入越深；但良性嫉妒對完美外表的虛擬網紅並未產生顯著調節效果。
本研究填補虛擬網紅設計與消費者心理間的研究缺口，並提供品牌在虛擬代言人選擇與設計上的實務建議，協助企業在數位行銷時代制定更具影響力與情感連結的行銷策略。

With the rapid growth of digital technology and social media, virtual influencers have become key tools in digital marketing. Their anthropomorphic traits and flexibility offer great potential for brand promotion, influencing consumer behavior significantly. However, their lack of authenticity may reduce consumer trust, challenging marketing strategies.
This study examines how “flawless” versus “flawed” virtual influencer appearances affect brand attachment, purchase intention, and brand attitude. Parasocial interaction is tested as a mediator, and dispositional envy (benign and malicious) as a moderator, based on Social Comparison Theory.
Results show that flawed virtual influencers evoke stronger parasocial interaction than flawless ones. Parasocial interaction positively influences brand attachment, purchase intention, and brand attitude, mediating the effect of appearance. Malicious envy significantly moderates the link between flawed appearance and parasocial interaction, increasing emotional engagement, while benign envy shows no significant effect.
This research fills a gap in virtual influencer design and consumer psychology, providing practical insights for brands to create emotionally engaging and effective marketing strategies.

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