虛擬代理人，包括AI影響者，為市場營銷領域注入了新能量，並且越來越多地在社交媒體平台上與消費者互動。然而，由於對AI與消費者互動的研究有限，評估和最大化AI影響者的潛力仍然具有挑戰性。本研究探討了影響者類型（AI或人類）、外貌吸引力和副社會互動（PSI）對產品態度的影響。通過分析115名受訪者的數據，研究調查了影響者類型通過PSI中介對產品態度的直接和間接影響。此外，還研究了外貌吸引力對影響者類型-PSI關係的調節作用。研究結果突出了PSI的顯著中介作用以及外貌吸引力的調節效應，強調了基於外貌吸引力的影響者類型對PSI的不同影響。這些結果增強了我們對消費者對AI和人類影響者的反應的理解，並為營銷人員、AI影響者開發者和網絡影響者提供了有價值的指導，以優化其營銷策略。

Virtual agents, including artificial intelligence (AI) influencers, have brought new energy to the marketing sector and have been increasingly interacting with consumers on social media platforms. However, evaluating and maximizing the potential of AI influencer remains challenging due to limited research on AI-consumer interactions. This study explores the impact of influencer type (AI or human), physical attractiveness, and parasocial interaction (PSI) on product attitudes. Analyzing data from 115 respondents, the research investigates the direct and indirect effects of influencer type on product attitudes through PSI mediation. Additionally, it examines the moderating role of physical attractiveness on the influencer type-PSI relationship. The findings highlight the significant mediating role of PSI and the moderating effect of physical attractiveness, emphasizing the varying impact of influencer type on PSI based on physical attractiveness. These insights enhance our understanding of consumer responses to AI and human influencers and provide valuable guidance to marketers, AI influencer developers, and online influencers for optimizing their marketing strategies.

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