社交媒體網紅，包括像 @LilMiquela 這樣的虛擬網紅，在行銷業中有顯著的影響，特別是在疫情期間。虛擬網紅提供了獨特的優勢，如完美的外表和同時出現在多個地方的能力，但他們是否會超越現實世界的網紅尚不確定。因此為了填補這一差距，本論文需進行了相關研究，以確定虛擬網紅對消費者行為的不同影響。在競爭激烈的網紅行銷領域，使用誇張的外貌和性感行銷策略已變得普遍。使用一份包含156名參與者的樣本，可靠的測量尺度被運用來評估真實網紅和虛擬網紅中的不自然性感程度，以及參與者的自我客體化、善意羨慕和享樂消費水平。研究結果顯示，與人類網紅相比，接觸具有不自然性感的虛擬網紅會引起更高程度的善意羨慕感受，並導致更多的享樂消費行為。這些發現揭示了網紅類型和外貌對消費者參與享樂消費的影響。營銷人員可以利用這些知識，了解人類影響者和虛擬影響者對觀眾情緒回應和參與享樂消費的差異效果，以最佳化他們的推廣策略。

Social media influencers, including virtual influencers like @LilMiquela, have gained significant power in the marketing industry, especially during the pandemic. While virtual influencers offer unique advantages such as perfect appearances and the ability to be in multiple places simultaneously, it remains uncertain if they will surpass human influencers. To address this gap, research is needed to determine the different impacts of virtual influencers on consumer behavior. In the competitive realm of influencer marketing, the use of exaggerated appearances and sexualized marketing tactics has become prevalent. Using a sample of 156 participants, reliable measurement scales were employed to assess the levels of unnatural sexiness in HIs and VIs, as well as participants' self-objectification, benign envy, and hedonic consumption. The results indicate that exposure to VIs with unnatural sexiness leads to higher levels of perceived benign envy and engagement in hedonic consumption compared to HIs. These findings shed light on the impact of influencer types and appearances on consumers' engagement in hedonic consumption. Marketers can leverage this knowledge to optimize their promotional strategies by understanding the differential effects of HIs and VIs on viewers' emotional responses and engagement for hedonic consumption.

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