本研究探討虛擬網紅的外表擬人化程度與科技創新程度對其可信度與消費者購買意願的影響。隨著人工智慧(AI)、深度學習(Deepfake)、3D建模等技術的進步，虛擬網紅逐漸成為品牌行銷中的重要角色。然而，虛擬網紅的高度擬人化外觀可能引發「恐怖谷效應」，影響消費者對其信任度與購買決策。因此，本研究基於恐怖谷理論(Uncanny Valley Effect)與代言人可信度理論，探討外表擬人化程度與科技創新如何影響虛擬網紅的可信度，進而影響消費者的購買意願。
本研究透過問卷調查法收集412份有效樣本，並採用SPSS 19.0進行統計分析，包括敘述性統計、共同方法變異檢定、樣本無回應偏差檢定、因素分析、信度檢定、Pearson相關分析與迴歸分析等。研究結果顯示：(1)高度擬人化的虛擬網紅在可信度與吸引力方面具有顯著正向影響，但對其可靠性與專業度影響不顯著；(2)科技創新程度對虛擬網紅的可信度具有顯著正向影響；(3)虛擬網紅的可信度對消費者購買意願具有顯著正向影響；(4) 科技創新程度與擬人化程度影響購買意願的關係，部分受到可信度的中介作用。
本研究的學術貢獻在於擴展代言人可信度的研究範疇，並分別探討可信度的三大構面(吸引力、可靠性、專業度)。實務貢獻則建議企業應善用科技創新提升虛擬網紅的可信度，並避免高度擬人化設計，以提高吸引力來增強消費者信任，進而提升購買產品的可能性。本研究亦提出未來研究方向，以進一步探索虛擬網紅的應用與消費者心理機制。

This study examines the impact of virtual influencers’ anthropomorphic appearance and technological innovation on their credibility and consumers’ purchase intention. With advancements in artificial intelligence (AI), deep learning (Deepfake), and 3D modeling, virtual influencers have increasingly become key figures in brand marketing. However, highly human-like virtual influencers may trigger the "Uncanny Valley Effect," affecting consumer trust and purchase decisions. Grounded in the Uncanny Valley Theory and Endorser Credibility Theory, this study explores how anthropomorphism and technological innovation influence the credibility of virtual influencers and, consequently, consumer purchase intention.
This research employed a questionnaire survey, collecting 412 valid responses. Statistical analyses were conducted using SPSS 19.0, including descriptive statistics, common method variance tests, non-response bias assessments, factor analysis, reliability tests, Pearson correlation analysis, and regression analysis. The findings indicate that: (1) a high degree of anthropomorphism positively influences the credibility and attractiveness of virtual influencers but does not significantly impact their trustworthiness or expertise; (2) the level of technological innovation significantly enhances the credibility of virtual influencers; (3) virtual influencers’ credibility has a significant impact on consumers' purchase intention; and (4) credibility partially mediates the relationship between anthropomorphism, technological innovation, and purchase intention.
The academic contribution of this study lies in expanding the research scope of endorser credibility by separately examining its three key dimensions—attractiveness, trustworthiness, and expertise. From a practical perspective, the study suggests that companies should leverage technological advancements to enhance virtual influencers' credibility while avoiding excessively human-like designs. Instead, they should focus on increasing attractiveness to foster consumer trust and ultimately drive purchase decisions. The study also proposes future research directions to further explore the application of virtual influencers and the underlying psychological mechanisms influencing consumer behavior.

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