近年來疫情嚴峻，許多線上零售商不得不提升現有服務來維繫與消費者的關係。而在線上環境中，與消費者有最直接與最多接觸的不外乎就是與他們直接交談的線上銷售人員。常見線上銷售人員提供包括提供產品建議、故障排除和客戶投訴等。而常被討論到的線上銷售人員外觀及互動元素特徵包含虛擬形象與溝通方式，但一起討論到這兩個元素的相關研究卻較少得到關注。
在線上環境中，一致性的程度常常被用來探討消費者的感受及態度。因此本研究想了解虛擬形象與溝通方式的一致性是否會影響消費者對線上銷售人員的感受，並且將透過兩種不同產品類別作為情境，探討不同的產品態度是否會影響虛擬形象與溝通方式一致性的效果。同時，本研究也將利用期望確認模型作為衡量感受之基礎進行實驗，並以問卷作為本研究之調查工具，利用結構方程模型與多變量變異數分析作為分析方法，探究線上銷售人員之虛擬形象與溝通方式一致性是否會最終影響消費者的滿意度與持續使用意圖。另外，也同時探討在不同產品類型下是否會對不同類別的一致性產生不同效果。
本研究結果證實，當線上銷售人員之虛擬形象與溝通方式風格一致時，較符合消費者的期望，進而影響消費者對線上銷售人員的信任、期望確認與感知有用性。本研究亦進行結構方程模型分析，我們得到這三種構念進而正向影響滿意度及持續使用意願。此外，本研究還發現，風格一致之線上銷售人員在不同產品類型也會產生不同的效果，專業風格一致在實用型產品上的效果顯著優於享樂型產品，反之亦然。因此，線上零售商應設計虛擬形象與溝通方式風格一致之線上銷售人員，再根據產品類型選擇適合的風格來面對客戶，以利提高消費者的滿意度與持續使用意圖。

The pandemic has pushed online retailers to enhance services, particularly through direct interactions with online salesperson who provide recommendations and handle complaints. However, limited research exists on the avatars and communication styles of these representatives.

This study examines the impact of consistency in the visual avatars and communication style of virtual sales representatives on consumer perceptions. It also explores how different product attitudes influence this relationship using two product categories. The Expectation Confirmation Model and questionnaires are used to measure perceptions, while structural equation modeling and multivariate analysis analyze the influence on consumer satisfaction and intention to continue using the service. Additionally, the study investigates the varying effects of consistency across different product types.

Findings show that consistent avatars and communication styles align with consumer expectations, influencing trust, confirmation, and perceived usefulness. These factors positively impact satisfaction and intention to continue using the service. The study also reveals that the effects of consistency differ for different product types, with a stronger impact on utilitarian products for professional-style consistency. Therefore, online retailers should design consistent avatars and communication styles for their representatives and tailor them to product types to enhance consumer satisfaction and intention to continue using the service.

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