代言人的選擇對於廠商或品牌業者來說都是相當重要的決策，好的代言人能夠將所代言產品的銷售量推向高峰，也可能會使品牌形象受到負面的波及，唯有代言人與產品相互配合，才能有效提高代言人所帶來的廣告效益，而虛擬代言人不只能夠快速累積了大量人氣，也較容易吸引許多消費者的目光。因此，本研究目的主要是了瞭解虛擬人物代言對於消費者的品牌態度是否有其影響外，再進一步分析虛擬人物代言對於消費者品牌態度的影響效果，是否會因為虛擬人物類別、產品類別、品牌來源國形象不同而有顯著差異。
本研究問卷是參考相關文獻所改編之結構式網路問卷，並且以大台北地區18歲以上的消費者為問卷調查對象，共有52份有效問卷。所得問卷資料將進行敘述統計、單一樣本t檢定和相依樣本t檢定。
資料分析結果歸納之結論如以下：(一) 虛擬人物代言對於消費者的品牌態度有正面的影響；(二) 虛擬人物代言享樂型產品對於消費者品牌態度的影響效果，會因為虛擬人物類別不同而有顯著差異；(三) 授權虛擬人物代言對於消費者品牌態度的影響效果，會因為產品類別不同而有顯著差異；(四)授權和原創虛擬人物代言對於消費者品牌態度的影響效果，會因為品牌來源國形象不同而有顯著差異。
The selection of spokesperson is critical issue for companies or brand owners, empirically good spokesperson would bring elevated sales whereas no-good one would bring negative brand image. The complex between spokesperson and product hence could bring high advertising effectiveness. Virtual spokesperson not only accumulates popularity but also attracts attentions of consumer in short term. The purpose of study thus is to understanding whether the endorsement of avatars has any impact on consumer brand attitudes, further analysis of the effect of avatar endorsements on consumer brand attitudes will be significant because of the difference in avatar category, product category, and brand origin country image difference. This structural internet questionnaire is made from the reference of relevant studies, and all the 52 shares of effective questionnaire are tested by the consumers over 18. Descriptive statistics, one sample t test , and paired sample t test are adopted to analyze the data.
The results are as follows: 1. The endorsement of avatars has a positive impact on consumers' brand attitudes; 2. The effect of avatar endorsements on hedonic products on consumer brand attitudes will be significantly different due to different categories of avatars; 3. The effect of virtual character endorsement on consumer brand attitude will be significantly different due to different product categories; 4. The effect of licensing and original virtual character endorsement on consumer brand attitude will be significant because of the different image of the country of origin of the brand difference.
