非人無礙？AI 網紅在情感渴望、理性需求與感知價值之間的拉鋸戰

Abstract

人工智能網紅（電腦生成的數位角色）的崛起代表了品牌行銷策略的重大轉變。雖然對於人類網紅的研究已相當廣泛，但關於消費者對人工智能網紅的反應的研究仍然有限，特別是關於產品類型如何影響其說服力的研究更為缺乏。本研究探討人工智能網紅代言如何通過感知價值（情感、社交和認知）影響購買意願，並以產品類型（享樂型vs.功能型）作為調節因素。研究採用受試者間實驗設計，將募集329名參與者觀看人工智能生成的廣告並完成問卷調查，測量他們對AI網紅的感知和購買意願。本研究檢視網紅的關鍵特質，包括感知相似性、真實性、吸引力、專業知識、可信度和擬社會互動。多群組分析（MGA）將確定產品類型如何調節這些關係，提供關於人工智能網紅對特定產品類別是否更有效的見解。本研究填補了文獻中的關鍵空白，並為考慮在數位策略中採用人工智能網紅的行銷人員提供實用意義。研究結果將有助於確定人工智能網紅是代表可持續的行銷方法，還是僅僅是消費者參與中的一種短暫技術趨勢。

The rise of AI influencers, computer-generated digital personalities, represents a significant shift in brand marketing strategies. While human influencers have been extensively studied, research on consumer responses to AI influencers remains limited, particularly regarding how product type affects their persuasive impact. This study investigates how AI influencer endorsements influence purchase intentions through perceived values (emotional, social, and cognitive), with product type (hedonic vs. utilitarian) as a moderating factor. Using a between-subjects experimental design, 329 participants will view AI-generated advertisements and complete surveys measuring their perceptions of the influencer and purchase intentions. The study examines key influencer attributes including perceived homophily, authenticity, attractiveness, expertise, trustworthiness, and parasocial interaction. Multi-Group Analysis (MGA) will determine how product type moderates these relationships, providing insights into whether AI influencers are more effective for certain product categories. This research addresses a critical gap in the literature and offers practical implications for marketers considering AI influencer adoption in their digital strategies. The findings will help determine whether AI influencers represent a sustainable marketing approach or merely a passing technological trend in consumer engagement.