近年來隨著社群媒體不斷發展，越來越多社群網紅創作出具有特色的內容 以吸引群眾關注。在科技的驅使下，另一種新型產業出現在社群媒體上，即為 CGI 網紅(亦為虛擬網紅)。虛擬網紅經常在社群媒體上分享對於各個時事的 觀點、發出聲明支持某項議題，他們也經常上傳極具個人特色與風格的穿搭， 以此引起時尚品牌的注意，成功取得代言時尚品牌的機會。過去的研究當中， 大多聚焦於什麼因素能夠影響真人網紅與購買意願，對於虛擬網紅的探討與研 究僅表明虛擬網紅能有效的讓群眾產生信任感並達成購買意願。故本研究以 「擬人論」為主軸，將擬人分為心理、外觀與社會行為，以此探討是否影響群 眾對虛擬網紅之態度與品牌態度，隨後引發群眾的購買意願。
本研究以 SurveyCake 分別發放 2 份問卷進行比較，其中 1 卷為外觀較為擬 人化的虛擬網紅，以 Lil Miquela 作為參考依據;2 卷為外觀較為動畫化的虛擬 網紅，以 Noonoouri 作為參考依據。結果顯示於 1 卷中，擬人化之外觀與社會 行為對虛擬網紅之態度與品牌態度皆具正相關，進而影響群眾之購買意願;2 卷在擬人化之外觀與社會行為皆對虛擬網紅之態度具正相關，擬人化之外觀對 品牌態度則不具相關性。在兩份問卷中，擬人化之心理對虛擬網紅之態度與品 牌態度皆不具相關性。
本研究在擬人化之外觀與對虛擬網紅之態度上進行 utest 檢定，結果無法證 實恐怖谷理論。最後，進行多群組比較分析，其分析結果為不顯著，代表本研 究之模型具泛化性，不會因為分群而產生差異。

In recent years, social media developed consistently. More and more influencers create unique contents to attract people. Driven by technology, another new industry has emerged on social media. It is called CGI influencers, also called virtual influencers. Virtual influencers often share their opinions on various current events on social media and issue statements in support of a certain issue. They also uploaded outfits with personal characteristics and styles to attract the attention of fashion brands and successfully gained endorsement for fashion brands. In the past research, most of the researches focused on what factors can affect the influencers and purchase intentions. The research on virtual influencers only show that virtual influencers can effectively let the users trust them and make the users purchase it.
In this study, I used SurveyCake to distribute two questionnaires for comparison. Volume 1 is a virtual influencer with a more anthropomorphic appearance, and Lil Miquela was used as a reference. Volume 2 is a virtual influencer with a more animated appearance, and Noonoouri was used as a reference. The results show that in Volume 1, appearance and social behavior are positively related to attitudes to virtual influencer and brand attitude, which in turn affect the purchase intention of the users. In Volume 2, appearance and social behavior have a positive impact on attitude to virtual influencer. While appearance was not correlated with brand attitude. In both questionnaires, mental had no correlation with attitude to virtual influencer and brand attitude.
This study conducted a utest test on appearance and attitude to virtual influencer, and the results can’t confirm the Uncanny Valley theory. Multi-group comparison analysis was performed, and the analysis result was insignificant, which means that the model in this study has generalization and will not produce differences due to grouping.

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