隨著傳播媒體多元化、消費者行為改變，影音式行銷逐漸受到業界的重視，而YouTube影音平台在之中扮演舉足輕重的角色，形成廠商與YouTuber合作業配的風潮。再加上近年來，在結合各式影像技術後「虛擬YouTuber」（Virtual YouTuber, VTuber）也跟著興起，並成為新興的行銷方式。因此，本研究主要在探討比較YouTuber的「虛擬vs.真實」呈現是否會對消費者所感知的代言人可信度造成影響，進而再影響廣告效果，並進一步檢視消費者參與在其中扮演的角色。研究方法採用問卷調查法，透過網路問卷形式，針對548位有使用過YouTube的一般消費者進行採樣。研究結果發現，YouTuber的「虛擬vs.真實」呈現對代言人可信度中的可靠性及吸引力的影響有顯著差異，且這兩個構面在真實或虛擬呈現的YouTuber對廣告效果的影響上具有中介效果。此外，消費者參與在YouTuber的「虛擬vs.真實」呈現、經由代言人可信度中可靠性及吸引力對廣告效果的影響上具有調節效果。本研究學術上的貢獻在於建構消費者在接觸YouTuber業配影片時的行為模型，來協助解釋消費者在此類情境下的決策過程。實務上則提供品牌或企業在YouTube上選擇合作對象時，對於影音廣告視覺呈現及代言人可信度之參考建議。;Nowadays, with the diversification of media and changes in consumer behavior, video marketing has gradually attracted the attention of the industry. And YouTube plays an important role in video marketing, the cooperation between enterprise and YouTuber become a new trend in marketing. Furthermore, after combining all kinds of imaging technologies, "Virtual YouTuber" has also emerged, and has become a popular emerging marketing method. So, the purposes of this study are to explore the effect of YouTuber′s "virtual vs. real" image on perceived spokesperson’s credibility which in turn affects advertising outcome. The role of consumer engagement in the process is also exmianed. An online survey was conducted with convenience sampling. Data was collected from 548 consumers who were YouTube users. The results indicated that YouTuber′s "virtual vs. real" image had significant influences on spokesperson′s trustworthiness and attractiveness, and these two factors mediated the effect of YouTuber′s "virtual vs. real" image on advertising outcomes. Furthermore, the results showed that consumer engagement moderated the above-mentioned indirect effects. In conclusion, the academic contribution of this study lies in constructing a consumer behavior model that helps explain consumer’s decision-making process on YouTuber. Practically, the study provides strategic suggestions for brands and corporates to collaborate with YouTubers for marketing communication.
