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題名 虛擬網紅真實性對品牌信任與認同之影響—以 Panasonic Pana 為例
The Impact of Virtual Influencers’ Authenticity on Brand Trust and Identification: Taking Panasonic Pana as an Example
作者 陳靖文
Chen, Ching-Wen
貢獻者 白佩玉
Pai, Pei-Yu
陳靖文
Chen, Ching-Wen
關鍵詞 虛擬網紅
感知真實性
品牌信任
品牌認同
品牌導向角色
虛擬代言人
Virtual influencers
Perceived authenticity
Brand trust
Brand identification
Brand-oriented persona
Virtual endorsers
日期 2025
上傳時間 1-Sep-2025 15:12:40 (UTC+8)
摘要 隨著人工智慧、擴增實境與 3D 建模技術的發展，虛擬網紅（Virtual Influencers）正快速改變品牌與消費者的互動方式。這些由演算法驅動、具固定人設的數位角色，因其高度可控性與敘事一致性，已成為企業傳遞品牌價值的利器。根據 VirtualHumans（2023）統計，全球活躍虛擬網紅已逾 250 位，其中如 Lil Miquela、Imma、Ayayi 等更與 Gucci、Prada、SK-II 等國際品牌合作，展現強大市場影響力。然而，這類角色的虛構本質亦引發關鍵問題：在缺乏實體存在的情況下，虛擬網紅如何透過感知真實性建構消費者信任，進而影響品牌認同？ 有鑑於現有研究多聚焦於虛擬網紅的說服力與購買意圖，較少關注「感知真實性如何產生與轉化」的質性理解，亦缺乏從使用者角度探討其心理建構歷程的深入研究。為回應此一缺口，本研究以 Panasonic Beauty 於 2024 年推出的品牌導向虛擬網紅「Pana」為個案，採用質性訪談法，深入訪談九位社群使用者，探討其如何透過角色語氣、風格與互動經驗感知虛擬角色的真實性，並進一步分析該歷程對品牌信任與認同的影響。研究結合理論基礎，包括 Duffek et al. 提出的真實性五構面理論模型與 Koles et al. 的 Entity‑Referent Correspondence (ERC) 理論模型，建構出「感知真實性—品牌信任轉移—品牌認同生成」的三階段轉化歷程。 研究結果指出，虛擬角色的真實性感不在於其是否擬真如人，而在於其語氣是否自然、人格是否穩定，並能否與使用者價值觀產生投射與連結。當虛擬角色展現出一致的敘事邏輯與文化意涵時，使用者更傾向將其視為可信對象，進而延伸為對品牌的情感認同與信任基礎；反之，若角色展現出過度商業化、語氣不一致或缺乏敘事延續性，將迅速導致信任崩解，進而反噬品牌形象。 本研究不僅補足虛擬角色心理建構歷程中「感知真實性」轉化機制的學術理解，也提出品牌應以「擬人真誠性」與「敘事一致性」為核心，賦予虛擬角色穩定的語氣風格與文化脈絡，使其從單向傳遞訊息的代言者，轉化為可與消費者建立長期信任與認同的品牌文化代理人。此一洞見對品牌角色策略的實務操作提供具體方向，亦為虛擬影響力經濟的永續發展奠定基礎。
With the advancement of artificial intelligence, augmented reality, and 3D modeling technologies, virtual influencers are reshaping how brands communicate with consumers. These algorithm-driven digital personas, with fixed identities and narrative consistency, have become strategic tools for brand storytelling. According to VirtualHumans (2023), over 250 virtual influencers are active worldwide. High-profile figures such as Lil Miquela, Imma, and Ayayi have collaborated with brands like Gucci, Prada, and SK-II, demonstrating strong market appeal. However, their fictional nature raises a critical question: how do consumers develop trust and identification toward a non-human figure perceived as “real”? While prior research often emphasizes persuasion and purchase intention, fewer studies explore how perceived authenticity is formed and transferred, especially from a qualitative, user-centered perspective. To address this gap, this study examines “Pana,” a brand-oriented virtual influencer launched by Panasonic Beauty in 2024. Using in-depth interviews with nine social media users, it investigates how tone, style, and interaction contribute to perceived authenticity and influence brand trust and identification. The analysis integrates Duffek et al.’s five-dimensional authenticity model and Koles et al.’s Entity-Referent Correspondence (ERC) model, constructing a three-stage process: perceived authenticity → brand trust → brand identification. Findings reveal that perceived authenticity does not rely on visual realism, but on natural tone, stable personality, and emotional resonance. When virtual influencers maintain consistent narrative logic and cultural meaning, they are more likely to be viewed as trustworthy figures, thereby enhancing emotional connections with the brand. Conversely, excessive commercialization or narrative inconsistency can erode trust and harm brand image. This study contributes to the understanding of how consumers construct meaning around virtual personas and provides actionable insights for brands designing virtual spokespersons. It argues that only through narrative consistency and human-like sincerity can virtual influencers evolve into brand cultural agents, capable of fostering long-term trust and identification.
參考文獻 一、中文文獻 ELLE 編輯部。（2024年3月28日）。Panasonic Beauty 推出全新代言人「美の探索長」Pana 帕娜。ELLE Taiwan。取自 https://www.elle.com/tw/beauty/news/a63232111/panasonic-beauty-pana/ Panasonic 台灣官網。（2024）。美學院專區介紹。取自 https://www.panasonic.com/tw/consumer/beauty/hair-styler-learn/article/panasonic-beauty-academy.html Pana（Panasonic 虛擬代言人）Instagram 官方帳號。（2024）。取自 https://www.instagram.com/panasonic_beauty_tw/ imma 官方 Instagram 帳號。取自 https://www.instagram.com/imma.gram/ Lil Miquela 官方 Instagram 帳號。（2024）。取自 https://www.instagram.com/lilmiquela/ 二、英文文獻 Angmo, P., Mahajan, R., & da Silva Oliveira, A. B. (2024). Do they look human? Review on virtual influencers. Management Review Quarterly. Advance online publication. https://doi.org/10.1007/s11301-024-00438-9 Bhattacharya, C. B., & Sen, S. (2003). Consumer–company identification: A framework for understanding consumers’ relationships with companies. Journal of Marketing, 67(2): 76–88. Duffek, B., Eisingerich, A. B., Merlo, O., & Lee, G. (2025). Authenticity in influencer marketing: How can influencers and brands work together to build and maintain influencer authenticity?. Journal of Marketing, Advance online publication. https://doi.org/10.1177/00222429251319786 Escalas, J. E. (2004). Narrative processing: Building consumer connections to brands. Journal of Consumer Psychology, 14(1-2): 168-180. Escalas, J. E., & Bettman, J. R. (2005). Self-construal, reference groups, and brand meaning. Journal of Consumer Research, 32(3): 378-389. Evans, N. J., Phua, J., Lim, J., & Jun, H. (2017). Disclosing Instagram influencer advertising: The effects of disclosure language on advertising recognition, attitudes, and behavioral intent. Journal of Interactive Advertising, 17(2): 138-149. Fisher, W. R. (1984). Narration as a human communication paradigm: The case of public moral argument. Communications Monographs, 51(1): 1-22. Hovland, C., Janis, I., & Kelley, H. (1953). Communication and persuasion. New Haven, GT: Yale University Press. Horton, D., & Richard Wohl, R. (1956). Mass communication and para-social interaction: Observations on intimacy at a distance. Psychiatry, 19(3): 215-229. Jayasingh, S., Sivakumar, A., & Vanathaiyan, A. A. (2025). Artificial intelligence influencers’ credibility effect on consumer engagement and purchase intention. Journal of Theoretical and Applied Electronic Commerce Research, 20(1), Article 17. Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1): 1-22. Kim, E., Kim, D., E, Z., & Shoenberger, H. (2023). The next hype in social media advertising: Examining virtual influencers’ brand endorsement effectiveness. Frontiers in Psychology, 14, 1089051. Koles, B., Audrezet, A., Moulard, J. G., Ameen, N., & McKenna, B. (2024). The authentic virtual influencer: Authenticity manifestations in the metaverse. Journal of Business Research, 170, 114325. Kim, I., Ki, C. W., Lee, H., & Kim, Y. K. (2024). Virtual influencer marketing: Evaluating the influence of virtual influencers’ form realism and behavioral realism on consumer ambivalence and marketing performance. Journal of Business Research, 176, 114611. Kim, E., Shoenberger, H., Kim, D., Thorson, E., & Zihang, E. (2025). Novelty vs. trust in virtual influencers: exploring the effectiveness of human-like virtual influencers and anime-like virtual influencers. International Journal of Advertising, 44(3): 453-483. Lee, K. M. (2004). Presence, explicated. Communication Theory, 14(1): 27-50. Lou, C., & Kim, H. K. (2019). Fancying the new rich and famous? Explicating the roles of influencer content, credibility, and parental mediation in adolescents’ parasocial relationship, materialism, and purchase intentions. Frontiers in Psychology, 10, 2567. Lou, C., Kiew, S. T. J., Chen, T., Lee, T. Y. M., Ong, J. E. C., & Phua, Z. (2023). Authentically fake? How consumers respond to the influence of virtual influencers. Journal of Advertising, 52(4): 540-557. McCracken, G. (1989). Who is the celebrity endorser? Cultural foundations of the endorsement process. Journal of Consumer Research, 16(3): 310–321. Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3): 20–38. Muntinga, D. G., Moorman, M., & Smit, E. G. (2011). Introducing COBRAs: Exploring motivations for brand-related social media use. International Journal of Advertising, 30(1): 13-46. MacInnis, D. J., & Folkes, V. S. (2017). Humanizing brands: When brands seem to be like me, part of me, and in a relationship with me. Journal of Consumer Psychology, 27(3): 355-374. Mouritzen, S. L. T., Penttinen, V., & Pedersen, S. (2023). Virtual influencer marketing: The good, the bad and the unreal. European Journal of Marketing, 58(2): 410–440. Napoli, J., Dickinson, S. J., Beverland, M. B., & Farrelly, F. J. (2014). Measuring consumer-based brand authenticity. Journal of Business Research, 67(6): 1090–1098. Sundar, S. S. (2008). The MAIN model: A heuristic approach to understanding technology effects on credibility (pp. 73-100). Cambridge, MA: MacArthur Foundation Digital Media and Learning Initiative. Stever, G. S., & Lawson, K. (2013). Twitter as a way for celebrities to communicate with fans: Implications for the study of parasocial interaction. North American Journal of Psychology, 15(2): 339-354. Singaraju, S. P., Nguyen, Q. A., Niininen, O., & Sullivan-Mort, G. (2016). Social media and value co-creation in multi-stakeholder systems: A resource integration approach. Industrial Marketing Management, 54: 44-55. Shi, W. (2023). Virtual human influencer and its impact on consumer purchase intention. Advances in Economics, Management and Political Sciences, 47(1): 80-87. Shen, Z. (2024). Shall brands create their own virtual influencers? A comprehensive study of 33 virtual influencers on Instagram. Humanities and Social Sciences Communications, 11(1): 1-14. Si, Y. (2024). The Role of Virtual Influencers in Brand Image Management: A Case Study of the Fashion Industry. Advances in Economics and Management Research, 12(1): 309-309. Till, B. D., & Busler, M. (2000). The match-up hypothesis: Physical attractiveness, expertise, and the role of fit on brand attitude, purchase intent and brand beliefs. Journal of Advertising, 29(3): 1-13. Zheng, X., Miao, M., Zhang, L., & Huang, L. (2024). Standing out or fitting in? How perceived autonomy affects virtual influencer marketing outcomes. Journal of Business Research, 185, 114917. Zhou, X., Yan, X., & Jiang, Y. (2024). Making sense? The sensory-specific nature of virtual influencer effectiveness. Journal of Marketing, 88(4): 84-106.
描述 碩士
國立政治大學
企業管理研究所(MBA學位學程)
112363026
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0112363026
資料類型 thesis
dc.contributor.advisor 白佩玉zh_TW
dc.contributor.advisor Pai, Pei-Yuen_US
dc.contributor.author (Authors) 陳靖文zh_TW
dc.contributor.author (Authors) Chen, Ching-Wenen_US
dc.creator (作者) 陳靖文zh_TW
dc.creator (作者) Chen, Ching-Wenen_US
dc.date (日期) 2025en_US
dc.date.accessioned 1-Sep-2025 15:12:40 (UTC+8)-
dc.date.available 1-Sep-2025 15:12:40 (UTC+8)-
dc.date.issued (上傳時間) 1-Sep-2025 15:12:40 (UTC+8)-
dc.identifier (Other Identifiers) G0112363026en_US
dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/159118-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 企業管理研究所(MBA學位學程)zh_TW
dc.description (描述) 112363026zh_TW
dc.description.abstract (摘要) 隨著人工智慧、擴增實境與 3D 建模技術的發展，虛擬網紅（Virtual Influencers）正快速改變品牌與消費者的互動方式。這些由演算法驅動、具固定人設的數位角色，因其高度可控性與敘事一致性，已成為企業傳遞品牌價值的利器。根據 VirtualHumans（2023）統計，全球活躍虛擬網紅已逾 250 位，其中如 Lil Miquela、Imma、Ayayi 等更與 Gucci、Prada、SK-II 等國際品牌合作，展現強大市場影響力。然而，這類角色的虛構本質亦引發關鍵問題：在缺乏實體存在的情況下，虛擬網紅如何透過感知真實性建構消費者信任，進而影響品牌認同？ 有鑑於現有研究多聚焦於虛擬網紅的說服力與購買意圖，較少關注「感知真實性如何產生與轉化」的質性理解，亦缺乏從使用者角度探討其心理建構歷程的深入研究。為回應此一缺口，本研究以 Panasonic Beauty 於 2024 年推出的品牌導向虛擬網紅「Pana」為個案，採用質性訪談法，深入訪談九位社群使用者，探討其如何透過角色語氣、風格與互動經驗感知虛擬角色的真實性，並進一步分析該歷程對品牌信任與認同的影響。研究結合理論基礎，包括 Duffek et al. 提出的真實性五構面理論模型與 Koles et al. 的 Entity‑Referent Correspondence (ERC) 理論模型，建構出「感知真實性—品牌信任轉移—品牌認同生成」的三階段轉化歷程。 研究結果指出，虛擬角色的真實性感不在於其是否擬真如人，而在於其語氣是否自然、人格是否穩定，並能否與使用者價值觀產生投射與連結。當虛擬角色展現出一致的敘事邏輯與文化意涵時，使用者更傾向將其視為可信對象，進而延伸為對品牌的情感認同與信任基礎；反之，若角色展現出過度商業化、語氣不一致或缺乏敘事延續性，將迅速導致信任崩解，進而反噬品牌形象。 本研究不僅補足虛擬角色心理建構歷程中「感知真實性」轉化機制的學術理解，也提出品牌應以「擬人真誠性」與「敘事一致性」為核心，賦予虛擬角色穩定的語氣風格與文化脈絡，使其從單向傳遞訊息的代言者，轉化為可與消費者建立長期信任與認同的品牌文化代理人。此一洞見對品牌角色策略的實務操作提供具體方向，亦為虛擬影響力經濟的永續發展奠定基礎。zh_TW
dc.description.abstract (摘要) With the advancement of artificial intelligence, augmented reality, and 3D modeling technologies, virtual influencers are reshaping how brands communicate with consumers. These algorithm-driven digital personas, with fixed identities and narrative consistency, have become strategic tools for brand storytelling. According to VirtualHumans (2023), over 250 virtual influencers are active worldwide. High-profile figures such as Lil Miquela, Imma, and Ayayi have collaborated with brands like Gucci, Prada, and SK-II, demonstrating strong market appeal. However, their fictional nature raises a critical question: how do consumers develop trust and identification toward a non-human figure perceived as “real”? While prior research often emphasizes persuasion and purchase intention, fewer studies explore how perceived authenticity is formed and transferred, especially from a qualitative, user-centered perspective. To address this gap, this study examines “Pana,” a brand-oriented virtual influencer launched by Panasonic Beauty in 2024. Using in-depth interviews with nine social media users, it investigates how tone, style, and interaction contribute to perceived authenticity and influence brand trust and identification. The analysis integrates Duffek et al.’s five-dimensional authenticity model and Koles et al.’s Entity-Referent Correspondence (ERC) model, constructing a three-stage process: perceived authenticity → brand trust → brand identification. Findings reveal that perceived authenticity does not rely on visual realism, but on natural tone, stable personality, and emotional resonance. When virtual influencers maintain consistent narrative logic and cultural meaning, they are more likely to be viewed as trustworthy figures, thereby enhancing emotional connections with the brand. Conversely, excessive commercialization or narrative inconsistency can erode trust and harm brand image. This study contributes to the understanding of how consumers construct meaning around virtual personas and provides actionable insights for brands designing virtual spokespersons. It argues that only through narrative consistency and human-like sincerity can virtual influencers evolve into brand cultural agents, capable of fostering long-term trust and identification.en_US
dc.description.tableofcontents 摘要 I Abstract II 目次 III 第一章 緒論 1 第一節 研究背景與動機 1 第二節 研究目的與研究問題 3 第三節 研究範圍與對象 4 第四節 研究方法簡介 5 第二章 文獻回顧 7 第一節 虛擬網紅的興起與品牌應用趨勢 7 第二節 虛擬角色的感知真實性：從存在到感知的轉變 9 第三節 真實性五構面理論模型 10 第四節 Entity‑Referent Correspondence (ERC) 理論模型 12 第五節 感知真實性與品牌信任／認同的關聯 15 第三章 研究方法 18 第一節 研究設計概述 18 第二節 研究問題重述與邏輯對應 19 第三節 研究對象條件與樣本策略 20 第四節 資料蒐集與訪談設計 22 第五節 資料分析策略 25 第六節 研究倫理 26 第四章 資料分析與研究發現 27 第一節資料概述與分析邏輯 27 第二節 虛擬角色感知真實性的建構歷程 29 第三節 品牌信任與認同的建立與限制 36 第五章 結論與建議 48 第一節 主要研究發現 48 第二節 理論貢獻 51 第三節 實務建議 53 第四節 研究限制與未來研究方向 55 參考文獻 57zh_TW
dc.format.extent 53487551 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0112363026en_US
dc.subject (關鍵詞) 虛擬網紅zh_TW
dc.subject (關鍵詞) 感知真實性zh_TW
dc.subject (關鍵詞) 品牌信任zh_TW
dc.subject (關鍵詞) 品牌認同zh_TW
dc.subject (關鍵詞) 品牌導向角色zh_TW
dc.subject (關鍵詞) 虛擬代言人zh_TW
dc.subject (關鍵詞) Virtual influencersen_US
dc.subject (關鍵詞) Perceived authenticityen_US
dc.subject (關鍵詞) Brand trusten_US
dc.subject (關鍵詞) Brand identificationen_US
dc.subject (關鍵詞) Brand-oriented personaen_US
dc.subject (關鍵詞) Virtual endorsersen_US
dc.title (題名) 虛擬網紅真實性對品牌信任與認同之影響—以 Panasonic Pana 為例zh_TW
dc.title (題名) The Impact of Virtual Influencers’ Authenticity on Brand Trust and Identification: Taking Panasonic Pana as an Exampleen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 一、中文文獻 ELLE 編輯部。（2024年3月28日）。Panasonic Beauty 推出全新代言人「美の探索長」Pana 帕娜。ELLE Taiwan。取自 https://www.elle.com/tw/beauty/news/a63232111/panasonic-beauty-pana/ Panasonic 台灣官網。（2024）。美學院專區介紹。取自 https://www.panasonic.com/tw/consumer/beauty/hair-styler-learn/article/panasonic-beauty-academy.html Pana（Panasonic 虛擬代言人）Instagram 官方帳號。（2024）。取自 https://www.instagram.com/panasonic_beauty_tw/ imma 官方 Instagram 帳號。取自 https://www.instagram.com/imma.gram/ Lil Miquela 官方 Instagram 帳號。（2024）。取自 https://www.instagram.com/lilmiquela/ 二、英文文獻 Angmo, P., Mahajan, R., & da Silva Oliveira, A. B. (2024). Do they look human? Review on virtual influencers. Management Review Quarterly. Advance online publication. https://doi.org/10.1007/s11301-024-00438-9 Bhattacharya, C. B., & Sen, S. (2003). Consumer–company identification: A framework for understanding consumers’ relationships with companies. Journal of Marketing, 67(2): 76–88. Duffek, B., Eisingerich, A. B., Merlo, O., & Lee, G. 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