本研究旨在探討消費者與虛擬網紅之自我一致性對消費者願付價格的影響及其作用機制。本研究透過網路問卷調查，收集美國消費者對虛擬網紅代言遊戲產品的看法，共獲得177份有效樣本。研究結果顯示，消費者與虛擬網紅的自我一致性會透過消費者對網紅的熟悉度產生調節作用，進而提升消費者對虛擬網紅的好感；此外，消費者對虛擬網紅的好感則會受到消費者對網紅意見信賴程度的調節，進一步影響消費者對代言產品的願付價格。

This study explores the relationship between self-AI influencer congruity and consumers’ willingness to pay. By conducting a questionnaire to evaluate an AI influencer’s promotional activity for an online game, 177 responses were collected from participants in the United States. The results indicate that self-AI influencer congruity positively influences consumers' attitudes toward the influencer, mediated by their familiarity with AI influencers. Furthermore, consumers' attitudes toward the influencer positively affect their willingness to pay, mediated by their acceptance of the AI influencer's opinions.
This research aims to deepen the understanding of how individuals interact with virtual characters, uncovering the ways in which virtual characters can influence consumer behavior. These insights can further assist companies in strategically developing intellectual properties (IP) tied to virtual characters.

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