摘要：人工智能、机器学习算法等技术的进步使虚拟影响者越来越普遍，但在地位消费中消费者更青睐虚拟影响者代言还是真人明星代言仍知之甚少。本研究基于解释水平理论、叙事传输理论，通过1项预实验和3项正式实验，探究了代言人类型对地位消费行为的影响及其内在机制、作用边界。结果表明，相比虚拟影响者代言，真人明星代言更能提升消费者的地位消费行为；叙事传输起到中介作用，即真人明星(vs.虚拟影响者)更能激发消费者的叙事传输状态，进而使其更愿意进行地位消费；产品类型(流行款vs.经典款)的调节效应显著，即当地位产品为流行款时，虚拟影响者代言会显著增强叙事传输，而当地位产品为经典款时，真人明星代言能带来更强的叙事传输，进而增强地位消费。本研究为奢侈品等地位品牌提供了代言人选择启示，并丰富了虚拟影响者及地位消费的文献。

Abstract: Advances in technologies such as artificial intelligence and machine learning algorithms have made virtual influencers more and more common.However, in status consumption, whether consumers prefer endorsements by virtual influencers or celebrities is still poorly understood.Based on construal level theory and narrative transportation theory, this study investigates the impact of endorser type on status consumption as well as its underlying mechanisms and boundary conditions through one pilot experiment and three formal experiments.The results show that compared to endorsements by virtual influencers, endorsements by celebrities can significantly improve consumers' status consumption behavior.Narrative transportation plays a mediating role, i.e., celebrities(vs.virtual influencers) are more able to stimulate consumers' state of narrative transportation, which in turn makes them more willing to engage in status consumption.The moderating effect of product type(popular vs.classic) is significant, i.e., when the status product is popular, the endorsement by virtual influencers significantly enhances narrative transportation, while when the status product is classic, the endorsement by celebrities leads to stronger narrative transportation, which in turn enhances status consumption.This study provides implications for endorser selection for status brands such as luxury goods, and enriches the literature on virtual influencers and status consumption.