摘要：企业往往不惜高昂的成本聘请明星作为代言人以提升品牌知名度、广告评价和产品销量等。近年来，一些企业创新地设计或聘请明星的虚拟形象作为广告代言人，以期获得良好的营销效果。基于良性冲突理论和恐怖谷理论，本研究通过3个实验，共收集586个样本以检验明星虚拟形象的代言模式对广告评价的影响机制及其边界条件。基于现实或虚拟场景，本研究采用不同类型的明星虚拟形象为不同品牌的产品代言，以增强研究结论的外部效度。主要的研究发现如下：实验1的结果显示，相较于独立代言，消费者对明星虚拟形象与真人同时代言的广告评价更积极。实验2发现，相较于独立代言，明星虚拟形象与真人同时代言的广告会产生更高的良性冲突感知，进而引发更积极的广告评价，良性冲突感知在上述影响中起到了中介作用。实验2还排除了冲突感知的竞争性解释机制。实验3的结果显示，明星虚拟形象的形式真实性在明星虚拟形象的代言模式对广告评价的影响中起到了调节作用。明星虚拟形象与真人同时代言（vs.独立代言）增强了消费者的良性冲突感知进而产生更积极的广告评价，这一效应只在明星虚拟形象的形式真实性较低的情境下成立，而在形式真实性较高的情境下并不成立。实验3还发现，在形式真实性较高的情境下，明星虚拟形象与真人同时代言（vs.独立代言）让消费者产生了更强的怪异感，进而对广告评价产生了消极影响。此外，实验3还排除了创新性感知的竞争性解释机制。本文的研究发现不仅完善和深化了虚拟代言人相关研究，还帮助明星虚拟形象的设计者和运营者更加了解明星虚拟形象如何被人们评价和感知，为企业制定更优的广告代言策略提供了参考建议。

Abstract: Companies often invest significant costs in hiring celebrities as endorsers to enhance brand awareness, advertisement evaluation, and product sales. In recent years, some companies have innovatively designed or hired celebrities' virtual images as advertising endorsers to achieve better marketing outcomes. Based on the benign violation theory and the uncanny valley theory, this study examines the impact mechanism and boundary conditions of celebrities' virtual images' endorsement model on advertisement evaluation through three experiments. The findings reveal that: first, the simultaneous endorsement by both celebrities' virtual images and real celebrities (vs. independent endorsement by virtual images alone) elicits more positive advertisement evaluations from consumers; second, benign violation perception mediates the above effect; third, the main effect is influenced by the boundary condition of form realism of celebrities' virtual images, where the main effect holds only when the virtual images are non-hyper-realistic. When the virtual images are hyper-realistic, simultaneous endorsement by both virtual images and real celebrities (vs. independent endorsement by virtual images alone) leads to more negative advertisement evaluations; fourth, when the virtual images are hyper-realistic, eeriness mediates the effect of the endorsement model on advertisement evaluation. The conclusions of this study not only contribute to refining and deepening research on virtual endorsers but also provide practical marketing recommendations for companies utilizing celebrities' virtual images.