随着品牌消费时代的到来,通过改善消费者的品牌体验来提升品牌资产成为企业面临的一项具有挑战性的工作。为此，代言人策略在企业中受到广泛应用。然而，近年来，采用现实生活中的真人明星为品牌代言常常会给企业带来意想不到的风险，很多企业开始在广告促销中采用虚拟代言人。因此，如何通过品牌虚拟代言人提升消费者的品牌体验成为了学术界和企业界关注的一个焦点。基于调节定向理论，本研究将探讨虚拟代言人、消费者调节定向与品牌体验之间的关系，揭示虚拟代言人对消费者品牌体验的影响机制。同时，还将考察消费者的个体差异（认知需求、感知风险）和广告中的其它信息 （广告信息框架、虚拟代言人的姿势）在虚拟代言人特征与消费者的品牌体验之间关系的调节作用。研究结论将对企业有效选择和设计虚拟代言人、提高消费者品牌体验提供有益帮助。

With the advent of the era of brand consumption, promoting consumers' brand experience is a challenging task, the spokesperson has been used to enhance brand image frequently. However, a celebrity endorsement may bring about unexpected risks, many businesses have turned to spokes-characters for advertising promotions. Therefore, how to promote brand experience through spokes-characters has become a focus of academic and the business community. Our study, drawing from the regulatory focus theory, intends to investigate the relationships between the spokes-characters, consumers’ regulatory focus and brand experience. This research also highlights that the individual difference of consumers (e.g. need for cognition and perceived risk) and the other information in the advertisement (e.g. message framework and the pose of spokes-characters) are important considerations in examining the effects of spokes-characters. The research contributes to both spokes-characters research and regulatory focus theory in marketing. The research conclusions would supply firms with suggestions on how to select or design appropriate spokes-characters and hence increase consumers' brand experience.