基于拟剧理论与准社会互动理论，采用扎根理论方法，对消费者与营销从业者访谈、媒体报道、行业报告及网络社群文章等多源质性数据进行编码，探讨自建型与合作型虚拟影响者品牌代言的比较性优势。研究发现：企业行为层面，自建型在虚拟人设计与营销输出自主性等方面具备优势，合作型则在人物设计成本与营销输出效率等方面更具优势；消费者认知与情感层面，两者各有侧重，如自建型有助于突出品牌-人物关联性和匹配性，而合作型更易吸引消费者注意、增加产品情感价值；代言效果层面，自建型侧重品牌记忆、认同与忠诚等长期效果，而合作型侧重即时互动与冲动消费等短期效果。

Based on dramaturgy theory and parasocial interaction theory, this study adopts a grounded theory approach and codes multi-source qualitative data, including interviews with consumers and marketing practitioners, media reports, industry reports, and online community articles, to compare the advantages of self-created versus collaborative virtual influencers in brand endorsement. At the corporate level, the self-created approach offers advantages in such aspects as virtual character design and autonomy in marketing output, whereas the collaborative approach has advantages in such aspects as character design cost and marketing output efficiency. At the consumer cognitive and affective level, the two types have different emphases: the self-created approach helps highlight brand-character relevance and fit, whereas the collaborative approach is more effective at capturing consumer attention and increasing the emotional value of products. At the endorsement effectiveness level, the self-created approach focuses on long-term outcomes such as brand memory, identification, and loyalty, whereas the collaborative approach focuses on short-term outcomes such as immediate interaction and impulsive consumption.