基于语言预期理论、心理意象理论和双系统加工理论，探讨虚拟影响者身份类型与品牌故事类型的匹配效应对消费者购买意愿的影响。通过3个实验研究发现：虚拟影响者身份类型与品牌故事类型的匹配有助于提升消费者购买意愿，其中自创型虚拟影响者叙述事实性品牌故事、合作型虚拟影响者叙述虚构性品牌故事对消费者购买意愿有显著影响；心理意象流畅性中介虚拟影响者身份类型与品牌故事类型的匹配效应；消费者思维模式为上述路径的边界条件，即消费者的理性或感性思维能够强化虚拟影响者身份类型与品牌故事类型匹配过程中的“分化效应”。

Based on language expectancy theory, mental imagery theory, and dual-process theory, this study explores the impact of the matching effect between virtual influencer identity types and brand story types on consumers’ purchase intention. The findings of three experimental studies reveal that: the matching between virtual influencer identity types and brand story types helps to enhance consumers’ purchase intention, and the combinations of self-created virtual influencers with factual brand stories and collaborative virtual influencers with fictional brand stories have a significant effect on consumers’ purchase intention; mental imagery fluency mediates the matching effect between virtual influencer identity types and brand story types; consumers’ thinking styles serve as boundary conditions for the aforementioned pathways; specifically, consumers’ rational or emotional thinking can amplify the “differentiating effect” in the process of matching virtual influencer identity types with brand story types.