近年来国潮汹涌，方兴未艾。国潮品牌管理者战略性利用代言人来推广国潮品牌，这是一种物超所值的国潮品牌推广策略。那么国潮品牌应如何选择恰当的代言人呢?本研究通过构建整合的理论框架，探究国潮品牌虚拟代言人类型与能动-公共导向对消费者购买意愿的影响及其中介机制，论证专家型和迷人型两种不同的虚拟代言人如何与不同的能动-公共导向相匹配，并通过自我-品牌联结对消费者的购买意愿产生影响。实验1通过3个实验测量被试的特质性能动-公共导向，操纵情境性能动-公共导向，结果表明专家型虚拟代言人更有助于提高能动型消费者的购买意愿，迷人型虚拟代言人更有助于提高公共型消费者的购买意愿。实验2的结果再次验证了虚拟代言人类型和能动-公共导向的交互作用，并且验证了自我-品牌联结的中介作用，构建了完整的内部机制模型。实验3通过模拟情景实验，排除其他解释机制，进一步提高了研究结论的稳健性。本研究的结论丰富和拓展了虚拟代言人、能动-公共导向与消费者决策相关领域的文献，对企业有针对性地设计、塑造国潮品牌虚拟代言人具有重要的指导价值。

In recent years, the trend of China-chic has been surging and growing. Strategic utilization of spokespersons by China-chic brand managers to promote their brands is a cost-effective marketing strategy. But how should China-chic brands choose the right spokespersons? This article constructs an integrated theoretical framework to explore the virtual spokesperson type and agency-communion orientation consumers on consumer purchase intention and mediation mechanism, proves that two different virtual spokesperson types (expert and attractive) and match with the different agency-communion orientations, and through the self-brand connection they impact on consumer purchase intention. Study 1 manipulates the agency-communion orientation in different ways, and measures participants’ agency-communion orientation using an existing scale. The results of study 1 show that an expert (attractive) virtual spokesperson should enhance consumer purchase intention among agency (communion) -oriented consumers. The results of Study 2 again verified the interaction between virtual spokesmen types and agency-communion orientations, verified the mediating role of self-brand connection, and constructed a complete internal mechanism model. The results of Study 3 showed that the robustness of the results was further improved by eliminating other explanatory mechanisms through simulated scenario experiments. This research contributes to the spokesperson literature as well as agency-communion orientation literature. What’s more, these findings provide a beacon for companies to choose their brands’ spokesperson.