隨著網際網路的進步，媒體生態逐漸個人化，提升了民眾主導性與參與感。虛擬角色只能透過媒體的傳播與大眾交流，然而當代新媒體產生了一些不具有敘事性質的角色，例如：數位遊戲的「馬力歐」（Mario），Line社群的「Line Friend」貼圖，虛擬歌手「Hatsune Miku」（初音未來）等；打破了以往對於角色的形象概念，以及大眾對角色的認知方式。本研究目的是探討虛擬角色的特質與媒體的連結關係。透過文獻探討分析角色定義的意涵、媒體形式與角色特質之關聯性，透過確立角色發展的3個時代。再推演出4個角色面向與6種類型與價值，根據類型選擇具有代表性之虛擬角色圖像，以及10個媒體特質問項作成量表。調查對象為347位國內大學生，並將資料透過ANOVA變異數分析與獨立T檢定進行驗證，其結果顯示出角色媒體特質的存在，並且類型上與不同族群的認知具有差異性，並做出以下結論：1.媒體特質是群體的協作關係。2.跨越媒體與時代的多元價值。3.智慧化是重要的核心精神。4.促使人們虛擬角色化。希望研究結果能作為未來相關角色創作與設計產業之參考。

With the advancement of the Internet, the media ecology has gradually become individualized, which
has enhanced the people's sense of dominance and participation. Virtual characters can only
communicate with the public under the media. However, the new media have change that appeared
some non-narrative characters. For example: "Mario" of digital games, "Line Friend" stickers of Line
community, the virtual idol "Hatsune Miku" (singer), etc.; those break the previous concept of the
character image and the public's way of cognition of characters. Therefore, this research is to explore
the connection between the feature of virtual characters and the media. Through literature discussion
and analysis of the meaning of role definitions, the relevance of media forms and characteristics,
through the establishment of three eras of virtual character development to summarize 4 traits
orientations and 6 types and values, and select images represented from types of characters and 10
media characteristics to develop a scale. The survey subjects were 347 domestic college students, and
the data verified by ANOVA analysis of variance and independent T-test. The results show the
existence of character media traits, as also the cognition is different from genre the and different
groups, following conclusions were made: 1. The media traits have been coming collaborative
relationship of community groups. 2. Able to diversified values of transmedia and age. 3. Intelligence is an important core spirit. 4. people will be gradually virtualization themselves. It is hoped that the
research results can be used as a reference for future related character creation and design industry.