面孔特征在电子商务视觉营销策略中的影响  

The Influence of Facial Features in Visual Marketing Strategies for E-Commerce

作　　者：李恩思 

机构地区：[1]浙江理工大学理学院心理系,浙江 杭州

出　　处：《电子商务评论》2024年第4期2717-2723,共7页E-Commerce Letters

摘　　要：随着互联网技术的发展,电子商务已成为现代社会不可或缺的消费模式,其影响力渗透到日常生活的方方面面。在这一背景下,视觉营销作为电子商务领域的核心策略之一,其重要性愈发显著。本文旨在通过文献综述,剖析面孔特征在电子商务视觉营销中的作用,基于消费者决策模型理论和社会关系模型探讨其如何微妙地影响消费者的购买决策。同时,本文还梳理了当前电子商务企业如何利用这些面孔特征构建有效的视觉营销策略,为业界提供有价值的参考。With the development of Internet technology, e-commerce has become an indispensable consumption model in modern society, infiltrating every aspect of daily life. Against this backdrop, visual marketing, as one of the core strategies in the e-commerce sector, has become increasingly significant. This article aims to analyze the role of facial features in visual marketing for e-commerce through a literature review, exploring how they subtly influence consumer purchasing decisions based on consumer decision-making models and social relationship models. Furthermore, the article will summarize how current e-commerce enterprises utilize these facial features to construct effective visual marketing strategies, providing valuable insights for the industry.

关 键 词：视觉营销策略 面孔特征 消费者购买决策 

分 类 号：TP3[自动化与计算机技术—计算机科学与技术]