面孔情绪表达对在线消费者购买意愿营销策略中的影响研究
The Influence Study of Facial Emotional Expressions on Online Consumer Purchase Intentions in Marketing Strategies
摘要: 本文深入探讨了面孔情绪表达在电子商务视觉营销中的应用及其对消费者购买意愿的影响。通过系统地分析现有文献，本文揭示了面孔情绪表达与消费者购买意愿之间的关系，并评估了情绪面孔在电子商务视觉营销中的有效性。研究发现，积极的情绪面孔通常与更高的购买意愿相关联，而消极情绪面孔的影响则更为复杂，取决于产品类型和消费者个体差异。此外，本文还深入分析了文化差异、面孔特征与产品匹配度等因素对面孔情绪表达效果的影响，基于面孔情绪和营销策略模型给未来研究方向提供了一定的策略，包括面孔情绪表达的跨文化研究和个性化营销策略的开发，旨在为电子商务的视觉营销实践提供指导和启示。
Abstract: This article delves into the application of facial emotional expressions in e-commerce visual marketing and their impact on consumer purchase intentions. By systematically analyzing existing literature, this paper reveals the relationship between facial emotional expressions and consumer purchase intentions, and assesses the effectiveness of emotional faces in e-commerce visual marketing. The study finds that positive emotional faces are generally associated with higher purchase intentions, while the impact of negative emotional faces is more complex, depending on product types and individual consumer differences. Furthermore, this paper deeply analyzes the influence of factors, such as cultural differences, facial features, and product matching on the effectiveness of facial emotional expressions, and proposes future research directions, including cross-cultural studies of facial emotional expressions and the development of personalized marketing strategies, aiming to provide guidance and insights for visual marketing practices in e-commerce.
文章引用：许露婷. 面孔情绪表达对在线消费者购买意愿营销策略中的影响研究[J]. 电子商务评论, 2025, 14(1): 3435-3441. https://doi.org/10.12677/ecl.2025.141428

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