商家匿名性对用户消费吸引力影响的探究：面部遮挡与用户信任的关系

An Exploration of the Merchant Anonymity Impact on Consumer Attractiveness: Relationship between Facial Occlusion and User Trust

摘要: 随着互联网的蓬勃兴起，电子商务已成为现代生活不可或缺的一部分，但其匿名性特征在赋予便捷之余，也对消费吸引力及用户信任构成了显著挑战。本研究着重探索了在电子商务环境中，商家面部遮挡与用户信任、进而与消费吸引力之间的紧密联系。通过投资实验探究使用不同遮挡程度的真实面部头像对其可信度的影响，发现用户对上半脸和全脸的信任行为基本一致，但只显示下半脸会降低用户的信任行为。基于这些发现，本文提出了一系列策略建议，旨在增强用户信任，提升消费吸引力，推动电子商务的稳健发展。

Abstract: With the development of the internet, e-commerce has become an indispensable part of modern life. However, while its anonymity feature brings convenience, it also poses significant challenges to consumer attraction and user trust. This study focuses on exploring the close relationship between merchants’ facial occlusion, user trust, and subsequently, consumer attraction in the e-commerce environment. Through the investment experiment, we analyzed the influence of real face avatars with different occlusion degrees on their trust worthiness, and found that the trust behavior of users on the top half face and the whole face is basically the same, but only the bottom half face will reduce the trust behavior of users. Based on these findings, the paper proposes a series of strategic suggestions aimed at enhancing user trust, boosting consumer attraction, and promoting the steady development of e-commerce.