“胖脸效应”对电子商务用户视觉体验与购买决策的影响

The Impact of the “Fat Face Effect” on the Visual Experience and Purchasing Decisions of E-Commerce Users

摘要: 文章探讨了“胖脸效应”在电子商务中对用户视觉体验与购买决策的影响。其定义为个体因主观喜好将喜爱的面孔知觉得更大、更胖。在电子商务领域，这种效应主要体现在喜爱的代言人面孔能吸引消费者注意并引发情感转移，使消费者对产品产生好感，进而影响购买决策。品牌可利用此效应，选择具支配性特征的代言人、优化视觉营销策略、采用情感营销和个性化推荐等方式，提升消费者的购买意愿与品牌忠诚度。同时，胖脸效应通过情感迁移、社会认同、认知优化三条路径在购买决策中发挥作用。最后，文章强调电商平台运用胖脸效应时需注意伦理边界，并对未来研究方向如AR/VR购物环境中表现等进行展望。

Abstract: This article delves into the “fat face effect” and its impact on user visual experience and purchasing decisions in e-commerce. The “fat face effect” refers to the tendency of individuals to perceive faces they find attractive as larger and fatter due to subjective preferences. In the e-commerce realm, this effect manifests when consumers are drawn to appealing endorser faces, which triggers emotional transfer, fostering positive feelings toward products and influencing purchasing decisions. Brands can leverage this effect by selecting endorsers with dominant traits, refining visual marketing strategies, and employing emotional marketing and personalized recommendations to enhance consumers’ purchase intentions and brand loyalty. Moreover, the “fat face effect” influences purchasing decisions through three pathways: emotional transfer, social identification, and cognitive optimization. The article also emphasizes the need for e-commerce platforms to adhere to ethical boundaries when utilizing the “fat face effect” and proposes future research directions, such as exploring its role in AR/VR shopping environments.