3DGS技术在电商视觉营销中的应用研究：路径、效益与策略

Research on the Application of 3D Gaussian Splatting (3DGS) in E-Commerce Visual Marketing: Pathways, Benefits, and Strategies

摘要: 当前，电子商务行业正面临日益加剧的市场竞争与消费者体验需求升级的双重挑战。传统基于二维静态图像的商品展示方式，在呈现商品细节质感、空间结构及真实使用场景方面存在局限，可能引发用户认知偏差、延长决策周期、抑制转化效率，并推高因预期落差导致的退货率。在此背景下，三维高斯泼溅技术凭借其在视觉保真度、实时交互能力与内容生产效率上的综合优势，展现出重塑电商视觉体验的潜力。本研究融合技术特性、行业实践与用户行为逻辑，系统梳理了三维高斯泼溅在电商场景中的应用路径与商业价值。研究表明，三维高斯泼溅通过支持用户主导的多角度探索、高保真材质还原及AR环境预览，有效缩小线上展示与线下体验之间的感知差距，增强了用户的决策确定性与对品牌的信任感。尽管其规模化落地仍需应对技术实现与体验设计协同的挑战，但企业可通过聚焦高客单价、高退货风险及强体验依赖的核心品类，借助主流电商平台与成熟服务生态高效开展试点，逐步构建可复制、可扩展的实施路径。

Abstract: The e-commerce industry is currently facing a dual challenge: increasingly fierce market competition and escalating demands for enhanced consumer experience. Traditional product presentation, which relies on two-dimensional static images, is limited in its ability to convey product detail, texture, spatial structure, and realistic usage scenarios. This limitation can lead to user cognitive dissonance, prolonged decision-making cycles, inhibited conversion rates, and increased return rates stemming from unmet expectations. Against this backdrop, 3D Gaussian Splatting (3DGS) technology demonstrates the potential to reshape the e-commerce visual experience, thanks to its comprehensive advantages in visual fidelity, real-time interactivity, and content production efficiency. This study systematically reviews the application pathways and commercial value of 3D Gaussian Splatting in e-commerce, integrating technological features, industry practices, and user behavior logic. The research indicates that 3D Gaussian Splatting effectively narrows the perception gap between online presentation and offline experience by supporting user-driven multi-angle exploration, high-fidelity material reproduction, and AR environment preview. This, in turn, enhances users’ decision certainty and trust in the brand. While its large-scale deployment still requires addressing the challenges of coordinating technology implementation with experience design, enterprises can strategically focus on core categories characterized by high average transaction values, high return risks, and strong experience dependency. By leveraging mainstream e-commerce platforms and mature service ecosystems, they can efficiently conduct pilot programs and gradually build a reproducible and scalable implementation path.