基于“伦勃朗光效”的电商产品3D展示模型对用户感知价值的影响研究

A Study on the Impact of E-Commerce Product 3D Display Models Based on “Rembrandt Lighting Effect” on User Perceived Value

摘要: 随着电子商务视觉竞争进入三维时代，如何在虚拟空间中构建产品展示的视觉真实感与艺术感染力成为关键。本文旨在从艺术理论视角出发，创新性地将绘画艺术中的“伦勃朗光效”引入电商3D产品展示领域，旨在探究其对用户感知价值的影响机制。本文系统解构了伦勃朗光效，并深度融合设计心理学与消费者行为学理论，演绎出其通过强化产品真实感、营造审美戏剧性与赋能品牌符号价值三条核心路径，分别提升用户功利价值、享乐价值与社会价值感知的内在逻辑。本研究为电商视觉营销从“信息传递”到“价值沟通”的升维提供了源自艺术史的理论支撑与策略启示。

Abstract: With the visual competition in e-commerce entering the three-dimensional era, how to construct visual realism and artistic appeal in product displays within virtual spaces has become a critical issue. From the perspective of art theory, this paper innovatively introduces the “Rembrandt lighting effect” from painting art into the field of 3D e-commerce product presentation, aiming to explore its impact mechanism on users’ perceived value. By systematically deconstructing the Rembrandt lighting effect and deeply integrating theories from design psychology and consumer behavior, this study elucidates the underlying logic through which it enhances users’ utilitarian value, hedonic value, and social value perception via three core pathways: reinforcing product authenticity, creating aesthetic drama, and empowering brand symbolic value. This research provides theoretical support rooted in art history and strategic insights for the evolution of e-commerce visual marketing from “information delivery” to “value communication”.