电商产品主图美学质量对消费者感知价值与支付意愿的理论构思与研究提案

Theoretical Framework and Research Proposal on the Impact of the Aesthetic Quality of E-Commerce Product Main Images on Consumer Perceived Value and Willingness to Pay

摘要: 在数字经济与视觉消费深度融合的背景下，电商产品主图已成为影响消费者决策的核心视觉载体。本文立足理论研究视角，系统梳理电商产品主图美学质量、感知价值与支付意愿的相关理论，明确主图美学质量的构图、色彩、质感与创意四大核心维度，以及感知价值的功能、情感、社会三维度构成。通过理论推演构建“主图美学质量→感知价值(功能/情感/社会)→支付意愿”的链式作用机制分析框架，深入探讨各核心概念的内涵界定与维度特征，剖析现有研究在实证支撑、文献积累、变量测量等方面的局限，最终提出未来实证研究与理论深化的具体方向，为电商企业视觉营销实践提供理论参考，也为后续相关实证研究奠定基础。

Abstract: In the context of the deep integration of digital economy and visual consumption, the main image of an e-commerce product has become the core visual element that influences consumer decision-making. This paper, from a theoretical research perspective, systematically reviews the relevant theories on the aesthetic quality of e-commerce product main images, perceived value, and willingness to pay. It clarifies the four core dimensions of the aesthetic quality of main images: composition, color, texture, and creativity, as well as the three dimensions of perceived value: function, emotion, and social aspects. Through theoretical deduction, a chain-like analysis framework of “main image aesthetic quality → perceived value (function/emotion/social) → willingness to pay” is constructed to deeply explore the connotation definition and dimension characteristics of each core concept and analyze the limitations of existing research in terms of empirical support, literature accumulation, and variable measurement. Finally, specific directions for future empirical research and theoretical deepening are proposed, providing theoretical references for e-commerce enterprises’ visual marketing practices and laying the foundation for subsequent related empirical studies.