主播面孔的熟悉度对消费者购买决策的影响

The Influence of Live Streamer Face Familiarity on Consumer Purchase Decisions

摘要: 直播电商中，主播面孔的频繁曝光与销售业绩紧密关联，但“脸熟”促进购买的心理机制尚未明晰。现有研究多聚焦于主播吸引力、专业性等静态特征，忽视了面孔作为整体刺激的动态加工过程。本文创新性地将心理学中的面孔整体加工理论引入直播电商研究，构建了一个“促进–干扰”双路径模型以揭示其内在机制。模型指出，高频次曝光形成的高面孔熟悉度，通过整体加工中的促进效应引发认知流畅性，可无意识地迁移为对主播的启发式信任，从而降低感知风险并促进购买；反之，当主播言行或产品信息与基于熟悉面孔建立的预期严重不符时，则会触发干扰效应，引发认知冲突与预期违背，导致信任迅速崩解与决策中止。本研究为理解主播影响力的“双刃剑”效应提供了统一的认知视角，并为直播电商实践中主播面孔资本的管理、平台算法的优化以及信任风险的防范提供了理论依据。未来研究可借助神经科学技术进一步实证检验双路径，并探索新技术形态下面孔信任的演变。

Abstract: In live-streaming e-commerce, the frequent exposure of hosts’ faces is closely linked to sales performance, yet the psychological mechanism by which “familiarity” drives purchases remains unclear. Existing research primarily focuses on static characteristics such as hosts’ attractiveness and professionalism, overlooking the dynamic processing of face as a holistic stimulus. This paper innovatively introduces the psychological theory of holistic face processing into live-streaming e-commerce research, constructing a dual-pathway model of facilitation-interference to reveal its underlying mechanisms. The model indicates that high familiarity from frequent exposure triggers cognitive fluency through a facilitation effect in holistic processing. This can unconsciously translate into heuristic trust in the host, thereby reducing perceived risk and promoting purchases. Conversely, when the host’s words or actions, or product information, severely deviate from expectations built on familiar faces, it triggers an interference effect. This induces cognitive conflict and expectation violation, leading to rapid trust collapse and decision abandonment. This study offers a unified cognitive framework for understanding the double-edged sword effect of influencer impact. It provides theoretical foundations for managing influencers’ face capital, optimizing platform algorithms, and mitigating trust risks in live-streaming e-commerce practices. Future research may leverage neuroscience technologies to empirically validate these dual pathways and explore the evolution of face-based trust under emerging technological formats.