社交电商营销的视觉叙事商业转化逻辑研究

A Study on the Visual Narrative and Business Conversion Logic in Social E-Commerce Marketing

摘要: 移动互联网时代，社交电商消费逐渐由信息搜索驱动转向视觉内容驱动，本文以小红书平台中的“多巴胺穿搭”和“美拉德风格”为对象，探讨视觉叙事推动商业转化的机制。采用词频分析、情感分析与语义网络分析，对相关笔记和评论文本进行处理，并从色彩、情绪、审美、身份、实践和消费六个维度归纳语义结构。两类风格虽在色彩体系和情绪表达上不同，但均以高辨识度视觉吸引注意，通过情绪共鸣、审美认同、身份代入和教程化内容降低参与门槛，进而导向同款搜索、种草收藏与购买下单。视觉叙事的商业价值并非来自图像本身，而是来自视觉符号、情绪价值、社交扩散与平台机制的协同作用，体现了社交电商从功能消费向情绪消费和身份消费转变的趋势。

Abstract: In the mobile Internet era, social e-commerce consumption has gradually shifted from information-search-driven decision-making to visual-content-driven engagement. Taking “Dopamine Dressing” and “Maillard Style” on Xiaohongshu as research objects, this study explores the mechanism through which visual narratives promote commercial conversion. By applying word frequency analysis, sentiment analysis, and semantic network analysis, this study processes relevant notes and user comments, and summarizes their semantic structures from six dimensions: color, emotion, aesthetics, identity, practice, and consumption. Although the two styles differ in color systems and emotional expressions, both attract users’ attention through highly recognizable visual features, reduce the threshold for participation through emotional resonance, aesthetic identification, identity involvement, and tutorial-based content, and further guide users toward searching for the same items, saving product recommendations, and placing orders. The commercial value of visual narratives does not come from images themselves, but from the synergy among visual symbols, emotional value, social diffusion, and platform mechanisms. This reflects the transformation of social e-commerce from function-oriented consumption to emotional consumption and identity-oriented consumption.