商家自我呈现能够增强顾客的感知信任吗?——基于模特图片呈现特征的研究

Can Self Presentation Enhance Customers'Perceived Trust?Research on the Presentation Characteristics of Model Pictures

在商家与顾客信息交互过程中,模特图片呈现特征对于顾客感知信任的影响。研究表明:模特的图片呈现(有无真人模特、模特的肤色、模特的体型)正向影响顾客的感知信任,并且感知相似性在模特图片呈现特征对顾客感知信任的影响中起到部分中介作用;网购平台的可信度和互动性、顾客的心理模拟以及信任倾向正向调节模特图片呈现对感知信任的影响,且均正向调节感知相似性的中介作用。文章有利于缓解社会身材焦虑现象,丰富了线上商务活动中消费者行为学的研究,对于消费者的信任产生机制进行探讨,并进一步丰富了视觉营销理论,对商家的自我呈现进行有效的指导,也可以为网络商家进行有效的产品图片展示提供理论参考。

In the process of information interaction between businesses and customers,the presentation characteristics of model pictures have an impact on customer perceived trust.The research shows that the model's picture presentation(whether there is a real model,the skin color of the model,the body shape of the model)has a positive impact on the customer's perceived trust,and the perceived similarity plays a partial intermediary role in the impact of the model's picture presentation characteristics on the customer's perceived trust.The credibility and interactivity of online shopping platform,the.psychological simulation of customers and the trust tendency positively adjust the impact of model picture presentation on perceived trust,and both positively adjust the intermediary role of perceived similarity.The article is conducive to alleviating the social body anxiety,enriching the research on consumer behavior in online business activities,discussing the generation mechanism of consumer trust,and further enriching the visual marketing theory,providing effective guidance for merchants'self presentation,and also providing theoretical reference for online merchants to conduct effective product picture display.