网店模特视线方向与表情对女性购物者购买意愿的影响

An Experimental Research on Viewing Direction and Expression of Advertiser's Influence on the Purchase Willing of Female Shoppers

在线购物时,美妆产品模特的表情与视线方向会对女性购物者的注意、情绪以及对购物网店的态度产生一定影响,进而影响其购买意愿。文章采用眼动与问卷研究相结合的方式进行实验研究,结果表明:直视比斜视会引起其更高的唤醒度和愉悦度,对网站的态度也更加积极。中性表情比微笑表情会引起其对产品的更多注视,但当模特是微笑表情时,被试的唤醒度和愉悦度都更高,对网站的态度也更加积极。因此,得出结论:美妆产品商家做广告时,除了保证商品质量本身外,需要在女性购物者对产品的关注和对购物网站的愉悦度、唤醒度及态度之间做出权衡,以便采用最佳的模特广告方式,更好地促进商品的销售。

This paper intends to investigate whether the expression and the viewing direction of the online store model influence the attention,emotion and attitude of the female shoppers and their purchase intention. The study uses both the experiment and the questionnaire method,and the results are as follows: direct viewing can lead to higher arousal and pleasure,as well as more positive attitudes towards the website. Neutral expression causes more attention to the product than smile expression; but when the model has a smiling expression,the subjects have higher arousal and pleasure,and their attitude to the website is more active. Therefore,this paper drew the conclusion: in order to better promote the sale of goods,when the sellers make advertisement,in addition to ensure the quality of the commodity itself,they also need to make a trade-off between the length of time to look at the purchaser of goods and the buyer's emotion and attitude of the website.