电商直播中数字造颜对直播效果的影响研究

Research on the Influence of Digital Face Creation on the Effect of Live Broadcast in E-commerce Live Streaming

目的为探究数字造颜与直播效果之间的影响关系。方法在对电商主播数字造颜的概念界定和分类的基础上,基于面孔吸引力效应设计了眼动实验和调查问卷。结果运用数字造颜会增加消费者对主播及其所带货商品的关注,其中对主播自身的关注度更高;不同性别的主播对消费者关注的吸引力程度不存在异质性,由此带来的直播效果不因性别而异。结论本研究结果可有效挖掘电商直播中数字造颜的作用机制问题,为提升电子商务直播的有效性和消费者的购买意愿提供借鉴。

Objective To explore the relationship between digital face creation and the effect of live streaming.Methods Based on the conceptual definition and classification of digital face creation of e-commerce anchors,an eye movement experiment and questionnaire were designed based on the theory of face attraction effect.Results The use of digital face creation will increase consumers'attention to anchors and the goods they bring,especially to anchors themselves.There is no heterogeneity in the degree of attraction of different gender hosts to consumer attention,and the live-broadcast effect brought by this does not vary with gender.Conclusion The results of this study can effectively explore the issue of the mechanism of the role of digital face creation in e-commerce live streaming,and provide a reference for improving the effectiveness of e-commerce live streaming and consumers'purchase willingness.