营销科学学报 ›› 2018, Vol. 14 ›› Issue (2): 65-83.

• 论文 • 上一篇    下一篇

微笑的模特更好吗?——一项基于服装电子零售商的研究

武瑞娟,欧晓倩,李研   

  1. 武瑞娟,天津理工大学管理学院副教授,E-mail: jennie0212@sina.com。
    欧晓倩,天津理工大学管理学院硕士研究生,E-mail:ouxiaoqian1995@163.com。
    李研,首都经济贸易大学工商管理学院讲师,E-mail:liyan_nankai@sina.com。
  • 出版日期:2018-06-30 发布日期:2019-09-10
  • 基金资助:

    本文得到国家自然科学基金项目(71672124,71602125),国家社科基金项目(16BGL086),及天津市高校创新团队建设规划项目(TD13-5018)的资助。

Is smiling model better?----The study based on apparel e-retailers

Wu Ruijuan, Ou Xiaoqian, Li Yan   

  1. Wu Ruijuan, School of Management, Tianjin University of Technology;
    Ou Xiaoqian, School of Management, Tianjin University of Technology;
    Li Yan,College of Business Administration, Capital University of Economics and Business
  • Online:2018-06-30 Published:2019-09-10

摘要:

研究探讨了服装电子零售商使用真人模特展示产品时,模特脸部呈现(微笑表情vs.中性表情vs.不呈现模特脸部)对消费者接近行为的影响效应。四个实验研究结果发现,模特呈现微笑表情时,消费者接近行为最高。在脸部呈现与接近行为关系中,愉快和唤起情感起中介作用。情感接受性和情境调节了脸部呈现对接近行为的影响作用。对于情感接受性高的被试,微笑表情条件下的接近行为最好;对于情感接受性低的被试,中性表情条件下的接近行为最好。在浏览情境中,微笑表情条件下,接近行为最好;在购买情境中,脸部呈现对接近行为的影响作用不显著。

关键词:
 ,
脸部呈现, 接近行为, 愉快和唤起, 情感接受性, 情境

Abstract:

Since most apparel e-retailers use human model to present products, the current study examined the effect of model face presentation (smiling facial expression vs. neutral facial expression vs. no face presentation) on consumer approach behavior. The results of four studies showed that smiling facial expression led to the highest approach behavior. Pleasure and arousal mediated the effect of model face presentation on approach behavior. In the relationship between face presentation and approach behavior, the moderating effects of emotional receptivity and context were significant. To be specific, for participants whose emotional receptivity were high, smiling facial expression led to the highest approach behavior; for participants whose emotional receptivity were low, neutral expression led to the highest approach behavior. In browsing context, the approach behavior of participants in smiling facial expression condition was the highest. However, there were no significant difference of approach behavior in three face presentation conditions for purchasing context.

Key words: face presentation, approach behavior, pleasure and arousal, emotional receptivity, context