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