The Direction Of The Product Model's Line Of Sight And The Influence Of Facial Expressions On Female Shoppers In The Shopping Site

At present the frequency of consumers’ online shopping is increasing rapidly, especially female consumers, to them, "shopping on Taobao" has become an important part of their daily life. A growing number of businessmen give up the entity shop and set up new shop in Tmall, Jingdong or other platforms to run their own business. Huge opportunity also bring huge competition. How to stand out from the increasingly homogeneous competition is a great challenge of all these merchants. This paper will study Ihe main force of online shopping-women shoppers to research how the model expression and gaze direction, these two kinds of design elements, influences women shoppers’emotions, attention and attitudes of online stores. I wish the result of this research would provide some reference for merchants when they design their online stores.Experiment and questionnaire survey will be adopted in this study. There are 2 experiments which are both repeated measures factorial design. The first one is eye movement experiment, the second one is behavior experiment. There are 2 independent variables, each has 2 levels:expression (smiling expression, neutral expression), and gaze direction(direct gaze, gaze toward the product). The research result shows:(1)The gaze direction of model can influence women shoppers’ attention, emotion and attitude. When model looks straight into them, they pay more attention to the eyes of model; the model with direct gaze can better trigger arousal and hedonic value of them than the model’s gaze toward product; they are more likely to buy goods when model’s gaze is direct(2) Model expression can influence women shoppers’attention, emotion and attitude. They take more attention on product when the model’s expression is neutral; the model with smiling expression can better trigger arousal and hedonic value of them than the model with neutral expression; they are more Beefy to buy goods when model is smiling.(3) There are interactive effects on the gaze direction and expression. When the expression of model is neutral, compared with model’s gaze toward product, women shoppers pay more attention to the face of model when the model boks straight into them; When the model boks to the goods, compared with model whose expression is neutral, they pay more attention to model’s mouth when the model is smiling; When model is smiling, compared with model who looks straight into them, they pay more attention to model’s mouth when the model looks to the goods.