A Research About The Impact Of Online Faces On Induced User Preferences:Perspective From Behavioral Experiments

E-commerce is realized in the virtual and open network environment.The website interface has become the front of the e-commerce website in the virtual business world,leading consumers to the first impression of the network store.Therefore,network merchants pay more and more attention to the visual design of the web pages of E-commerce websites.Research shows that as the most commonly used web design elements,online faces can effectively attract consumers' eyeballs,stimulate their positive emotional experience and induce their choice preferences.In this context,this paper will study the impact of online face on induced user preferences.Through the theoretical discussion and empirical research,I hope that I can draw the conclusion and provide some suggestions for the network business to achieve effectively visual design of the web pages of E-commerce websites,so as to promote the network marketing activities more effectively,create differentiated advantage different from competitors and achieve more big profit.Firstly,the previous research are reviewed,and previous studies as the theoretical basis,combined with the research content and the research target,I build the influence model of online faces on the user preferences.Based on the model,I put forward the research hypothesis.In order to verify the research hypothesis,this paper makes an empirical study on the research topic by designing the behavior experiment of the eye movement instrument and the method of questionnaire.Based on the data analysis,I draws the conclusion:online faces can effectively attract the attention of visitors,affect the browsing behavior,induce their choice preferences;online faces can stimulate the positive emotion of consumers,while reduce the negative emotions,enhance the perception of social existence and the perception of trust;online faces play a role in regulating the relationship between positive emotion,negative emotion,social existence perception,trust perception and the willingness to choose.Finally,this paper provides some suggestions.