Research On The Cognitive Mechanism Of E-commerce Anchor’s Facial Attractiveness Affecting Consumers’ Purchase Intention

With the rapid development of Internet technology,e-commerce live broadcast is becomi-ng more and more prosperous.As the core part of e-commerce live broadcasts,the attractivenes-s of e-commerce anchors has been proven to have a significant impact on consumers’ purchase intentions.However,for an important part of the anchor’s attractiveness-facial attractiveness,the academic community has not conducted in-depth research on it.A large number of studies have shown that facial attractiveness can significantly affect individuals’ behavioral willingness.In addition,with the development of cognitive neuroscience,more and more scholars have begun to pay attention to the role of emotion and attention in the process of face attractiveness affecting individual behavior intention.However,these studies rarely place faces in realistic social interaction situations to carry out experiments.Putting faces in the real e-commerce live broadcast situation,and deeply exploring the influence of e-commerce anchor face attractive-ness on consumers’ purchase intention and its internal mechanism will help merchants to understand consumers’ needs more effectively and achieve profit goals.Based on this,this study mainly explores how the facial attractiveness of e-commerce anchors affects consumers’ intern-al cognitive process when they purchase,and what role emotions and attention play in this process.This study simulates the e-commerce live broadcast situation,combines emotional evalua-tion theory and cognitive resource theory,uses event-related potential(ERP)and eye tracking technology to carry out research from the perspectives of emotion and attention,and completes the following work:(1)From the emotional perspective,two event-related potential experim-ents were designed.Experiment 1 explored the cognitive processing process of consumers’ faces with high or low attractiveness,and the influence of emotions evoked by different attractive faces on consumers’ decision-making process.In experiment 2,after removing the anchor’s face under the same conditions,it was compared with experiment1 to explore whether the attractiveness of the anchor’s face would affect consumers’ purchase intention;(2)Since the ERP experiment showed more EEGs related to attention In addition,the anchor faces and other atmosphere cues in the live broadcast room have been proved to affect consumers’ attention.Therefore,this study designed an eye tracking experiment from the perspective of attention to explore the attractiveness of anchors with different faces.When consumers pay attention to each clue in the live broadcast room.Through the above conclusions:(1)The attractiveness of the anchor’s face has a significant positive impact on consumers’ purchase intention,indicating that the beauty premium effect also plays a role in the e-commerce live broadcast room;(2)In the early stage of cognitive processing,Different face attractiveness did not elicit significantly different consumer responses(N2 amplitudes),while high face attractiveness elicited higher consumer attention(P300 amplitudes)in the middle and late stages and evoked brain regions associated with reward and emotion(LPP amplitude),which makes consumers enter a state of continuous appreciation,after which consumers will have a greater emotional response to the product due to the anchor face(N1 amplitude),and the emotional valence induced by low attractive faces It tends to be more negative(LPP amplitude),which makes consumers less willing to buy products with low face attractiveness;(3)The "emotional cross-category preference transfer effect" also plays a role in the multi-cue e-commerce live broadcast room.Therefore,the attractiveness of faces has a significant positive impact on consumers’ purchase intention,and the induction of emotions is based on the fact that consumers pay more attention to the anchor’s face.Through the above research,this paper believes that online live broadcasters should choose anchors with higher facial attractiveness when selecting and cultivating anchors,so as to provide consumers with a better visual and psychological experience,thereby improving their purchase intentions.In addition,online live broadcast merchants can use clues like the anchor’s face in the live broadcast room to increase consumers’ attention while maximizing consumers’ positive emotions,so as to complete their marketing tasks more efficiently.