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Faces matter
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OA
AI
DOI：10.1016/j.jebo.2025.107296.png)
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摘要
En 中文
Using field and survey experiments, we examine how product reviewers' facial profile images influence behaviour on e-commerce platforms. Across a series of studies, we show that facial profile images accompanying positive reviews, relative to system default images, increase purchase conversion rates by 6.98% on average (Study 1). Evidence from a controlled survey experiment suggests this operates through a causal effect of faces on perceived review trustworthiness (Study 3). The effect is unlikely to reflect specific facial traits or expressions, which were not clearly discernible. We further demonstrate that the observed effects are not explained by profile personalisation alone (Studies 2 and 3). As an additional explanation for the face effect, we find that users who upload facial profile images may write more helpful reviews (Study 4). Overall, our findings show that human faces can uniquely and meaningfully promote the perceived trustworthiness of online information, contributing to research on face effects, trust, and e-commerce.
Keyword:
Faces
Trustworthiness
E-commerce
Online reviews
Field experiments
AI总结
对已上传原文的论文进行重点信息的提取，主要内容包括：简要概述、研究摘要、背景介绍、关键亮点、图文解析、展望与总结。
期刊
J
IF:
2.3
论文数:
262
被引数:
0
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