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论文编号：	15329
作者编号：	2120233716
上传时间：	2025/6/5 16:18:33
中文题目：	面容映自我：刷脸支付对消费者购买后悔行为的影响研究
英文题目：	I Am Sure of It: A Study on the Impact of Facial Recognition Payments on Consumer Post-Purchase Regret Behavior
指导老师：	杜建刚
中文关键字：	刷脸支付；消费后悔；自我肯定；容貌焦虑
英文关键字：	Facial Recognition Payment; Consumer Regret; Self-Affirmation; Appearance Anxiety
中文摘要：	观貌可知心，面容映自我。刷脸支付（facial recognition payment, FRP），一种基于人脸识别技术的支付方式，近年来在中国得到了快速发展，其便捷性和安全性深受消费者和商家的青睐。借助大数据、云计算等先进技术，刷脸支付在零售、餐饮、交通等行业得到了广泛应用。例如，消费者在超市和餐厅能够快速完成支付，在地铁和公交车上也能通过刷脸支付系统畅行无阻地通勤。其中人脸识别作为刷脸支付的重要技术基础，其应用领域也从身份验证拓展到了提升客户体验。2022年9月发布的《民政部贯彻落实（国务院关于加强数字政府建设的指导意见）的实施方案》中也明确提及优化升级民政全业务应用支撑平台，推进人脸识别技术应用现实场景。随着技术的进一步发展以及智能时代的全面到来，强大的人脸检测和识别算法已逐渐被消费者所接受。然而，相较于传统支付方式，刷脸支付对消费者购后行为的影响尚未得到充分探讨，特别是其对消费后悔情绪的影响及其内在作用机制仍缺乏系统性的研究。基于简单暴露效应，本研究试图填补这一研究空白，探讨刷脸支付如何影响消费者的购后后悔，并分析其中的心理机制及其边界条件。 本研究通过四项实证研究系统地验证了刷脸支付对消费者购后后悔的影响。研究1基于消费者行为数据，发现相比于二维码支付，刷脸支付显著降低了消费者的退换货行为，表明其对购后后悔具有抑制作用。研究2进一步揭示了自我肯定在刷脸支付减少购后后悔过程中的中介作用，并通过实证分析排除了印象管理和自我重要性等可能的替代机制。研究3采用调节验证中介的方法，进一步验证了自我肯定作为刷脸支付影响消费者购后后悔的核心心理机制的稳健性。研究4通过引入容貌焦虑作为调节变量，探讨了个体差异对刷脸支付影响的边界条件。结果表明，对于低容貌焦虑的消费者，刷脸支付能够有效减少购后后悔；但对于高容貌焦虑的消费者，刷脸支付的这一积极作用并不显著，表明个体对自身外貌的关注程度可能影响刷脸支付带来的心理效应。 本研究的发现丰富了支付方式对消费行为影响的理论研究，拓展了简单暴露效应和自我肯定理论在支付情境中的应用。首先，从理论贡献来看，本研究揭示了刷脸支付不仅是一种支付工具，同时也是一种能够增强消费者自我肯定的心理刺激，进而影响其购后情绪。这一发现深化了对支付方式的心理效应的理解，并为未来研究提供了新的视角。其次，在实践层面，本研究为企业营销策略的优化提供了有益的启示。研究结果表明，商家可以通过优化刷脸支付的支付界面设计，强化其带来的自我肯定体验，从而降低消费者的购后后悔情绪，提高其购买满意度。此外，针对高容貌焦虑群体，企业可以在刷脸支付系统中提供个性化设置，如柔和光线优化、虚拟美颜选项等，以降低其可能的不适感，从而提升支付体验和用户接受度。
英文摘要：	"A person’s face often reveals their emotions and self-image." Facial Recognition Payment (FRP), a payment method based on facial recognition technology, has rapidly developed in China, revolutionizing consumer transactions with its convenience and security. Leveraging advanced technologies such as big data and cloud computing, FRP has become widely adopted in sectors like retail, dining, and transportation. For example, consumers can swiftly complete payments in supermarkets and restaurants or enjoy seamless commutes via facial payment systems in subways and buses. As a biometric technology based on facial feature information, facial recognition has garnered significant attention, with applications expanding from identity verification to enhancing customer experiences. The "Implementation Plan of the Ministry of Civil Affairs for Implementing the Guiding Opinions of the State Council on Strengthening the Construction of a Digital Government" issued in September 2022 also clearly mentioned optimizing and upgrading the application support platform for all civil affairs businesses and promoting the application of facial recognition technology in real-life scenarios. With further technological advancements and the advent of the intelligent era, robust face detection and recognition algorithms have become easily acceptable to consumers. However, compared to traditional payment methods, the impact of FRP on post-purchase consumer behavior remains underexplored, particularly in relation to post-purchase regret and its underlying psychological mechanisms. Drawing on the mere exposure effect, this study seeks to fill this research gap by examining how FRP influences consumer post-purchase regret and identifying the psychological processes and boundary conditions involved. Through four empirical studies, this research systematically investigates the impact of FRP on consumer post-purchase regret. Study 1, based on consumer behavior data, demonstrates that compared to QR code payments, FRP significantly reduces consumers' return and exchange behaviors, suggesting its mitigating effect on post-purchase regret. Study 2 further reveals that self-affirmation serves as a mediating mechanism in the relationship between FRP and reduced post-purchase regret, while ruling out alternative explanations such as impression management and self-importance through empirical analysis. Study 3, using a moderated mediation approach, further validates the robustness of self-affirmation as the core psychological mechanism underlying the impact of FRP on post-purchase regret. Study 4 introduces appearance anxiety as a moderating variable, exploring individual differences in the effects of FRP. The results indicate that FRP effectively reduces post-purchase regret among consumers with low appearance anxiety, whereas its positive effect is not significant among those with high appearance anxiety, suggesting that individuals' concern for their physical appearance may influence the psychological effects of FRP. The findings of this study contribute to the theoretical understanding of how payment methods influence consumer behavior, extending the application of the mere exposure effect and self-affirmation theory in the payment context. From a theoretical perspective, this research highlights that FRP is not merely a transactional tool but also a psychological stimulus that enhances self-affirmation, thereby influencing post-purchase emotions. This insight advances the understanding of the psychological effects of payment methods and offers a novel perspective for future research. From a practical perspective, the study provides valuable implications for optimizing corporate marketing strategies. The findings suggest that businesses can enhance consumers’ self-affirmation experiences by optimizing FRP interface design, thereby reducing post-purchase regret and improving customer satisfaction. Moreover, for consumers with high appearance anxiety, companies could integrate personalized settings, such as soft lighting adjustments and virtual beautification options, into FRP systems to alleviate discomfort and enhance user experience and adoption.
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