Visual Marketing Strategies in E-commerce and Their Effects on Consumer Behaviors: Evidence from Flower Knows Cosmetics

Amid deepening globalization and digitization, this study examines how visual stimuli—packaging design, KOL advertising, and e-commerce interfaces—shape purchasing behaviors in China’s beauty sector, using Flower Knows as a case. A dual-mediation framework incorporating perceived and attitudinal values reveals that packaging and e-commerce interfaces enhance purchasing via sequential mediation of perceived and attitudinal values, whereas KOL advertising solely elevates attitudinal value without behavioral impact, likely due to inadequate resolution of consumer skepticism or tangible benefit communication. These findings advance visual marketing theory by delineating boundary conditions for KOL efficacy and empirically validating cognitive-affective dual mediation. Practically, brands should prioritize cohesive visual storytelling across packaging and digital touchpoints to drive conversions, while strategically deploying KOL collaborations for long-term equity.