On　B2C　shopping　websites,　effective　visual　designs　can　bring　about　consumers＇　positive　emotional　experience.　From　this　perspective,　this　article　developed　a　research　model　to　explore　the　impact　of　human　image　as　a　visual　element　on　consumers＇　online　shopping　emotions　and　subsequent　attitudes　towards　websites.　This　study　conducted　an　eye-tracking　experiment　to　collect　both　eye　movement　data　and　questionnaire　data　to　test　the　research　model.　Questionnaire　data　analysis　showed　that　product　pictures　combined　with　human　image　induced　positive　emotions　among　participants,　thus　promoting　their　attitudes　towards　online　shopping　websites.　Specifically,　product　pictures　with　human　image　first　produced　higher　levels　of　image　appeal　and　perceived　social　presence,　thus　stimulating　higher　levels　of　enjoyment　and　subsequent　positive　attitudes　towards　the　websites.　Moreover,　a　moderating　effect　of　product　type　was　demonstrated　on　the　relationship　between　the　presence　of　human　image　and　the　level　of　image　appeal.　Specifically,　human　image　significantly　increased　the　level　of　image　appeal　when　integrated　in　entertainment　product　pictures　while　this　relationship　was　not　significant　in　terms　of　utilitarian　products.　Eye-tracking　data　analysis　further　supported　these　results　and　provided　plausible　explanations.　The　presence　of　human　image　significantly　increased　the　pupil　size　of　participants　regardless　of　product　types.　For　entertainment　products,　participants　paid　more　attention　to　product　pictures　integrated　with　human　image　whereas　for　utilitarian　products　more　attention　was　paid　to　functional　information　of　products　than　to　product　pictures　no　matter　whether　or　not　integrated　with　human　image.　©　2014　Taylor　&　Francis　Group,　LLC.