Guo Jiayue, Zhao Yuemeng, Zhang Wenqian, Lu Ke, Feng Xiaochen, Xia Tiansheng
School of Art & Design, Guangdong University of Technology, Guangzhou 510090, China.
School of Public Administration and Policy, Dalian University of Technology, Dalian 116024, China.
Behav Sci (Basel). 2025 May 14;15(5):673. doi: 10.3390/bs15050673.
E-commerce live streaming attracts consumers by displaying product information and anchor introductions. However, the complexity and variety of interface information pose challenges in design, and research on live-streaming interface design remains limited. This study examines how patch design affects the customer experience in live-streaming rooms, considering different product types and virtual backgrounds. Based on the flow theory and the Stimulus-Organism-Response model, we conducted experiments simulating live-streaming scenarios and collected behavioral and eye-tracking data. Our results confirmed that cognitive load negatively mediates, while mental imagery and flow experience positively mediate, the relationship between patch design and consumer behavior. Additionally, the interaction between product type and virtual background proximity was revealed, with product type moderating the effect of cognitive load on purchase behavior. This study contributes to understanding the impact of live-streaming interface design on consumer experience and purchase behavior, providing design guidelines for online retailers and managerial insights for retail platforms.
电子商务直播通过展示产品信息和主播介绍来吸引消费者。然而，界面信息的复杂性和多样性给设计带来了挑战，关于直播界面设计的研究仍然有限。本研究考察了贴片设计如何影响直播间的顾客体验，同时考虑了不同的产品类型和虚拟背景。基于心流理论和刺激-机体-反应模型，我们进行了模拟直播场景的实验，并收集了行为数据和眼动追踪数据。我们的结果证实，认知负荷起负向中介作用，而心理意象和心流体验起正向中介作用，它们在贴片设计与消费者行为之间的关系中发挥作用。此外，研究还揭示了产品类型与虚拟背景接近度之间的交互作用，其中产品类型调节了认知负荷对购买行为的影响。本研究有助于理解直播界面设计对消费者体验和购买行为的影响，为在线零售商提供设计指导，并为零售平台提供管理见解。
