{"title":"The impact of live background visual complexity on consumer purchase intention: an eye-tracking study","authors":"Xiaoli Tang, Xiaolin Li, Zefeng Hao","doi":"10.1108/apjml-10-2023-1031","DOIUrl":null,"url":null,"abstract":"<h3>Purpose</h3>\n<p>Based on sensory marketing theory and cognitive appraisal theory, this study investigates whether and how the background visual complexity of live-streaming affects consumers' purchase intention and reveals the underlying mechanisms through which background visual complexity influences consumers' purchase decisions.</p><!--/ Abstract__block -->\n<h3>Design/methodology/approach</h3>\n<p>The experiment was conducted with 180 college students, using eye-tracking technology to explore the impact mechanism of live background visual complexity on consumers' purchase intention, considering three types of background visual complexity (high vs medium vs low) and two levels of need for cognitive closure (high vs low).</p><!--/ Abstract__block -->\n<h3>Findings</h3>\n<p>Firstly, the background visual complexity of live-streaming positively influences consumers' purchase intention by eliciting positive emotions (pleasure and arousal), and the relationship between consumer emotions and purchase intention is nonlinear. Secondly, need for cognitive closure to significantly moderate the influence of background visual complexity on purchase intention.</p><!--/ Abstract__block -->\n<h3>Research limitations/implications</h3>\n<p>The limited sample size makes it difficult to generalize to other consumer groups. Also, the study only focuses on one visual factor, lacking comprehensive analysis from multiple perspectives.</p><!--/ Abstract__block -->\n<h3>Practical implications</h3>\n<p>It is recommended that live e-commerce companies optimize the visual design of live-streaming backgrounds and identify consumer traits to match the visual complexity with consumers' level of need for cognitive closure, thereby stimulating positive emotions and facilitating more satisfactory shopping decisions.</p><!--/ Abstract__block -->\n<h3>Originality/value</h3>\n<p>This paper addresses an interesting and practical issue related to the effects of live background visual complexity on consumers' purchase intention.</p><!--/ Abstract__block -->","PeriodicalId":47866,"journal":{"name":"Asia Pacific Journal of Marketing and Logistics","volume":"19 1","pages":""},"PeriodicalIF":3.9000,"publicationDate":"2024-04-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Asia Pacific Journal of Marketing and Logistics","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1108/apjml-10-2023-1031","RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0
Abstract
Purpose
Based on sensory marketing theory and cognitive appraisal theory, this study investigates whether and how the background visual complexity of live-streaming affects consumers' purchase intention and reveals the underlying mechanisms through which background visual complexity influences consumers' purchase decisions.
Design/methodology/approach
The experiment was conducted with 180 college students, using eye-tracking technology to explore the impact mechanism of live background visual complexity on consumers' purchase intention, considering three types of background visual complexity (high vs medium vs low) and two levels of need for cognitive closure (high vs low).
Findings
Firstly, the background visual complexity of live-streaming positively influences consumers' purchase intention by eliciting positive emotions (pleasure and arousal), and the relationship between consumer emotions and purchase intention is nonlinear. Secondly, need for cognitive closure to significantly moderate the influence of background visual complexity on purchase intention.
Research limitations/implications
The limited sample size makes it difficult to generalize to other consumer groups. Also, the study only focuses on one visual factor, lacking comprehensive analysis from multiple perspectives.
Practical implications
It is recommended that live e-commerce companies optimize the visual design of live-streaming backgrounds and identify consumer traits to match the visual complexity with consumers' level of need for cognitive closure, thereby stimulating positive emotions and facilitating more satisfactory shopping decisions.
Originality/value
This paper addresses an interesting and practical issue related to the effects of live background visual complexity on consumers' purchase intention.
期刊介绍：
The Asia Pacific Journal of Marketing and Logistics (APJML) provides a unique focus on marketing and logistics in the Asia Pacific region. It publishes research which focus on marketing and logistics problems, new procedures and practical approaches, systematic and critical reviews of changes in marketing and logistics and cross-national and cross-cultural comparisons of theory into practice. APJML is to publish articles including empirical research, conceptual papers, in-depth literature review and testing of alternative methodologies and theories that have significant contributions to the knowledge of marketing and logistics in the Asia Pacific region. The journal strives to bridge the gap between academia and practice, hence it also publishes viewpoints from practitioners, case studies and research notes of emerging trends. Book reviews of cutting edge topics are also welcome. Readers will benefit from reports on the latest findings, new initiatives and cutting edge methodologies. Readers outside the region will have a greater understanding of the cultural orientation of business in the Asia Pacific and will be kept up to date with new insights of upcoming trends. The journal recognizes the dynamic impact of Asian Pacific marketing and logistics to the international arena. An in-depth understanding of the latest trends and developments in Asia Pacific region is imperative for firms and organizations to arm themselves with competitive advantages in the 21st century. APJML includes, but is not restricted to: -Marketing strategy -Relationship marketing -Cross-cultural issues -Consumer markets and buying behaviour -Managing marketing channels -Logistics specialists -Branding issues in Asia Pacific markets -Segmentation -Marketing theory -New product development -Marketing research -Integrated marketing communications -Legal and public policy -Cross national and cross cultural studies
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