The impact of live background visual complexity on consumer purchase intention: an eye-tracking study

Xiaoli Tang · Zefeng Hao

18 citations0/0 files storedAsia Pacific Journal of Marketing and Logistics

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Consumer Retail Behavior Studies Digital Marketing and Social Media Consumer Behavior and Marketing Influence

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.

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References

1999The Role of Emotions in Marketing 1994Individual differences in need for cognitive closure.1997Regulatory Focus and Strategic Inclinations: Promotion and Prevention in Decision-Making 2011An integrative review of sensory marketing: Engaging the senses to affect perception, judgment and behavior 2010The Stopping Power of Advertising: Measures and Effects of Visual Complexity 2005Feature Fatigue: When Product Capabilities Become Too Much of a Good Thing 2010Item selection and validation of a brief, 15-item version of the Need for Closure Scale 2001Relational Meaning and Discrete Emotions

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