The Influence of the Information Richness of Interfaces on Consumers’ Purchase Intention: The Sequential Mediating Effects of Cognitive Load, Mental Imagery, and Flow Experience

The Influence of the Information Richness of Interfaces on Consumers’ Purchase Intention: The Sequential Mediating Effects of Cognitive Load, Mental Imagery, and Flow Experience

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 affec...

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Bibliographic Details
Main Authors: Jiayue Guo, Yuemeng Zhao, Wenqian Zhang, Ke Lu, Xiaochen Feng, Tiansheng Xia
Format: Article
Language:English
Published: MDPI AG 2025-05-01
Series:Behavioral Sciences
Subjects:
e-commerce live streaming
interface design
flow
cognitive load
purchase behavior
Online Access:https://www.mdpi.com/2076-328X/15/5/673
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