Work

Study on the Consumer Decision-Making Models of Scene Design in Live E-Commerce

Year: 2025

Type: conference-paper

Abstract: E-commerce live streaming developed into a major shopping platform for consumers. Based on past research, scene design has imposed deep effects on consumer decision-making. In the study, the Stimulus-Organism-Response (S-O-R) model is put forward to categorize elements of live broadcast scenes and social surveys are utilized to examine the connections between live broadcast scenes and consumer decisions. Referring to structural equation modeling, interface design, functional design, and security design of live broadcast scenes are strongly positively linked with consumer trust. Moreover, consumer serves as a pivotal mediator between e-commerce live broadcast scenes and consumption decisions.

Source: Guangdong-Hong Kong-Macao Greater Bay Area International Conference on Digital Economy and Artificial Intelligence (DEAI)

DOI: 10.1145/3745238.3745364

Author: Jieyi Cao

Institution: Shenyang University of Chemical Technology

Language: English

Topic: Consumer Behavior and Marketing Influence

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: hybrid

OpenAlex ID: W4412789942

FWCI:

Cites: 1

Cited by:

Related to: 10