The Impact of Discount Information Design on Consumer Purchase Intention in the Live Commerce Context

DOI

10.2991/978-94-6463-441-9_44How to use a DOI?

Keywords

：Live commerce; Discount information design; Consumer purchase intention; Usefulness; Readability; Aesthetic

Abstract

Discount information is an essential component of live commerce platforms, playing a crucial role in attracting users in various promotion scenarios. Inappropriate design of discount information, such as displaying discount information ambiguously or in a complex manner in the live-stream room, may negatively confuse consumers in the company’s current promotional activities or products. This study, based on Nielsen’s ten principles of interaction design, combined with previous researches in the e-commerce field, explores the relationship between three dimensions of discount information design and consumer purchase intentions in the live commerce field. Through an online questionnaire survey, a total of 1001 valid responses were collected, and structural equation modeling and linear regression were employed to verify and test the model and hypotheses. The principle findings indicate that three dimensions, namely “Usefulness,” “Readability,” and “Aesthetic,” have a significant impact on consumer’s purchase intentions. Meanwhile, the “Readability” dimension plays the most role. This paper have potential contribute to the literature studying the effect of discount information design within the context of live commerce in the information design field. Practically, the findings will also assist platforms in designing their marketing strategies more consumer-friendly, catering to the consumer’s need for efficiently capturing discount information.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Xingren Liu
PY  - 2024
DA  - 2024/06/21
TI  - The Impact of Discount Information Design on Consumer Purchase Intention in the Live Commerce Context
BT  - Proceedings of the 2023 International Conference on Economic Management，Financial Innovation and Public Service (EMFIPS 2023)
PB  - Atlantis Press
SP  - 502
EP  - 520
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-441-9_44
DO  - 10.2991/978-94-6463-441-9_44
ID  - Liu2024
ER  -