Consumer Behavior

How background visual complexity influences purchase intention in live streaming: The moderating role of shopping task

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Abstract

E-commerce development has led to the rise of live shopping, presenting both opportunities and challenges for online retailers worldwide. Many sellers highlight product and service information directly into the background of live streaming. Such a strategy enhances the visual complexity and provides more information to support buyers’ judgment. However, there has been a long debate about whether to use complex designs or simple ones.  In this study, we experimentally manipulate the visual complexity of product information within a live streaming to examine its effects on perceived risk, product attitudes, and purchase intention. We also investigate the moderating effect of consumers' shopping objectives. This study expands the existing theory of visual complexity in live streaming and aims to offer valuable practical insights for online retailers, marketing managers, and live streaming background designers.

Keywords: Live streaming;, Visual complexity;, Shopping task;, Perceived risk

How to Cite:

Li, P., Lee, K. & Duan, J., (2024) “How background visual complexity influences purchase intention in live streaming: The moderating role of shopping task”, International Textile and Apparel Association Annual Conference Proceedings 80(1). doi: https://doi.org/10.31274/itaa.17469