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

Xingren Liu ()
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Xingren Liu: Shenzhen University, College of Applied Science

A chapter in Proceedings of the 2023 International Conference on Economic Management, Financial Innovation and Public Service (EMFIPS 2023), 2024, pp 502-520 from Springer

Abstract: 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.

Keywords: ：Live commerce; Discount information design; Consumer purchase intention; Usefulness; Readability; Aesthetic (search for similar items in EconPapers)
Date: 2024
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DOI: 10.2991/978-94-6463-441-9_44

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