How background visual complexity influences purchase intention in live streaming: The mediating role of emotion and the moderating role of gender |
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| Institution: | 1. College of Tourism Huaqiao University, Quanzhou, 362021, Fujian, China;2. Edith Cowan University, Australia;1. School of Maritime Economics and Management, Dalian Maritime University, Dalian, 116026, China;2. School of Business Administration, Southwestern University of Finance and Economics, Chengdu, 611130, China;3. School of Management Science and Engineering, Dongbei University of Finance and Economics, Dalian, 116025, China;1. UCSI Graduate Business School, UCSI University, No. 1 Jalan Menara Gading, UCSI Heights, 56000, Cheras, Kuala Lumpur, Malaysia;2. Emerging Markets Research Centre (EMaRC), School of Management, Room #323 Swansea University, Bay Campus, Fabian Bay, Swansea SA1 8EN, Wales, UK;3. Symbiosis Institute of Business Management, Pune & Symbiosis International (Deemed University), Pune, India;4. School of Finance and Economics, Nanchang Institute of Technology, Nan Chang City, Jiang Xi Province, People’s Republic of China;5. College of Management, Chang Jung Christian University, Tainan City, Guiren District, Taiwan;6. Indian Institute of Management Nagpur, India |
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| Abstract: | There is growing evidence that visual complexity plays a crucial role in consumer purchase behavior. However, existing research on background visual complexity’s effect on individuals’ purchase intention in live streaming is limited. This study explores the relationships between live background visual complexity, emotional states, and purchase intention, by drawing on the stimulus-organism-response theory. A 3 × 2 between-subjects online experiment was developed with participants’ emotional and intention data. The results indicate that the background visual complexity of the livestream room influences consumers’ purchase intention positively via the evoked emotional states (pleasure and arousal). Background visual complexity exhibits an inverted U-shaped effect on consumers’ emotions. Additionally, the results reveal a significant moderating effect of gender on the relationship between background visual complexity and purchase intention. Women exhibit an inverted U-shaped effect on emotion and purchase intention, whereas men show a positive linear relationship when faced with complexity. |
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| Keywords: | Background visual complexity Live streaming Emotion Purchase intention |
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