Research On Effects Of Background Fitting Of Human-computer Interaction Interface On Users’ Purchase Intentions In E-commerce Live Streaming

The development of Internet economy has changed the original physical shopping way of users.The simple and convenient online interaction of website shopping and mobile APP shopping has met the needs of users for shopping anytime and anywhere.With the continuous deepening of the integration of Internet and e-commerce,more and more enterprises began to participate in it and develop new market channels.The competition is becoming increasingly fierce.The combination of e-commerce and live streaming has greatly promoted the vigorous development of China’s e-commerce live streaming.Different from website interaction,live streaming interaction has more initiative and design space for enterprises and sellers.This thesis takes the background fitting of human-computer interaction interface in e-commerce live streaming as the research object to explore the impact of such interaction interface factors on users’ purchase intentions.Firstly,from the cognitive emotional perspective,this thesis discusses the influence of two kinds of background fitting("anchor-interface background" fitting and "product-interface background" fitting)on users’ purchase intentions and its internal psychological mechanism.Secondly,from the perspective of different thinking styles,it further explores how the user’s thinking style regulates the impact of background fitting on the user’s purchase intentions in the interactive interface.The findings of this thesis are as follows: first,both background fittings in this thesis have positive effects on users’ internal cognitive processes(i.e.perceived trust and perceived value),and then affect users’ internal affective processes(i.e.perceived pleasure)The affective process of users will further promote their purchase intentions.Second,perceived trust has a positive impact on users’ perceived value,which is different from previous research on website interaction.Third,under different thinking styles,there are great differences in the impact of interactive interface background fitting on users’ purchase intentions and its internal psychological mechanism.Specifically,analytical thinking will play a positive role in improving the background fitting of the interactive interface,but it has a negative effect on the impact of user perceived trust on perceived value;The effect of interaction interface background fitting on users with holistic thinking style has decreased,but the holistic thinking style significantly regulates the impact of perceived trust on perceived value.These research results have important theoretical and practical significance for further understanding the mechanism of live streaming interactive interface’s background fitting of on user purchase intentions,and for promoting the optimization and development of background design of e-commerce live streaming human-computer interaction interface in combination with differences in thinking styles.