Effects of Interface Design and Live Atmosphere on Consumers’ Impulse-Buying Behaviour from the Perspective of Human–Computer Interaction

Since its introduction, live e-commerce has shown rapid growth, especially in regions such as China, where the total market size exceeded trillions of RMB. However, streaming also caused widespread consumer impulse-buying behaviour during development process. Therefore, based on stimulus–organism–response theory, from perspective human–computer interaction, this paper develops an impulse-purchase model for consumers, uses partial least squares structural equation modelling to process and analyse 339 valid questionnaires and, finally, validates proposed hypotheses. The findings show that consumers’ visual appeal, perceived arousal engagement play a mediating role relations among interface design, atmosphere impulse purchase. To promote sustainability live-streaming economy, platforms need design attractive interfaces, build pleasant enhance positive emotions, while preventing their irrational purchasing behaviour. An in-depth analysis formation mechanism can help alleviating limitations lack rich research results single field. In addition, it stakeholders practice.