IDEAS home Printed from https://ideas.repec.org/h/spr/advbcp/978-94-6463-441-9_44.html

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

In: Proceedings of the 2023 International Conference on Economic Management, Financial Innovation and Public Service (EMFIPS 2023)

Author

Listed:
  • Xingren Liu

    (Shenzhen University, College of Applied Science)

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.

Suggested Citation

  • Xingren Liu, 2024. "The Impact of Discount Information Design on Consumer Purchase Intention in the Live Commerce Context," Advances in Economics, Business and Management Research, in: Peng Dou & Keying Zhang (ed.), Proceedings of the 2023 International Conference on Economic Management, Financial Innovation and Public Service (EMFIPS 2023), pages 502-520, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-441-9_44
    DOI: 10.2991/978-94-6463-441-9_44
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a
    for a similarly titled item that would be available.

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:advbcp:978-94-6463-441-9_44. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.