The Influence of the Information Richness of Interfaces on Consumers’ Purchase Intention: The Sequential Mediating Effects of Cognitive Load, Mental Imagery, and Flow Experience

E-commerce live streaming attracts consumers by displaying product information and anchor introductions. However, the complexity and variety of interface information pose challenges in design, and research on live-streaming interface design remains limited. This study examines how patch design affects the customer experience in live-streaming rooms, considering different product types and virtual backgrounds. Based on the flow theory and the Stimulus-Organism-Response model, we conducted experiments simulating live-streaming scenarios and collected behavioral and eye-tracking data. Our results confirmed that cognitive load negatively mediates, while mental imagery and flow experience positively mediate, the relationship between patch design and consumer behavior. Additionally, the interaction between product type and virtual background proximity was revealed, with product type moderating the effect of cognitive load on purchase behavior. This study contributes to understanding the impact of live-streaming interface design on consumer experience and purchase behavior, providing design guidelines for online retailers and managerial insights for retail platforms.