Study on the Consumer Decision-Making Models of Scene Design in Live E-Commerce

E-commerce live streaming developed into a major shopping platform for consumers. Based on past research, scene design has imposed deep effects on consumer decision-making. In the study, the Stimulus-Organism-Response (S-O-R) model is put forward to categorize elements of live broadcast scenes and social surveys are utilized to examine the connections between live broadcast scenes and consumer decisions. Referring to structural equation modeling, interface design, functional design, and security design of live broadcast scenes are strongly positively linked with consumer trust. Moreover, consumer serves as a pivotal mediator between e-commerce live broadcast scenes and consumption decisions.