Evaluating and eliciting design requirements for an improved user experience in live-streaming commerce interfaces

Live-streaming commerce is emerging as a novel and interactive form of media commerce, allowing consumers to partake in live shows, purchase products, and engage with hosts in real time. Despite its substantial growth potential, there is a dearth of research on user interaction with live-streaming commerce in the context of user experience (UX). To comprehend user engagement with this technology and explore avenues for UX enhancement, we devised a three-stage user study. First, we conducted a UX assessment of leading live commerce platforms, employing both a self-report questionnaire and eye tracking. This enabled us to ascertain users' perceptions of user interface (UI) and live-streaming commerce components as well as identify the most user-friendly UI design. Second, we examined frequent users' experiences via online focus group interviews (FGIs). Through these, we observed that users employ chat and reaction features to convey empathy, enjoy themselves, or obtain rewards, ultimately driving sustained engagement and interaction with live-streaming commerce. Finally, we evaluated the visual effects designed to boost interactivity and pleasurable experiences through the development of a live-streaming commerce prototype. We determined that visual effects encompassing serendipitous elements augment users' enjoyable experiences considerably during live-streaming commerce. Our findings provide valuable insights for practitioners aiming to refine live-streaming commerce interfaces and components to enhance UX.