Short answer
Prioritize entertainment and aesthetic appeal in livestream shopping interfaces and content to cultivate perceived pleasure and encourage purchasing behavior among elderly users.
- Field
- User-Centred Design
- Source
- Journal of theoretical and applied electronic commerce research (2026)
- Method
- Quantitative research using structural equation modeling.
- Sample
- 337 participants
- Evidence
- Moderate effect
Livestream shopping platforms can increase elderly user engagement by focusing on entertainment and attractiveness, which foster perceived pleasure and ultimately drive purchase intentions. This user-centred design research insight is drawn from a 2026 study published in Journal of theoretical and applied electronic commerce research. Using Quantitative research using structural equation modeling. with 337 participants, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Prioritize entertainment and aesthetic appeal in livestream shopping interfaces and content to cultivate perceived pleasure and encourage purchasing behavior among elderly users.
Enhancing Elderly Engagement in Livestream Shopping: The Role of Entertainment and Perceived Pleasure
Livestream shopping platforms can increase elderly user engagement by focusing on entertainment and attractiveness, which foster perceived pleasure and ultimately drive purchase intentions.
Journal of theoretical and applied electronic commerce research · 2026
Key Findings
- 01Interactivity, authenticity, attractiveness, and entertainment positively influence the flow state of elderly users in livestream shopping.
- 02Entertainment and attractiveness positively impact perceived pleasure.
- 03Perceived pleasure directly and significantly influences the intention of the elderly to make a purchase during livestream shopping.
- 04Information quality and ease of use do not have a direct impact on perceived pleasure for this demographic.
Application
Design takeaway
Prioritize entertainment and aesthetic appeal in livestream shopping interfaces and content to cultivate perceived pleasure and encourage purchasing behavior among elderly users.
How to apply
When designing livestream shopping experiences targeting older adults, focus on creating visually appealing and entertaining streams. Incorporate elements that evoke positive emotions and a sense of enjoyment, as these are key drivers of purchase decisions for this group.
Project actions
- 01Consider how to measure 'perceived pleasure' in your own design project.
- 02Think about how to make a digital product more 'entertaining' or 'attractive' for a specific user group.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Integrates multiple theoretical frameworks (SOR, Flow Theory, IS Success Model).
- +Uses a robust statistical method (SEM) for analysis.
Limitations
The study relies on self-reported data, and actual purchasing behavior might differ. The specific cultural context of the participants could also influence the results.
Reliability & validity
The use of structural equation modeling with a validated theoretical framework contributes to the construct validity. Reliability would depend on the psychometric properties of the scales used in the questionnaire.
Think critically
How might the findings regarding information quality and ease of use differ if the elderly participants had greater prior experience with online shopping or technology?
Design Principles
"Design for emotional engagement and pleasure to drive user adoption and interaction, especially within specific demographic segments."
As demographics shift towards an aging population, understanding and designing for the unique needs and preferences of older adults is crucial for the sustained growth of e-commerce. This research highlights specific psychological drivers that can be leveraged to create more inclusive and effective digital shopping experiences.
What This Means for Your Design
Older people are more likely to buy things during live online shopping if the stream is fun and looks good, making them feel happy. Just having good information or an easy-to-use website isn't enough on its own.
How to use in your project
- 1.Reference this study when discussing the psychological factors influencing user behavior, particularly for older demographics, and how design elements can foster positive emotions.
Add to My Project
Quick Cite
Paragraph starter
Research into livestream shopping behavior among the elderly, as demonstrated by Huang, Weng, and Huang (2026), indicates that perceived pleasure, driven by entertainment and attractiveness, is a significant predictor of purchase intention. This suggests that for older demographics, the emotional and aesthetic qualities of a digital interface play a more critical role than mere functional aspects like information quality or ease of use in fostering engagement and driving conversions.
Source
Journal of theoretical and applied electronic commerce research
Study on Livestreaming Shopping Behavior of the Elderly Based on SOR Theory
journal · 2026
View sourceQuestions About This Research
- What does the research say about enhancing elderly engagement in livestream shopping: the role of entertainment and perceived pleasure?
- Prioritize entertainment and aesthetic appeal in livestream shopping interfaces and content to cultivate perceived pleasure and encourage purchasing behavior among elderly users. Evidence: Journal of theoretical and applied electronic commerce research (2026).
- Why does "Enhancing Elderly Engagement in Livestream Shopping: The Role of Entertainment and Perceived Pleasure" matter for design?
- As demographics shift towards an aging population, understanding and designing for the unique needs and preferences of older adults is crucial for the sustained growth of e-commerce. This research highlights specific psychological drivers that can be leveraged to create more inclusive and effective digital shopping experiences.
- How can designers apply this research?
- Prioritize entertainment and aesthetic appeal in livestream shopping interfaces and content to cultivate perceived pleasure and encourage purchasing behavior among elderly users.
- What were the main findings?
- Interactivity, authenticity, attractiveness, and entertainment positively influence the flow state of elderly users in livestream shopping.. Entertainment and attractiveness positively impact perceived pleasure.. Perceived pleasure directly and significantly influences the intention of the elderly to make a purchase during livestream shopping.. Information quality and ease of use do not have a direct impact on perceived pleasure for this demographic.
- What research method was used?
- Quantitative research using structural equation modeling. with 337 participants.
- How strong is the evidence?
- Evidence strength is rated Moderate effect, based on a 2026 journal from Journal of theoretical and applied electronic commerce research.
- What should I do differently in my next project?
- When designing livestream shopping experiences targeting older adults, focus on creating visually appealing and entertaining streams. Incorporate elements that evoke positive emotions and a sense of enjoyment, as these are key drivers of purchase decisions for this group.
- What are the limitations?
- The study's findings may not be generalizable to all elderly populations or all types of livestream shopping content. The direct impact of information quality and ease of use on perceived pleasure was not found, which might be context-dependent.