The work aims to enhance the delivery efficiency of the live broadcast room of agricultural products on the e-commerce platform, enhance the attractiveness of agricultural products to customers, and stimulate the consumption behavior of users. Through user research, the consumption behavior process of live broadcast users was sorted out, and the comment samples were obtained with network information crawler technology. Combined with the grounded theory, the samples were analyzed by open, spindle and selective decoding, and the concept and hierarchical relationship of user needs were sorted out. Based on the Fogg behavior model and analytic hierarchy process in persuasion theory, the user demand model was constructed with behavioral motivation, behavioral ability and behavioral trigger point as the criterion layer. By creating matrix and weighted analysis, the scientific nature of the model was verified by consistency analysis. For the interface of agricultural products live broadcast rooms on platforms such as Douyin and Taobao, the design points of corresponding indicators were excavated, providing reference for design practice. A set of relatively complete design scheme of live broadcast interface for agricultural products was formed, and user evaluation was carried out. The scoring results proved that the scheme was better than the consumption persuasion effect of the current mainstream live broadcast interface design. From the perspective of persuasion theory, the interface design is transformed into the driving force of user consumption, which realizes the empowerment of rural e-commerce competitiveness through design, and provides theoretical reference and practical basis for relevant agricultural researchers and platforms.
Key words
persuasion concept /
agricultural products /
interface design /
grounded theory /
consumer behavior
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