In the development of rural revitalization, the art intervention in rural cultural tourism has become a hot topic recently. With the advent of the new media era, it is particularly important to study the factors that affect the artistic value of environmental graphic design. This study proposes six dimensions of environmental graphic design for rural cultural tourism through literature analysis and experience summary, which are refined into 21 impact indicators. It is based on the case of the environmental graphic publicity of cultural tourism in Chongqing Nanshan Cattle Village, using the SBE beauty evaluation method to evaluate the influencing factors, while using the analytic hierarchy process (AHP) to measure each indicator. The consistency of the two evaluation methods verifies the feasibility of the influencing factors, and this study found the influence of visuality, cultural nature, artistic nature, interactivity, spatiality, and communicativeness on aesthetic value. Moreover, the core of environmental graphic design lies in information transmission, in which artistic nature occupies an important position, while cultural nature, although it has a relatively small weight in aesthetic value, cannot be ignored in social media communication. In terms of visual design, a reasonable layout of equipment significantly enhances visual appeal, while spatial adaptability is considered a key factor. This paper emphasizes the integration of art principles into design to promote sustainable development, while also pointing out that the identification of rural cultural symbols can enhance visitors’ cultural experience. In terms of interactivity, it is crucial to encourage visitors to actively participate and share their experiences, while communication emphasizes the important impact of exposure to rural scenes on brand communication. This research provides systematic theoretical support and practical guidance for the environmental graphic design of rural cultural tourism.

Under the rapid development of live commerce, impulse buying has become a core consumption phenomenon, yet its psychological triggering pathways across different consumer groups remain to be fully elucidated. Drawing on the S–O–R framework, this study conceptualizes live-stream interactivity, novelty, and streamer attractiveness as external “stimuli,” and positions immersive experience as the core “organism” mechanism, thereby constructing and testing an integrated “stimulus–experience–response (impulse buying intention)” model. Using a mixed-method approach that combines structural equation modeling (SEM) and fuzzy-set qualitative comparative analysis (fsQCA), the results show that all three live-stream features significantly enhance impulse buying intention, primarily by strengthening immersive experience, with immersion exerting a significant partial mediating effect. Moreover, consumers’ loneliness significantly amplifies the indirect effect of live-stream features on impulse buying via immersive experience. The fsQCA further uncovers multiple equivalent pathways leading to high impulse buying intention, including a strong-experience pattern centered on “streamer attractiveness + immersive experience,” as well as a social compensation pattern centered on “high interactivity + high loneliness.” This study provides a testable theoretical framework, actionable operational strategies, and sustainable ethical guidance for live commerce, offering a pathway for the industry to achieve a “high experience × high conversion × high well-being” triple-win outcome.