Purpose: This paper aims to study consumers’ visual attention and emotional experience with clothing design factors and their combinations from the perspective of cognition and emotion and propose an interaction phenomenon to evaluate the combined effect of clothing factors to better guide online clothing design and sales.Design/methodology/approach: An eye movement physiology experiment was conducted, 33 participants screened by questionnaires were invited for this experiment. Hypotheses of visual attention were verified by the FIRST_FIXATION_TIME indicator, DWELL_TIME indicator and FIXATION_COUNT indicator. Hypotheses of emotional experience were verified by the PUPIL_SIZE indicator.Findings: First, on the product list page, it is better to use only the three factors of clothing and a small number of stimulating factors. Second, when the stimulus is consistent with the cognitive task performed by the consumer, the efficiency of the task and the consumer's user experience will be improved. Third, the positive interaction phenomenon of clothing design factors and their combinations could significantly attract consumers' visual attention and improve their emotional experience.Research limitations/implications: This work argues consumer interest and emotional experience with online clothing can be expressed through eye movement physiological indicators, and the concept of interaction was proposed to evaluate the design and display of online clothing.Originality/value: This paper conducted interaction research on online clothing design factors and their combinations from the perspective of cognition and emotion, which provided an objective quantitative method for online clothing designers and online clothing retailers.

Digital sports, also known as online sports, are a new form of sport that users have tried in recent years. Despite the rapid growth of online sports, the factors influencing users’ willingness to sustain their use are currently unknown. Based on the theory of planned behavior (TPB) and expectation-confirmation theory (ECT), this study empirically investigates the factors influencing the persistent use of online sports videos. Questionnaires were administered to participants. A total of 305 participants completed the questionnaire. Structural equation modeling showed that all hypotheses’ paths were significant, except for H11 and H12. The results indicated that perceived usefulness, expectation confirmation, and coach social presence had a significant positive effect on users’ satisfaction in using online sports videos. Moreover, satisfaction, behavioral attitudes, subjective norms, and perceived behavioral control had a significant positive effect on users’ willingness to consistently use online sports videos, with gender moderating the impact of satisfaction and behavioral attitudes on the willingness to consistently use. We discuss the practical implications and recommendations for applying this study’s findings.

With the rapid growth of smart terminal industry and User-Generated Content products, Social Media Applications (SMA) products, represented by TikTok, have been booming growth. How to capture and maintain users’ attention in order to prolong their stay on the product and increase customer stickiness has become the focus of the industry. Therefore, according to the duration and characteristics of users using SMA, this paper takes the layout of SMA as an example to study the visual attention quality. Firstly, through the literature review, the study of visual attention quality in SMA was summarized into four aspects, including the span, maintenance, allocation, and switch of attention. Secondly, eye movement and behavior experiments were designed based on common content consumption tasks of SMA users to verify the hypotheses proposed in this paper. According to the results: (1) In terms of attention maintenance, linear layout outperformed masonry layout, masonry layout outperformed matrix layout, and in terms of attention span, the reverse was true; (2) In attention allocation, linear layout showed the best anti-interference characteristics; The masonry layout is suitable to be used in the task search stage and also in the dual-task execution stage; (3) In terms of attention switch, the energy cost of attention switch increased in the order of matrix layout, masonry layout and linear layout. (4) In terms of interaction, double-clicking interaction had more advantages in attention allocation and cognitive load than swiping interaction. The research in this paper has provided objective and quantitative data support for the design and operation of SMA products.

Purpose: For online experiential products, tactile attributes are important but hard-to-achieve features. This research aims to explore consumers' emotional experiences by incorporating tactile attributes into the online clothing shopping scenario.Design/methodology/approach: This paper presents two online shopping experiments by consumers who purchase online clothing: one experiment involves subjects browsing clothing products on a computer screen; the other one involves subjects touching the clothing fabric while browsing a corresponding product on a computer screen. Based on the stimulus–organism–response (S-O-R) model, a physiological polygraph was used to record the emotional experience of subjects under the stimuli of “sight” and “sight + touch.”Findings: (1) Subjects had a more positive emotional arousal under the stimuli of “sight + touch”; (2) the visual merchandising of clothing and expected touch task affect subjects' overall emotional experience with clothing, and with a good visual experience and expected tactile experience, the subjects showed a more positive emotional valence under the stimuli of “sight + touch”; (3) differing from previous research, this experimental data only supports the hypothesis that the skin conductance indicator is related to the level of emotional arousal, without supporting its correlation with emotional valence. However, the heart rate indicator is correlated with emotional valence but not with emotional arousal.Originality/value: This work proposes a way to study the tactile attributes of online clothing and enriches the theoretical framework of polygraph and the S-O-R model for the research of online experiential products, and in terms of application, it sheds light on sales strategies of online experiential products for retailers and brand owners.

With the advancement of interdisciplinary integration, product forms increasingly tend toward the convergence of hardware, software, and multi-ecosystems. Traditional user-centered design (UCD) methods face the challenge of expanding the design space and deepening exploration depth. To address this, this study aims to advance innovative design by shifting the design entry point from observed needs and behaviors to the pre-behavioral motivation stage, grounded in motivation theory to support positive creativity solutions. First, through a systematic review, this article categorizes design paradigms into three types: physical logic design, behavioral logic design, and motivational logic design. Theoretically, this paper establishes a framework for motivational logic design by integrating insights from motivation psychology, management, and design. This framework enhances the intrinsic motivation mechanism in design by creating a closed-loop system that connects user needs, behaviors, and motivations. Second, supported by empirical research, the article presents two key contributions to motivational logic design: (1) Establishing target user groups through factor analysis and machine learning methods and subsequently integrating Maslow’s hierarchy of needs theory to trace the transition from explicit needs/behaviors to implicit motivations. (2) It introduces the mirror flipping method—a novel approach that enhances the practical application of motivational logic design, as demonstrated through a case study of a smart sports bra. Overall, this research provides original theoretical and practical insights, offering valuable references for UCD, innovative design, and other positive creativity solution contexts.