E-commerce live streaming attracts consumers by displaying product information and anchor introductions. However, the complexity and variety of interface information pose challenges in design, and research on live-streaming interface design remains limited. This study examines how patch design affects the customer experience in live-streaming rooms, considering different product types and virtual backgrounds. Based on the flow theory and the Stimulus–Organism–Response model, we conducted experiments simulating live-streaming scenarios and collected behavioral and eye-tracking data. Our results confirmed that cognitive load negatively mediates, while mental imagery and flow experience positively mediate, the relationship between patch design and consumer behavior. Additionally, the interaction between product type and virtual background proximity was revealed, with product type moderating the effect of cognitive load on purchase behavior. This study contributes to understanding the impact of live-streaming interface design on consumer experience and purchase behavior, providing design guidelines for online retailers and managerial insights for retail platforms.

AI digital human tour guides are increasingly used in museums, yet current designs prioritize technological features over content adaptability, neglecting the psychological underpinnings of effective communication. This study examines how language arousal (high vs. low) influences visitor satisfaction, continued use intention, and knowledge recall, with a focus on the mediating roles of psychological distance, emotional resonance, and concentration. The experiment employed a 2 × 2 mixed design, with language arousal as the between-subjects variable and science popularization themes as the within-subjects variable. Eighty participants were randomly assigned to either a high-arousal or low-arousal group. All participants received stimuli from both natural science and social culture science popularization themes, with presentation order balanced using the ABBA method. Results revealed a significant interaction between language arousal and topic: high-arousal language improved outcomes in natural science contexts by reducing psychological distance, whereas low-arousal language was more effective for social history, where increased psychological distance preserved perceived seriousness and credibility. Psychological distance emerged as a key mediator, while emotional resonance and concentration did not show significant effects. These findings reveal how topic-aware language design can enhance AI-guided museum experiences. The study helps AI explanation systems achieve a qualitative transformation from “being able to speak” to “being effective in speaking”.

This study aims to explore the mechanisms through which social media influences the cooperative learning attitudes and academic performance of design students in the context of China’s collectivist culture, providing a basis for the application of social media in design education. Using the Extended Technology Acceptance Model (TAM) as the theoretical framework, a questionnaire survey of 305 students was conducted. Structural equation modelling and moderation effect analysis revealed that perceived usefulness, ease of use, enjoyment, and interactivity significantly influence students’ attitudes toward social media-based collaborative learning. This attitude directly enhances academic performance and is positively moderated by knowledge-sharing willingness and academic self-efficacy. This study validated the applicability of the extended TAM in online collaborative learning, revealing that positive attitudes toward collaborative learning can only effectively translate into academic outcomes when students possess sufficient knowledge-sharing willingness or self-efficacy. This provides empirical evidence for strategically leveraging social media in educational design.