The present study examines the effects of visual complexity, in which cognitive and emotional characteristics of humans … had been created. Specifically, high and low treatments were created for visual complexity. The relevance and irrelevance … visual complexity and contextual relevance on a website led to greater trust and online purchase intention. Trust and web …

background visual complexity of live-streaming affects consumers' purchase intention and reveals the underlying mechanisms … through which background visual complexity influences consumers' purchase decisions. Design/methodology/approach The … background visual complexity on consumers' purchase intention, considering three types of background visual complexity (high vs …