| abstract |
| Background With the advancement of mobile internet, short videos and live streaming have become essential features of social media platforms. In particular, TikTok has emerged as a crucial tool for e-commerce by engaging numerous users through live shopping broadcasts. However, there is a need to enhance user interaction, engagement, and satisfaction in TikTok’s live commerce broadcasts. The Natural User Interface (NUI) employs intuitive input methods such as voice and gestures, enabling more efficient interactions. This study aims to propose methods to optimize the user experience of TikTok live commerce broadcasts using NUI design.
Methods This study combines quantitative and qualitative methods to analyze the optimization of user experience in TikTok live commerce broadcasts. First, literature review and expert interviews are conducted to identify UI/UX issues in TikTok live commerce broadcasts. Interviews with five UX/UI experts explore the feasibility of applying NUI design. Next, a survey is conducted with over 300 TikTok live commerce users to examine the relationship between NUI design elements (gesture-based interaction, voice interaction, etc.) and user experience factors (satisfaction, immersion, purchase intention). Finally, data analysis is performed to verify reliability and validity, and hypothesis testing is conducted using multiple regression analysis and structural equation modeling (SEM). This study aims to propose an NUI-based UI/UX design strategy to enhance the user experience in TikTok live commerce broadcasts.
Result This study empirically analyzed the impact of Natural User Interface (NUI) design on user experience (UX) in TikTok live commerce. The findings indicate that voice interaction and immersion had the most significant influence on UX, with user engagement playing a partial mediating role. Additionally, the integration of AI-powered voice interfaces, eye-tracking, biometric authentication, and VR/AR technologies is expected to optimize UX. The adoption of personalized recommendation systems and AI chatbots could further enhance user experience.
Conclusion TikTok and other live commerce platforms should leverage AI voice interaction, gesture recognition, and VR/AR technologies to improve user engagement and create a more immersive shopping experience. Furthermore, the implementation of personalized recommendation systems and metaverse-based immersive UX is necessary. Future research should focus on cross-platform UX/UI optimization strategies to enhance user-centered interface design. K |
|
|
| Key Words |
| 자연 사용자 인터페이스(NUI), 라이브 커머스, 사용자 경험(UX) 최적화, Natural User Interface (NUI), Live Commerce, User Experience (UX) Optimization |
|
|
|
 |
|
Full Text