Blue for High-Tech? A Conceptual Framework of the Effect of Background Color on Continuance Use Intention in Virtual Live Streaming: Presence and Psychological Distance

As an innovative technological advancement, virtual live streaming has emerged as a prevalent trend across various industries, featuring significant market potential. Upon reviewing existing research about the constituent elements, influential factors, and marketing efficacy of virtual live streaming, it is notable that only a limited number of studies have addressed the impact of scene design within virtual live streaming environments on consumer evaluations and purchase intentions. Based on the S-O-R framework and color psychology theory, we propose a conceptual framework of the effect of the interaction between background color (blue vs. non-blue) and product attributes (tech vs. non-tech) on users’ continuance use intention. Specifically, the matching of blue color and technology products can enhance the sense of presence and continuance use intention. Furthermore, we identify the continuous mediating effects of presence and psychological distance. The results of our studies contribute to current research and the future direction of virtual live streaming, offering practical implications for enhancing consumers’ participation and creating immersive visual experiences through appropriate scene design.