Exploring the Impact of Visual Complexity on Flow Experience in Online Visual Art Platforms: An Eye-Tracking Study

Abstract

The flow experience of online platform users is an important factor affecting user stickiness and improving the quality of the platform. Analyzing the influencing factors of flow experience on online platform is a key step to improve the flow experience in the user’s use process. From the perspective of visual perception, this study analyzes the impact of visual factors on the flow experience. Starting with the complexity of the online platform interface, the eye tracking experiment was used to explore the impact of complexity and visual search efficiency on the flow experience. The experimental results show that the quantity complexity and functional layout complexity have different effects on the flow experience, and the visual search efficiency is positively correlated with the flow experience. In addition, the relationship between flow experience and quantity complexity was inverted U-shaped; It is positively correlated with the complexity of functional layout, but the impact is not significant.