Cascade or updown sliding: the influence of interactive interface of short video app on information processing and user experience

With the advancement of human–computer interaction and technology revolution, the value and importance of user convenience and human-centered framework are emphasized, which leads to the improvement of interface design to achieve a better user experience. In recent years, the lifestyle of browsing short videos in leisure time is commonly and by degree altering media exposure and consumption patterns, audience experience and practices to immersive communication. The perceived usefulness (PU), perceived ease of use (PEOU), and cognitive attention and flow elicitation of the interactive interface determine users’ direct evaluation. This study applied the neurocognitive method and behavior experiment to explore the influence of short video app interaction interface on human brain information processing mechanism and user experience by comparing two models, cascade flow interactive (CFI) and up-down sliding (UDS). The results revealed that judging from perceived usefulness, perceived purpose, perceived control, and perception of time illusion, the CFI model performed better in perceived usefulness and control, while the UDS model scored in perceived ease of use and concentration. It is imperative to simplify the information flowing and processing, as complex patterns may emphasis overarching operation and cognitive overload, and to further discuss on perceived hedonism and participatory interaction. Thus, drew upon the characteristics of mobile short video apps, the implication of the study is to increase the sense of affordance in interaction, maintain a satisfied user short video-watching experience successively, and eventually foster brand loyalty.