Abstract:

This study addressed “social network fatigue” and algorithmic recommendation mechanisms in the context of mobile social media, aiming to reveal the driving mechanism of motion graphics visual design elements on users' willingness to interact on social media. Based on the S-O-R theoretical framework, and drawing on cognitive load theory and Gestalt principles, the study constructed five motion graphics design elements, exploring their impact on user interaction willingness with respect to visual attention and information processing depth. A single-factor, between-subjects questionnaire experiment was conducted, selecting active users from a high-contextuality East Asian culture as subjects, and structural equation modeling was used as the primary method for validation. The study revealed that the visual design of motion graphics exerted an asymmetric impact on interaction willingness. Layout simplicity played a stable supporting role in the continuous process of attention and processing, and was an important condition for forming effective visual order. Visual guidance and graphic relevance enhanced attention and understanding, thereby promoting interaction; animation complexity and information density mainly caused cognitive burden, and while their reduction reduced interference, simply lowering information density alone did not enhance attractiveness. The study further confirmed a chained transformation effect from visual attention to information-processing depth and subsequently to interaction intention, indicating that deep understanding rather than momentary attention was the key driver of user interaction. Based on this mechanism, the study proposed optimization strategies centered on visual-noise reduction and dynamic guidance to enhance the communication effectiveness of social media advertising.

Key words: social media advertising, motion graphics, visual attention, information-processing depth, interaction willingness, structural equation model