LNELecture Notes in Education, Arts, Management and Social ScienceTBA2705-053XBio-Byword Scientific Publishing Pty. Ltd.10.18063/LNE.v3i10.1118ArticleResearch on Interaction Design of Chinese Baijiu E-commerce Platforms Based on the Three-Level Theory of Emotional Designhttps://artdesignp.com/journal/LNE/3/10/10.18063/LNE.v3i10.1118DuJianing,ParkJongbin20253102025-11-26Objective: As the e-commerce competition paradigm shifts from efficiency to experience, baijiu platforms urgently require emotional upgrades. This paper takes Norman’s Three-Level Theory of Emotional Design (visceral, behavioral, and reflective) as the core framework to systematically study its application in the interaction design of baijiu e-commerce platforms. After explaining the significance of the theoretical framework, this paper examines the current dilemmas of mainstream domestic platforms in three aspects: sensory homogeneity, instrumental interaction, and superficial cultural representation. Subsequently, an integrated design strategy spanning the three levels is proposed: the visceral level focuses on differentiated visuals and immersive sensory interfaces; the behavioral level emphasizes scenario-based shopping guidance and emotional processes; the reflective level delves into cultural narratives and the construction of emotional communities. By conceptualizing the "JiuYun" (baijiu Charm) platform prototype for theoretical validation, it is preliminarily confirmed that this strategy can effectively enhance user experience across all levels. This study provides a systematic theoretical tool and design pathway for the experiential upgrade and cultural value transmission of baijiu e-commerce platforms.Three-Level Theory of Emotional Design, baijiu E-commerce, Interaction Design, User Experience, Design Strategy, Prototype Validation

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