Social Science and Human Research Bulletin

This study focuses on the rapid development of content e-commerce platforms and examines video covers as the primary point of user interaction. Despite their importance, video covers are often plagued by issues such as “clickbait” and “cover fraud,” which undermine user experience. Innovatively, this research introduces the concept of e-commerce politeness into video cover design studies, investigating how cover design influences users’ perception of politeness in interaction. Using the Critical Incident Technique, 240 valid incidents were systematically collected and analyzed to construct a classification framework of “polite–impolite” behaviors in video covers, with five core categories each for satisfactory and unsatisfactory incidents. Findings reveal that user dissatisfaction is highly concentrated in the fundamental dimensions of “authenticity and credibility” and “clarity of information,” whereas satisfaction primarily stems from high-quality presentation in “value expectation” and “content expressiveness.” This highlights the core tension between attractiveness and authenticity in current cover design practices. Based on these insights, the study proposes a multi-stakeholder improvement path encompassing platform governance optimization, creator content guidelines, regulatory system enhancement, industry standard development, and user feedback mechanisms. Theoretically, this research extends the notion of e-commerce politeness from interpersonal interaction to human–computer interaction scenarios. Practically, it provides actionable guidance for optimizing visual interaction design and fostering a healthy content ecosystem on e-commerce platforms, offering valuable reference for the industry’s transition from traffic competition to experience competition.

Content E-Commerce Platforms, Video Covers, E-Commerce Politeness, User Experience Perception, Critical Incident Technique.

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