An eye-tracking study on the role of attractiveness on consumers’ purchase intentions in e-commerce live streaming

Man Ji (), Yezheng Liu () and Xiayu Chen ()
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Man Ji: Hefei University of Technology
Yezheng Liu: Hefei University of Technology
Xiayu Chen: Hefei University of Technology

Electronic Commerce Research, 2025, vol. 25, issue 3, No 6, 1485-1520

Abstract: Abstract Many platforms and sellers have adopted e-commerce live streaming to attract consumers. However, little research has been done to understand the effects of attractiveness in e-commerce live streaming. Drawing on interpersonal attraction theory, selective attention theory, and self-image congruence theories, we focus on the two most important factors in e-commerce live streaming (anchors and products) and investigate the effects of anchors’ attractiveness and products’ attractiveness on visual attention allocation and subsequent consumers’ purchase intentions. Furthermore, we identify two key moderators that affect the relationship between attractiveness (i.e., anchor attractiveness and product attractiveness) and visual attention: anchor-self fit (ASF) and product-self fit (PSF). Using a combination of eye-tracking experiment and self-reported questionnaire methods, we find that highly attractive anchors and products induce longer fixation duration and greater fixation count. In terms of moderating effects, ASF positively moderates the effect of anchor attractiveness on fixation count on appearance area of interest (AOI), while PSF positively moderates the effect of product attractiveness on fixation duration on product AOI. Moreover, attention to the product AOI is positively related to purchase intention, whereas the fixation duration and fixation count of attention to the appearance AOI exert different effects on purchase intention.

Keywords: E-commerce live streaming; Eye-tracking; Interpersonal attraction; Self-congruence; Purchase intention (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1007/s10660-023-09738-w

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