Abstract
Live streaming sales have emerged as a prominent trend in global retail, following the COVID-19 pandemic.This study aims to investigate the influence of different forms of background in live streaming sales on consumer purchase behavior through eye-tracking experiments. The study involved 25 participants (15 males). Four distinct background conditions were implemented. The obtained results were analyzed and discussed based on the affordance theory and context effect theory.The findings revealed that under the original background condition, participants tended to primarily focus their attention on the product. In the absence of a background, participants exhibited the longest gaze duration on the product and facial features of individuals. A background consistent with the theme of the product not only enhanced participants' overall attention towards the product but also significantly increased their revisit frequency to the background. A background inconsistent with the theme of the product attracted considerable attention from participants.
Keywords
live sales; visual marketing; consumer behavior; context effect
DOI
https://doi.org/10.21606/drs.2024.870
Citation
Zhao, R., and Chiu, T. (2024) An Eye-tracking Experimental Study on the Influence of Background Visual Effects on Consumer Purchase Behavior in Live Streaming Sales, in Gray, C., Hekkert, P., Forlano, L., Ciuccarelli, P. (eds.), DRS2024: Boston, 23–28 June, Boston, USA. https://doi.org/10.21606/drs.2024.870
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License
Conference Track
Research Paper
Included in
An Eye-tracking Experimental Study on the Influence of Background Visual Effects on Consumer Purchase Behavior in Live Streaming Sales
Live streaming sales have emerged as a prominent trend in global retail, following the COVID-19 pandemic.This study aims to investigate the influence of different forms of background in live streaming sales on consumer purchase behavior through eye-tracking experiments. The study involved 25 participants (15 males). Four distinct background conditions were implemented. The obtained results were analyzed and discussed based on the affordance theory and context effect theory.The findings revealed that under the original background condition, participants tended to primarily focus their attention on the product. In the absence of a background, participants exhibited the longest gaze duration on the product and facial features of individuals. A background consistent with the theme of the product not only enhanced participants' overall attention towards the product but also significantly increased their revisit frequency to the background. A background inconsistent with the theme of the product attracted considerable attention from participants.