The Effects of Live Streamer’s Facial Attractiveness and Product Type on Consumer Purchase Intention: An Exploratory Study with Eye Tracking Technology

The Effects of Live Streamer’s Facial Attractiveness and Product Type on Consumer Purchase Intention: An Exploratory Study with Eye Tracking Technology

As a booming branch of online retailing, live-streaming e-commerce can present abundant information dimensions and diverse forms of expression. Live-streaming e-commerce has enabled online retailers to interact with customers face-to-face, resulting in widespread instances of emotional and impulse b...

Full description

Bibliographic Details
Main Authors: Rui Shi, Minghao Wang, Tongjia Qiao, Junchen Shang
Format: Article
Language:English
Published: MDPI AG 2024-04-01
Series:Behavioral Sciences
Subjects:
live-streaming e-commerce
facial attractiveness
product type
purchase intention
visual attention
Online Access:https://www.mdpi.com/2076-328X/14/5/375

Internet

https://www.mdpi.com/2076-328X/14/5/375

Similar Items