ArticleBehavioral sciences (Basel, Switzerland)2024
The Effects of Live Streamer's Facial Attractiveness and Product Type on Consumer Purchase Intention: An Exploratory Study with Eye Tracking Technology.
Article in Behavioral sciences (Basel, Switzerland), 2024. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Cited by 5 papers.
What it found
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The abstract states no effect estimate the extractor could read, or names no intervention and outcome on the map, so this paper lights no cell and moves no belief. It is still indexed, cited and linked below.
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Who cites it
5 citing papers in PubMed.
- Effects of anchor characteristics and product attributes on consumer purchase decisions in live streaming sales: evidence from an eye-tracking study.Scientific reports · 2026Article
- Understanding purchase intention for genAI-enabled museum cultural and creative products using a SOR model.Scientific reports · 2026Article
- Robust Camera-Based Eye-Tracking Method Allowing Head Movements and Its Application in User Experience Research.Journal of eye movement research · 2025Article
- The Effect of Materialism on Impulsive Buying: The Mediating Role of the Diderot Effect.Behavioral sciences (Basel, Switzerland) · 2025Article
- Empirical Insights into Eye-Tracking for Design Evaluation: Applications in Visual Communication and New Media Design.Behavioral sciences (Basel, Switzerland) · 2024Review
Corrections and comments
PubMed lists nothing against this paper. Absence here is not a guarantee, only a check that was made.
Authors and funding
4 authors.
Funding
Abstract
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 buying behavior. Prior research in live-streaming e-commerce has suggested that live streamers' characteristics, especially the live streamer's face, can affect customers' purchase intentions. The present research used questionnaire surveys and an eye tracking experiment to investigate the impact of live streamer's facial attractiveness on consumer purchase intention for search-based and experience-based products. The questionnaire survey analyzed 309 valid questionnaires and revealed that attractive faces are the key influencing factor driving consumers' impulse purchase intentions. Moreover, consumers' emotional experience plays a partial mediating role in the process of live streamers' faces influencing purchase intention. The eye tracking experiment further explored the mechanism of a live streamer's facial attractiveness on consumers' purchase intentions of search-based products and experience-based products from the perspective of visual attention by analyzing 64 valid sets of data. The results showed that attractive faces attract more consumers' attention and, therefore, increase their purchase intention. Furthermore, there is a significant interaction between product type, the live streamer's facial attractiveness, and consumers' purchase intentions. In the case of unattractive live streamers, consumers are more likely to buy search-based products than experience-based products, while the purchase intention does not vary between search-based products and experience-based products in the case of attractive live streamers. The present study provides evidence for 'beauty premium' in live-streaming e-commerce and sheds light on the design of the match between live streamers and different types of products.
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Registered trials
Read under generation 80e0d062 · epoch 390. Bibliography from PubMed, PubMed Central and OpenAlex; grants from NIH RePORTER; trial links from ClinicalTrials.gov; estimates, votes and beliefs from the OpenQuestion graph.