IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v14y2022i12p7494-d842933.html
   My bibliography  Save this article

Employing Eye Tracking to Study Visual Attention to Live Streaming: A Case Study of Facebook Live

Author

Listed:
  • Hsuan-Chu Chen

    (Department of Digital Media Design, Chang Jung Christian University, Tainan 711301, Taiwan)

  • Chun-Chia Wang

    (School of Information and Design, Chang Jung Christian University, Tainan 711301, Taiwan)

  • Jason C. Hung

    (Department of Computer Science and Information Engineering, National Taichung University of Science and Technology, Taichung City 404348, Taiwan)

  • Cheng-Yu Hsueh

    (Bachelor Degree Program in Smart Life Application, Chang Jung Christian University, Tainan 711301, Taiwan)

Abstract

In recent years, the COVID-19 pandemic has led to the development of a new business model, “Live Streaming + Ecommerce”, which is a new method for commercial sales that shares the goal of sustainable economic growth (SDG 8). As information technology finds its way into the digital lives of internet users, the real-time and interactive nature of live streaming has overturned the traditional entertainment experience of audio and video content, moving towards a more nuanced division of labor with multiple applications. This study used a portable eye tracker to collect eye movement information from participants watching Facebook Live, with 31 participants who had experience using the live streaming platform. The four eye movement indicators, namely, latency of first fixation (LFF), duration of first fixation (DFF), total fixation durations (TFD), and the number of fixations (NOF), were used to analyze the distribution of the visual attention in each region of interest (ROI) and explore the study questions based on the ROIs. The findings of this study were as follows: (1) the fixation order of the ROIs in the live ecommerce platform differed between participants of different sexes; (2) the DFF of the ROIs in the live ecommerce platform differed among participants of different sexes; and (3) regarding the ROIs of participants on the live ecommerce platform, participants of different sexes showed the same attention to the live products according to the TFD and NOF eye movement indicators. This study explored the visual search behaviors of existing consumers watching live ecommerce and provides the results as a reference for operators and researchers of live streaming platforms.

Suggested Citation

  • Hsuan-Chu Chen & Chun-Chia Wang & Jason C. Hung & Cheng-Yu Hsueh, 2022. "Employing Eye Tracking to Study Visual Attention to Live Streaming: A Case Study of Facebook Live," Sustainability, MDPI, vol. 14(12), pages 1-16, June.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:12:p:7494-:d:842933
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/14/12/7494/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/14/12/7494/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Wongkitrungrueng, Apiradee & Assarut, Nuttapol, 2020. "The role of live streaming in building consumer trust and engagement with social commerce sellers," Journal of Business Research, Elsevier, vol. 117(C), pages 543-556.
    2. Chun-Chia Wang & Jason C. Hung & Hsuan-Chu Chen, 2021. "How Prior Knowledge Affects Visual Attention of Japanese Mimicry and Onomatopoeia and Learning Outcomes: Evidence from Virtual Reality Eye Tracking," Sustainability, MDPI, vol. 13(19), pages 1-28, October.
    3. Prince Clement Addo & Fang Jiaming & Nora Bakabbey Kulbo & Li Liangqiang, 2020. "COVID-19: fear appeal favoring purchase behavior towards personal protective equipment," The Service Industries Journal, Taylor & Francis Journals, vol. 40(7-8), pages 471-490, June.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Zheng, Run & Li, Zhuyuan & Na, Sanggyun, 2022. "How customer engagement in the live-streaming affects purchase intention and customer acquisition, E-tailer's perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    2. Xiang Lin & Martin Thomas Falk, 2022. "Nordic stock market performance of the travel and leisure industry during the first wave of Covid-19 pandemic," Tourism Economics, , vol. 28(5), pages 1240-1257, August.
    3. Jie Feng & Jian Li & Wuyang Hu & Gucheng Li, 2022. "Public Interest, Risk, Trust, and Personal Protective Equipment Purchase and Usage: Face Masks Amid the COVID-19 Pandemic," IJERPH, MDPI, vol. 19(9), pages 1-16, May.
    4. Yang, Wenting & Govindan, Kannan & Zhang, Jiantong, 2023. "Spillover effects of live streaming selling in a dual-channel supply chain," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 180(C).
    5. Wang, Siqi & Cheah, Jun-Hwa & Lim, Xin-Jean & Leong, Yee Choy & Choo, Wei Chong, 2022. "Thanks COVID-19, I'll reconsider my purchase: Can fear appeal reduce online shopping cart abandonment?," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    6. Luo, Xi & Cheah, Jun-Hwa & Hollebeek, Linda D. & Lim, Xin-Jean, 2024. "Boosting customers’ impulsive buying tendency in live-streaming commerce: The role of customer engagement and deal proneness," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
    7. Prarawan Senachai & Puthipong Julagasigorn, 2024. "Retail mix instruments influencing customer perceived value and customer engagement: a conceptual framework and research agenda," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-14, December.
    8. Chih-Ching Yu & Ching Lu, 2023. "Reassessing the Impact of Fear Appeals in Sustainable Consumption Communication: An Investigation into Message Types and Message Foci," Sustainability, MDPI, vol. 15(23), pages 1-18, November.
    9. Wenkun Zhang & Yanan Wang & Tao Zhang, 2021. "Can “Live Streaming†Really Drive Visitors to the Destination? From the Aspect of “Social Presenceâ€," SAGE Open, , vol. 11(1), pages 21582440211, March.
    10. Herjanto, Halimin & Amin, Muslim & Purington, Elizabeth F., 2021. "Panic buying: The effect of thinking style and situational ambiguity," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    11. Jian Wang & Fakhar Shahzad & Zeeshan Ahmad & Muhammad Abdullah & Nadir Munir Hassan, 2022. "Trust and Consumers’ Purchase Intention in a Social Commerce Platform: A Meta-Analytic Approach," SAGE Open, , vol. 12(2), pages 21582440221, April.
    12. Zhang, Cong & Pan, Siyu & Zhao, Yanhui, 2024. "More is not always better: Examining the drivers of livestream sales from an information overload perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
    13. Liao, Miyan & Fang, Jiaming & Han, Lintong & Wen, Ling & Zheng, Qiqi & Xia, Guoen, 2023. "Boosting eCommerce sales with livestreaming in B2B marketplace: A perspective on live streamers’ competencies," Journal of Business Research, Elsevier, vol. 167(C).
    14. Xu, Xiaoping & Yang, Yuanyuan & Zhang, Juzhi & Cheng, T.C.E., 2023. "Live streaming platform operations and coordination under the cap-and-trade regulation: Platform-enabled mode versus platform-agency mode," International Journal of Production Economics, Elsevier, vol. 260(C).
    15. Jiang, Yangyang & Stylos, Nikolaos, 2021. "Triggers of consumers’ enhanced digital engagement and the role of digital technologies in transforming the retail ecosystem during COVID-19 pandemic," Technological Forecasting and Social Change, Elsevier, vol. 172(C).
    16. Cheng Liu & Cheuk-Kwan Sun & Yu-Chia Chang & Shang-Yu Yang & Tao Liu & Cheng-Chia Yang, 2021. "The Impact of the Fear of COVID-19 on Purchase Behavior of Dietary Supplements: Integration of the Theory of Planned Behavior and the Protection Motivation Theory," Sustainability, MDPI, vol. 13(22), pages 1-17, November.
    17. Gupta, Shipra & Coskun, Merve, 2021. "The influence of human crowding and store messiness on consumer purchase intention– the role of contamination and scarcity perceptions," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    18. Sirui Li & Ying Liu & Jing Su & Litao Duan & Hui Fu, 2024. "Men resist men: streamer-consumer gender match for advertising the functional benefits of heterogeneously priced utilitarian products," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-13, December.
    19. Muhammad Umair Wattoo & Syed Muhammad Javed Iqbal, 2022. "Unhiding Nexus Between Service Quality, Customer Satisfaction, Complaints, and Loyalty in Online Shopping Environment in Pakistan," SAGE Open, , vol. 12(2), pages 21582440221, May.
    20. Peter L. Borland & Kevin McDonnell & Mary Harty, 2023. "Assessment of the Potential to Use the Expelled Heat Energy from a Typical Data Centre in Ireland for Alternative Farming Methods," Energies, MDPI, vol. 16(18), pages 1-32, September.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:14:y:2022:i:12:p:7494-:d:842933. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.