Welcome to Francis Academic Press

Academic Journal of Business & Management, 2023, 5(1); doi: 10.25236/AJBM.2023.050120.

An Eye Tracking Study of Live E-commerce: The Impact of Hosts’ Channel Background on Consumers’ Attention to Products


Sheng Haotian1, Wang Yubin2

Corresponding Author:
Sheng Haotian

1University of Notre Dame, IN, 46556, USA

2Rutgers University, NJ, 08854, USA


Nowadays, livestream shopping has become a new drastically growing segment of e-commerce. Since it’s more interactive and direct comparing to traditional online shopping. It brings benefits for consumers and new opportunities for merchants. Typically, there would be at least one host in a livestream session who is responsible for interacting with consumers. More and more merchants are combining influencer e-commerce and livestream shopping together. They invite influencers as the host to sell products in a live session. This research investigated if the consistency between the influencer’s channel background and the product type would affect people’s attention to promoted products. An eye tracker was used to record people’s visual data during the experiment. This helps quantify people’s attention in a live session. 25 participants in total were recruited for this study. Eye tracking parameters including first fixation duration, total fixation duration, and fixation count were analysed. According to the result, when the host’s background was consistent with the product type, people’s attention to products was not significantly increased. This finding could facilitate the development of live e-commerce. When identifying influencers to promote products in a livestream session, influencer’s channel backgrounds are not critical factors to take into consideration. Merchants may focus on other aspects, such as the number of subscribers or their stickiness. The above findings contributes to the development of the livestream shopping business.


live-stream; e-commerce; eye-tracking; host; influencer

Cite This Paper

Sheng Haotian, Wang Yubin. An Eye Tracking Study of Live E-commerce: The Impact of Hosts’ Channel Background on Consumers’ Attention to Products. Academic Journal of Business & Management (2023) Vol. 5, Issue 1: 138-142. https://doi.org/10.25236/AJBM.2023.050120.


[1] Ezekiel, A. O. (2021). Marketing Strategies: From Door to Door to Evangelism to E-Commerce, and M-Commerce Marketing. European Journal of Management and Marketing Studies, 6(3). https://doi.org/10.46827/ejmms.v6i3.1076

[2] Armstrong, A., & Hagel, J. (2000). The Real Value of Online Communities. Knowledge and Communities, 85–95. https://doi.org/10.1016/b978-0-7506-7293-1.50009-3

[3] Niranjanamurthy, M., Kavyashree, N., Jagannath, S., & Chahar, D. (2013). Analysis of e-commerce and m-commerce: advantages, limitations and security issues. International Journal of Advanced Research in Computer and Communication Engineering, 2(6), 2360-2370.

[4] It’s showtime! How live commerce is transforming the shopping experience. (2021, July 22). McKinsey & Company. https://www.mckinsey.com/capabilities/mckinsey-digital/our-insights/its-showtime-how-live-commerce-is-transforming-the-shopping-experience?cid=other-eml-dre-mip-mck

[5] Larson, K. (2021, March 27). Retailers Embrace Livestreaming, Market Expected To Reach $11 Billion in 2021. Forbes. https://www.forbes.com/sites/kristinlarson/2021/03/27/retailers-embrace-livestreaming-market-expected-to-reach-11-billion-in-2021/?sh=28bdac642fde

[6] Bhatti, A., Akram, H., Basit, H. M., Khan, A. U., Raza, S. M., & Naqvi, M. B. (2020). E-commerce trends during COVID-19 Pandemic. International Journal of Future Generation Communication and Networking, 13(2), 1449-1452.

[7] Li, M., Wang, Q., & Cao, Y. (2022). Understanding Consumer Online Impulse Buying in Live Streaming E-Commerce: A Stimulus-Organism-Response Framework. International Journal of Environmental Research and Public Health, 19(7), 4378. https://doi.org/10.3390/ijerph19074378

[8] Qing, C., & Jin, S. (2022b). What Drives Consumer Purchasing Intention in Live Streaming E-Commerce? Frontiers in Psychology, 13. https://doi.org/10.3389/fpsyg.2022.938726

[9] Xie, C., Yu, J., Huang, S. S., & Zhang, J. (2022). Tourism e-commerce live streaming: Identifying and testing a value-based marketing framework from the live streamer perspective. Tourism Management, 91, 104513. https://doi.org/10.1016/j.tourman.2022.104513

[10] Clement, A. P., Jiaming, F., & Li, L. (2020). Green advertising and purchase decisions in live-streaming B2C and C2C interactive marketing. International Journal of Information and Management Sciences, 31(2), 191-212.

[11] Hsu, K. K. (n.d.). Discussion on the Live Broadcast of Social Media and E-Commerce. AIS Electronic Library (AISeL). Retrieved November 4, 2022, from https://aisel.aisnet.org/iceb2019/10/

[12] Sun, Y. (2020). Analysis of Impulsive Buying Behavior in Live Broadcast Scenarios. Education Reform and Development, 2(2). https://doi.org/10.26689/erd.v2i2.2135

[13] Chopra, A., Avhad, V., & Jaju, A. S. (2020b). Influencer Marketing: An Exploratory Study to Identify Antecedents of Consumer Behavior of Millennial. Business Perspectives and Research, 9(1), 77–91. https://doi.org/10.1177/2278533720923486