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

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.

Analysis of Purchasing Intention in the Fashion Industry: Enhancing Product Sales through Live Commerce Streaming

“…Ma (2022) emphasizes its transformative impact, highlighting those businesses using live shopping platform experience significantly enhanced customer interaction and satisfaction. A study by Chen et al (2022) supports this, finding that effective live-streaming marketing strategies led to a 20% increase in sales and a 15% increase in customer satisfaction for fashion brands. These findings highlight the potential of live streaming to facilitate immediate and interactive communication between sellers and consumers, which is especially beneficial for Indonesian fashion SMEs, as they can directly address customer concerns and showcase products in real time.…”

Visual Heatmap Analysis of Happy Meal Advertise on Citra Pariwara 2022 Award using InstantEye Tracker

“…So this analysis is also based on the problem and the possibility of finding ways to extract new advertising ideas by applying two basic strategies that are commonly carried out in art research, in this case advertising art, which include: first looking at the physical work of art (advertising), and the second is through exploring the context of the setting (space and time) when the work is related [16,17]. Also the application of technology-based methods in response to the development of the digital world today where advertisements and visual communication design works are scattered on smartphone screens and other digital devices [18,19].…”

Decisão De Compra Em Social Commerce: Uma Análise Do Processamento Da Informação Visual Na Escolha De Produtos Eletrônicos

“…Em meio à carga de informações sensoriais percebida pelos indivíduos continuamente há um domínio dos estímulos visuais (MAHANAMA et al, 2022), que são responsáveis por 80% das informações processadas (CHEN et al, 2022). Assim, segundo a Teoria do Processamento da Informação Visual, atitudes, emoções e comportamentos são influenciados e podem ser resultado do que os indivíduos observaram (KIM et al, 2021).…”

“…O comércio eletrônico tradicional baseia-se principalmente em recursos como categorização de produtos, mecanismos de pesquisa, carrinho de compras e sistemas de recomendação suportados por pesquisas e compras anteriores, como formas de aprimorar a eficiência do comportamento de compra online. Por outro lado, o social commerce possui uma faceta social indispensável que constitui o ponto nevrálgico para a utilização por parte dos usuários (HU et al, 2022), alicerçando-se nas relações sociais como apoio às transações comerciais (CHEN;SHEN, 2015) e desempenhando um papel significativo no marketing, permitindo que os usuários compartilhem informações sobre produtos e serviços, como avaliações e opiniões (CUTSHALL; CHANGCHIT; PHAM, 2020).…”

“…Ainda, entendese que a proposição de diferentes métodos para a pesquisa organizacional, conforme clamam Meißner e Oll (2017) com relação ao rastreamento ocular, abre novos caminhos e permite o avanço dessa área da ciência. Nesse sentido, a pesquisa realizada soma-se àquelas que investigam a atenção por meio da Teoria do Processamento da Informação Visual (BOROZAN; LORETA; RICCARDO, 2021;CHEN et al, 2022;KIM et al, 2021), empreendendo uma investigação no que tange ao contexto de compra online e à relevância dos critérios de decisão do social commerce.…”