Effects of anchor characteristics and product attributes on consumer purchase decisions in live streaming sales: evidence from an eye-tracking study.

As live streaming sales have become a significant model in e-commerce, a critical scientific question arises: how should the characteristics of anchor combinations be matched with product attributes to enhance consumers' purchase intention? Based on a 5 × 2 × 2 experimental design, this study investigates the interactive effects of anchor combination mode (single male, single female, male pair, female pair, mixed-gender pair), product type (search-based vs. experience-based), and the gender orientation of the target audience (male-oriented vs. female-oriented) on consumers' purchase intention. The study recruited 95 participants and employed a multi-dimensional quantitative approach combining eye-tracking technology with self-report scales. Metrics such as average pupil diameter, fixation duration, and total number of fixations were used to capture consumers' cognitive load and visual attention distribution during the decision-making process. Data analysis utilized repeated-measures analysis of variance (ANOVA), supplemented by post-hoc tests and simple effect analysis to reveal interactions and specific differences among variables. The results indicate a dual-pathway mechanism in live streaming consumption decisions: a Bottom-Up Pathway for processing product information and a Top-Down Pathway for social evaluation of the anchor. These two pathways show functional dissociation between eye-tracking metrics and behavioral intentions. This research provides empirical evidence and practical guidance for brands to precisely configure anchor combinations based on product attributes and to employ a "mixed-gender pairing" strategy to mitigate the risks associated with gender mismatch.