Paper Number

ECIS2026-1924

Paper Type

SP

Abstract

Although live streaming e-commerce (LSE) is rapidly expanding, streamers often struggle to sustain viewer attention during product presentation due to limited cognitive resources and visual distractions. This may hinder viewers’ understanding of products, increase uncertainty, and undermine purchasing decisions. While prior research has focused on streamers’ language style or perceived product details, no research has examined visual features of streamer’ product presentation. To address this gap, we draw on Visual Attention Theory to investigate how streamers’ product presentation actions influence subsequent purchasing decisions and explore the underlying mechanisms. Results reveal that size increase and color salience positively influence subsequent purchasing decisions, whereas greater position shift distance away from the screen center negatively affects subsequent purchase decision. Congruency mediates these effects, while product type moderates the main effects. This study advances theoretical and practical understanding by highlighting how dynamic product presentation enhances product sales.

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Jun 14th, 12:00 AM

Selling In Motion: The Impact Of Dynamic Product Presentation On Subsequent Purchase Decisions In Live Streaming E-Commerce

Although live streaming e-commerce (LSE) is rapidly expanding, streamers often struggle to sustain viewer attention during product presentation due to limited cognitive resources and visual distractions. This may hinder viewers’ understanding of products, increase uncertainty, and undermine purchasing decisions. While prior research has focused on streamers’ language style or perceived product details, no research has examined visual features of streamer’ product presentation. To address this gap, we draw on Visual Attention Theory to investigate how streamers’ product presentation actions influence subsequent purchasing decisions and explore the underlying mechanisms. Results reveal that size increase and color salience positively influence subsequent purchasing decisions, whereas greater position shift distance away from the screen center negatively affects subsequent purchase decision. Congruency mediates these effects, while product type moderates the main effects. This study advances theoretical and practical understanding by highlighting how dynamic product presentation enhances product sales.

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