Gender Differences in Selective Attention and Shopping Intention in the case of Taobao Live-show: An Eye-Tracking Study

Live-show video was introduced into electronic marketing place two years ago. However, it still remains unknown how such new communication ways between buyers and sellers influence individual online shopping intention. How the limited attention resource would be assigned to the main information of endogenous and exogenous cues in the video, and then lead to shopping intention become interesting and important research questions. This study examines these questions from the view of gender difference and social influence with eye-tracking tool. An experiment is designed to capture the visual pattern of selective attention to endogenous and exogenous cues when participants watching Taobao live-show video. Data from Eye-tracking index and questionnaire will be collected to validate the proposed model. Potential contributions and implications for future research are discussed