关键词: 直播电商, 社交线索, 注意力分配, 购买意愿

Abstract: When faced with complex social cues, the mechanism of how viewers allocate their attention remains unclear. This paper uses the neuroscience method of eye tracking experiments to explore the influence of various social cues in live streaming rooms on consumers' purchase intention. The research focuses on the host explanation cues and barrage interaction cues in the live streaming rooms, and divides attention into endogenous attention and exogenous attention. The research findings are as follows: There is a significant negative correlation between exogenous attention and endogenous attention; there is a significant positive correlation between the level of barrage interaction and the attention in the exogenous area of interest, and there is a significant positive correlation between the attractiveness level of the host's explanation and the fixation duration in the endogenous area of interest; the attention in the endogenous area of interest has a significant positive correlation with consumers' purchase intention; as for the exogenous area of interest, it should be discussed in combination with the attractiveness level of the host's explanation. The research conclusions reveal the attention characteristics of social cues in live streaming rooms, as well as the mechanism of attention capture and attention transfer. The research provides effective strategies and practical suggestions for platforms and merchants to attract consumers' attention. At the same time, the application of the eye tracking experimental method provides a new perspective for the study of consumer behavior.

Key words: Live Streaming E-commerce, Social Cues, Attention Allocation, Purchase Intentions