The impact of floating windows on consumers experience in live broadcasts: Evidence from an eye movement
Year: 2025
Type: article
Abstract: OBJECTIVE: The setting of the floating window in the shopping live broadcast provides additional visual elements for consumers, broadens the channel for consumers to understand the product information, and also affects consumers' visual attention and shopping experience. Based on this, the research aims to explore the influence of floating window characteristics on consumers' live broadcast experience. METHODS: Based on the Stimulus-Organism-Response model, the research constructs a research framework to explain the influence mechanism of floating window characteristics on the live broadcast experience for shopping. At the same time, combined with eye movement experiments and questionnaires, 40 Chinese students were used as samples to obtain the necessary data for empirical analysis. RESULTS: The results show that, on the one hand, the content and position characteristics of floating windows significantly affect consumers' emotional state and behavioral intention. At the same time, arousal has a partial mediating effect between floating window characteristics and live broadcast experience. On the other hand, gender factors have an impact on emotional state and visual attention, but no gender difference was found in purchase intention. CONCLUSIONS: As a critical interface medium, the characteristics of floating windows influence consumers' live broadcast experience and decision-making processes. Through integrating measurements across subjective and objective dimensions, the research assists platforms and businesses to systematically plan the floating window strategy from the perspective of consumer experience architecture, thereby enabling more efficient information delivery and business conversion.
Source: Acta Psychologica
Authors: Xiangdong Luo, Meng Wu, Xiying Zhang, Bo Li, Wei Qiang, Zhetao Zhang
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: gold
Estimated APC paid: $2,670
OpenAlex ID: W4416829724