Effects of anchor characteristics and product attributes on consumer purchase decisions in live streaming sales: evidence from an eye-tracking study
M
Ma Jun
Z
Zhou Xiaohong
Y
Yi Ding
W
Wei Lyu
W
Wen-gang Zhang
(Research Center for Global Change and Ecological Forecasting, Zhejiang Tiantong Forest Ecosystem National Observation and Research Station, Institute of Eco-Chongming, School of Ecological and Environmental Sciences, East China Normal University)
C
Chao Shen
(State Key Laboratory of Semiconductor Physics and Chip Technologies)
B
Bin-Xiu Xu
Article Details
Journal
Scientific Reports
Volume / Issue
Vol. 1, Issue 1
Published
June 20, 2026
ISSN
2045-2322
Publisher
Nature Portfolio
Authors (7)
M
Ma Jun
Z
Zhou Xiaohong
Y
Yi Ding
W
Wei Lyu
W
Wen-gang Zhang
Research Center for Global Change and Ecological Forecasting, Zhejiang Tiantong Forest Ecosystem National Observation and Research Station, Institute of Eco-Chongming, School of Ecological and Environmental Sciences, East China Normal University
C
Chao Shen
State Key Laboratory of Semiconductor Physics and Chip Technologies
B
Bin-Xiu Xu
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