Examining the neural mechanisms of live-streaming visual perspectives on consumer purchasing behavior

Purpose Product presentations on e-commerce live-streaming platforms aim to capture consumers’ attention and convey product attributes, influencing their purchasing behavior. Therefore, this study aims to analyze online product presentations from visual perspectives, particularly focusing on potential neural mechanisms. It explores how different visual perspectives (first-person vs third-person) impact consumers’ viewing and purchase intentions. Design/methodology/approach This study uses event-related potential (ERP) experimental methods to investigate the neurophysiological characteristics exhibited by individuals under different visual perspectives during live-streaming product presentations. Findings The results show that at the behavioral level, consumers prefer live streaming with a third-person perspective to a first-person perspective. The ERP findings reveal that the third-person perspective increases the complexity of visual processing and the depth of cognitive assessment among consumers; in contrast, the first-person perspective attracts more attention, resulting in higher N1, P2 and N2 components. Furthermore, consumers exhibit stronger emotional responses to hedonic products, reflected in a higher N300 component. Originality/value This study reveals the influence mechanism of different visual perspectives on consumer purchase decisions in live-streaming product presentation through ERP technology, which provides a strong scientific basis for optimizing marketing strategies in the e-commerce live-streaming domain.