Visual patterns and consumer purchase intention: a study in international social media marketing

Purpose This study aims to analyze how the integration of visual attention patterns, alongside traditional components of the theory of planned behavior (TPB), influences purchase intentions of international consumers on social networks. The research explores the under-examined role of visual engagement, particularly eye-tracking metrics such as fixations and saccades, in shaping purchase decisions in a global context. Design/methodology/approach A quantitative methodology was employed, using regression models to assess the impact of visual attention patterns on purchase intention. Eye-tracking data were collected to capture visual engagement metrics, including fixations and saccades, and these were integrated with the traditional TPB framework to evaluate their combined effect on consumer behavior. Findings The results reveal that integrating visual attention patterns significantly enhances the predictive power of traditional TPB models. The study also demonstrates that visual patterns interact with psychological factors, such as subjective norms and perceived behavioral control, modulating their influence on PI rather than acting independently. Originality/value This study offers a novel empirical contribution by integrating objective visual attention metrics – specifically eye-tracking indicators such as time to first fixation, number of fixations and number of saccades – into the TPB. While prior studies have examined TPB components in digital marketing, this is the first to empirically test the moderating role of eye-tracking variables within the TPB model using an international sample and real luxury brand stimuli on social media. The results offer fresh empirical insights for both academic theory and global marketing practice.