Exploring consumers’ perceptions of online purchase decision factors: electroencephalography and eye-tracking evidence

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F62156489%3A43110%2F24%3A43925975" target="_blank" >RIV/62156489:43110/24:43925975 - isvavai.cz</a>

Result on the web

<a href="https://doi.org/10.3389/fnhum.2024.1411685" target="_blank" >https://doi.org/10.3389/fnhum.2024.1411685</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.3389/fnhum.2024.1411685" target="_blank" >10.3389/fnhum.2024.1411685</a>

Result language

angličtina

Original language name

Exploring consumers’ perceptions of online purchase decision factors: electroencephalography and eye-tracking evidence

Original language description

Introduction: Consumer behavior on the Internet is influenced by factors that can affect consumers&apos; perceptions and attention to products. Understanding these processes at the neurobiological level can help to understand consumers&apos; implicit responses to marketing stimuli. The objective of this study is to use electroencephalography (EEG) to investigate the differential effects of selected online purchase decision factors that are becoming increasingly important in online shopping. Methods: Using event-related potentials (ERPs) and simultaneous eye-tracking measurements, we identified differences in the perception of utilitarian and hedonic products when the products are exposed together with visual elements of the factors review, discount, and quantity discount. The ERP analysis focused on the P200 and late positive potential components (LPP). Results: By allowing free-viewing of stimuli during measurement, early automatic and later more complex attentional affective responses could be observed. The results suggest that the review and discount factors are processed faster than the product itself. However, the eye-tracking data indicate that the brain processes the factor without looking at it directly, i.e., from a peripheral view. Discussion: The study also demonstrates the possibilities of using new objective methods based on neurobiology and how they can be applied, especially in areas where the use of neuroscience is still rare, yet so much needed to objectify consumers&apos; knowledge of their need satisfaction behavior.

Czech name

—

Czech description

—

Type

J_imp - Article in a specialist periodical, which is included in the Web of Science database

CEP classification

—

OECD FORD branch

50204 - Business and management

Project

<a href="/en/project/EF16_017%2F0002334" target="_blank" >EF16_017/0002334: Research Infrastructure for Young Scientists</a><br>

Continuities

P - Projekt vyzkumu a vyvoje financovany z verejnych zdroju (s odkazem do CEP)<br>S - Specificky vyzkum na vysokych skolach

Publication year

2024

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Name of the periodical

Frontiers in Human Neuroscience

ISSN

1662-5161

e-ISSN

1662-5161

Volume of the periodical

18

Issue of the periodical within the volume

18 November

Country of publishing house

CH - SWITZERLAND

Number of pages

12

Pages from-to

1411685

UT code for WoS article

001367329400001

EID of the result in the Scopus database

2-s2.0-85211175066