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

Kód výsledku v 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>

Výsledek na webu

<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>

Jazyk výsledku

angličtina

Název v původním jazyce

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

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

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

Popis výsledku anglicky

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.

Druh

J_imp - Článek v periodiku v databázi Web of Science

CEP obor

—

OECD FORD obor

50204 - Business and management

Projekt

<a href="/cs/project/EF16_017%2F0002334" target="_blank" >EF16_017/0002334: Výzkumná infrastruktura pro mladé vědce</a><br>

Návaznosti

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

Rok uplatnění

2024

Kód důvěrnosti údajů

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

Název periodika

Frontiers in Human Neuroscience

ISSN

1662-5161

e-ISSN

1662-5161

Svazek periodika

18

Číslo periodika v rámci svazku

18 November

Stát vydavatele periodika

CH - Švýcarská konfederace

Počet stran výsledku

12

Strana od-do

1411685

Kód UT WoS článku

001367329400001

EID výsledku v databázi Scopus

2-s2.0-85211175066