Exploring consumers’ perceptions of online purchase decision factors: electroencephalography and eye-tracking evidence
IntroductionConsumer behavior on the Internet is influenced by factors that can affect consumers’ perceptions and attention to products. Understanding these processes at the neurobiological level can help to understand consumers’ implicit responses to marketing stimuli. The objective of this study i...
Saved in:
| Main Authors: | , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Frontiers Media S.A.
2024-11-01
|
| Series: | Frontiers in Human Neuroscience |
| Subjects: | |
| Online Access: | https://www.frontiersin.org/articles/10.3389/fnhum.2024.1411685/full |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| _version_ | 1846164564529381376 |
|---|---|
| author | Michal Pšurný Stanislav Mokrý Jana Stavkova |
| author_facet | Michal Pšurný Stanislav Mokrý Jana Stavkova |
| author_sort | Michal Pšurný |
| collection | DOAJ |
| description | IntroductionConsumer behavior on the Internet is influenced by factors that can affect consumers’ perceptions and attention to products. Understanding these processes at the neurobiological level can help to understand consumers’ 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.MethodsUsing 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).ResultsBy 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.DiscussionThe 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’ knowledge of their need satisfaction behavior. |
| format | Article |
| id | doaj-art-a3c62b0b521e4c1cbe3db2e951278e46 |
| institution | Kabale University |
| issn | 1662-5161 |
| language | English |
| publishDate | 2024-11-01 |
| publisher | Frontiers Media S.A. |
| record_format | Article |
| series | Frontiers in Human Neuroscience |
| spelling | doaj-art-a3c62b0b521e4c1cbe3db2e951278e462024-11-18T04:22:35ZengFrontiers Media S.A.Frontiers in Human Neuroscience1662-51612024-11-011810.3389/fnhum.2024.14116851411685Exploring consumers’ perceptions of online purchase decision factors: electroencephalography and eye-tracking evidenceMichal PšurnýStanislav MokrýJana StavkovaIntroductionConsumer behavior on the Internet is influenced by factors that can affect consumers’ perceptions and attention to products. Understanding these processes at the neurobiological level can help to understand consumers’ 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.MethodsUsing 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).ResultsBy 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.DiscussionThe 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’ knowledge of their need satisfaction behavior.https://www.frontiersin.org/articles/10.3389/fnhum.2024.1411685/fullutilitarian and hedonic consumptionEEG and consumer behavioronline purchase behaviorevent-related potentials (ERP)eye-tracing integrationconsumer attention |
| spellingShingle | Michal Pšurný Stanislav Mokrý Jana Stavkova Exploring consumers’ perceptions of online purchase decision factors: electroencephalography and eye-tracking evidence Frontiers in Human Neuroscience utilitarian and hedonic consumption EEG and consumer behavior online purchase behavior event-related potentials (ERP) eye-tracing integration consumer attention |
| title | Exploring consumers’ perceptions of online purchase decision factors: electroencephalography and eye-tracking evidence |
| title_full | Exploring consumers’ perceptions of online purchase decision factors: electroencephalography and eye-tracking evidence |
| title_fullStr | Exploring consumers’ perceptions of online purchase decision factors: electroencephalography and eye-tracking evidence |
| title_full_unstemmed | Exploring consumers’ perceptions of online purchase decision factors: electroencephalography and eye-tracking evidence |
| title_short | Exploring consumers’ perceptions of online purchase decision factors: electroencephalography and eye-tracking evidence |
| title_sort | exploring consumers perceptions of online purchase decision factors electroencephalography and eye tracking evidence |
| topic | utilitarian and hedonic consumption EEG and consumer behavior online purchase behavior event-related potentials (ERP) eye-tracing integration consumer attention |
| url | https://www.frontiersin.org/articles/10.3389/fnhum.2024.1411685/full |
| work_keys_str_mv | AT michalpsurny exploringconsumersperceptionsofonlinepurchasedecisionfactorselectroencephalographyandeyetrackingevidence AT stanislavmokry exploringconsumersperceptionsofonlinepurchasedecisionfactorselectroencephalographyandeyetrackingevidence AT janastavkova exploringconsumersperceptionsofonlinepurchasedecisionfactorselectroencephalographyandeyetrackingevidence |