TY - GEN
T1 - EEG-based Online Purchase Decisions and Preferences in Neuromarketing Considering Eco-design
AU - Lee, C. K.M.
AU - Au, M. Y.
AU - Keung, K. L.
N1 - Publisher Copyright:
© 2023 IEEE.
PY - 2023/12
Y1 - 2023/12
N2 - This paper examines the importance of different features that can be displayed on a website environment and their impact on customers' preferences, decisions, and behavior. The features under investigation in this research include promotional offers, product information, electronic word of mouth, sustainability, warm-tone color, cool-tone color, and music. The study focuses specifically on the fashion retail industry, aiming to provide insights for improving website environments to attract more customers. To investigate the effect of different features on customers' preferences and decisions, a research model based on the Theory of Planned Behavior and the Stimulus-Organism-Response model has been proposed. The study also incorporates the use of Electroencephalogram (EEG) technology from neuromarketing research. Participants in the experiment were asked to wear a device that detects their brain activity during the experimental setup. The results of the study revealed that factors such as promotional offers, colors, and music significantly influence customers' purchase behavior.
AB - This paper examines the importance of different features that can be displayed on a website environment and their impact on customers' preferences, decisions, and behavior. The features under investigation in this research include promotional offers, product information, electronic word of mouth, sustainability, warm-tone color, cool-tone color, and music. The study focuses specifically on the fashion retail industry, aiming to provide insights for improving website environments to attract more customers. To investigate the effect of different features on customers' preferences and decisions, a research model based on the Theory of Planned Behavior and the Stimulus-Organism-Response model has been proposed. The study also incorporates the use of Electroencephalogram (EEG) technology from neuromarketing research. Participants in the experiment were asked to wear a device that detects their brain activity during the experimental setup. The results of the study revealed that factors such as promotional offers, colors, and music significantly influence customers' purchase behavior.
KW - EEG
KW - Neuromarketing
KW - Online Purchase
KW - Theory of Planned Behavior
UR - http://www.scopus.com/inward/record.url?scp=85186095535&partnerID=8YFLogxK
U2 - 10.1109/IEEM58616.2023.10406877
DO - 10.1109/IEEM58616.2023.10406877
M3 - Conference article published in proceeding or book
AN - SCOPUS:85186095535
T3 - 2023 IEEE International Conference on Industrial Engineering and Engineering Management, IEEM 2023
SP - 1748
EP - 1752
BT - 2023 IEEE International Conference on Industrial Engineering and Engineering Management, IEEM 2023
PB - Institute of Electrical and Electronics Engineers Inc.
T2 - 2023 IEEE International Conference on Industrial Engineering and Engineering Management, IEEM 2023
Y2 - 18 December 2023 through 21 December 2023
ER -