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Brain Sci. 2019 Oct 31;9(11). pii: E301. doi: 10.3390/brainsci9110301.

Exploring Shopper's Browsing Behavior and Attention Level with an EEG Biosensor Cap.

Author information

1
Department of Information Management, National Yunlin University of Science and Technology, Douliou, Yunlin 64002, Taiwan. shihdh@yuntech.edu.tw.
2
Department of Information Management, National Yunlin University of Science and Technology, Douliou, Yunlin 64002, Taiwan. qq1214x@yahoo.com.tw.
3
Department of Finance, National Yunlin University of Science and Technology, Douliou, Yunlin 64002, Taiwan. D10424003@yuntech.edu.tw.

Abstract

The online shopping market is developing rapidly, meaning that it is important for retailers and manufacturers to understand how consumers behave online compared to when in brick-and-mortar stores. Retailers want consumers to spend time shopping, browsing, and searching for products in the hope a purchase is made. On the other hand, consumers may want to restrict their duration of stay on websites due to perceived risk of loss of time or convenience. This phenomenon underlies the need to reduce the duration of consumer stay (namely, time pressure) on websites. In this paper, the browsing behavior and attention span of shoppers engaging in online shopping under time pressure were investigated. The attention and meditation level are measured by an electroencephalogram (EEG) biosensor cap. The results indicated that when under time pressure shoppers engaging in online shopping are less attentive. Thus, marketers may need to find strategies to increase a shopper's attention. Shoppers unfamiliar with product catalogs on shopping websites are less attentive, therefore marketers should adopt an interesting style for product catalogs to hold a shopper's attention. We discuss our findings and outline their business implications.

KEYWORDS:

attention and meditation; brain computer interface; consumer behavior; electroencephalogram (EEG) biosensor

PMID:
31683586
DOI:
10.3390/brainsci9110301
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