An Experimental Study on Investigating Purchase Decisions of Touristic Consumers About Touristic Product Depending on Website Design Features
Öz
The purpose of the study is to determine the website design features and therefore differences in touristic product perception levels, depending on the demographics and touristic type of touristic consumers in the tourism marketing. In this way, we would like to identify whether there is a difference in the touristic product purchase decisions based on their perception levels. Data in the study were collected by using EEG (Electroencephalography) and eye tracking methods. Consumers, who participated in the experiment voluntarily, watched a 117-second video. Microvolt level quantitative data were obtained via the EEG method from the subjects from AF3, F7, F8, F3, F4 and AF4 bands in their prefrontal lobe areas. Eye tracking data is composed of quantitative numbers including the subjects’ focusing periods and number of subjects on which consumers focused. This is the first study examining the touristic product purchase decision with neuroimaging techniques. The findings will have an important impact on strategic decisions about website design features. The study holds a unique value in terms of data analyses via Electroencephalography (EEG) and Eye Tracking methods in the determination of the effect of website design features on the touristic product purchase decision
Anahtar Kelimeler
Turizm Pazarlaması, Turist Tipi Website, EEG, Satın Alma Kararı, Turistik Tüketici
Kaynakça
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