Users' Emotional Experiences in Online Shopping: Effects of Design Components

Esra Özmen; Ersin Karaman; Nurcan Alkış Bayhan

doi:10.26466/opusjsr.1063894

EN

Users' Emotional Experiences in Online Shopping: Effects of Design Components

Abstract

This study aimed to investigate whether users experience an emotional change or not when they focus on design components on e-commerce web pages during shopping process. In this context, a usability study was conducted with participants involved in a real shopping process. In the study, pulse, EEG, Galvanic skin response, eye movements and facial expressions data were collected during shopping process. A total of 32 participants took part in the study. According to the three most focused design components on the web page, "menu and categories", "advertisement" and "search", it was statistically analyzed whether there was a change in the emotions of the participants. As a result, when the participants focused on the "menu and categories" and "advertisement" component, a difference was obtained in the pulse data. In addition, there was a difference in the EEG data compared when they focused on the "menu and categories" and "search" components. Finally, significant differences were also obtained from EEG data when they focused on the "Advertisement" and "Search" components.

Keywords

EEG , Pulse , E-Commerce , User Experience , Emotion Change

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Details

Primary Language

English

Subjects

-

Journal Section

Research Article

Authors

Esra Özmen
0000-0001-6661-3473
Türkiye

Ersin Karaman ^*
0000-0002-6075-2779
Türkiye

Nurcan Alkış Bayhan
0000-0002-6393-8907
Türkiye

Publication Date

January 30, 2022

Submission Date

October 12, 2021

Acceptance Date

December 25, 2022

Published in Issue

Year 2022 Volume: 19 Number: 45

DOI

https://doi.org/10.26466/opusjsr.1063894

IZ

https://izlik.org/JA78ZC67KR

APA

Özmen, E., Karaman, E., & Alkış Bayhan, N. (2022). Users’ Emotional Experiences in Online Shopping: Effects of Design Components. OPUS Journal of Society Research, 19(45), 6-18. https://doi.org/10.26466/opusjsr.1063894

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Frontiers in Psychology

https://doi.org/10.3389/fpsyg.2022.892347

Users' Emotional Experiences in Online Shopping: Effects of Design Components

Users' Emotional Experiences in Online Shopping: Effects of Design Components

Abstract

Keywords

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References

Details

Primary Language

Subjects

Journal Section

Authors

Publication Date

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Acceptance Date

Published in Issue

DOI

IZ

Cite

Cited By

The Correlation Analysis for New Media Internet Celebrity Economy in College Students’ Entrepreneurial Values and Entrepreneurial Behavior

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