From Attention to Emotion: Psychophysiological Drivers of Online Purchase Decisions

Öz

This study investigates the psychophysiological drivers of online purchase decisions by integrating both unconscious and conscious consumer responses. The research addresses a critical gap in the marketing and consumer behavior literature by demonstrating why traditional self-reported measures are insufficient in capturing the complexity of online customer experience (OCE). In an era where artificial intelligence and digital platforms significantly shape consumer journeys, it becomes essential to understand not only what consumers report but also how they unconsciously respond. To achieve this, we employed a multi-method approach that combined eye-tracking, electrodermal activity (EDA), and semi-structured in-depth interviews with 27 participants. The findings reveal that reliability (59%), prior experience (48%), and price (33%) are the most influential factors driving online purchasing decisions. Moreover, emotions such as enthusiasm, excitement, and interest emerged as dominant during the purchase process, supported by EDA signals. The study contributes to both theory and practice by highlighting the value of psychophysiological measures in consumer research, providing actionable implications for e-commerce businesses to optimize website design, pricing strategies, and customer engagement.

Anahtar Kelimeler

• Electrodermal Activity (EDA)
• Eye Tracking
• Online Customer Experience (OCE)
• Online Purchase Decision
• Psychophysiological Method

Etik Beyan

Research and publication ethics were strictly adhered to throughout all stages of the research. Ethical approval for this study was obtained from the Ethics Committee for Social and Humanities Research at Aydın Adnan Menderes University, under approval number 147 dated July 30, 2021.

Teşekkür

This article is derived from the corresponding author’s doctoral dissertation, completed in 2024 at Aydın Adnan Menderes University Institute of Social Sciences Department of Business Administration under the supervision of Prof. Hüseyin ŞENKAYAS.

Dikkatten Duyguya: Çevrimiçi Satın Alma Kararlarının Psikofizyolojik Etkenleri

Öz

Bu çalışma, bilinçsiz ve bilinçli tüketici tepkilerini birleştirerek çevrimiçi satın alma kararlarının psikofizyolojik etkenlerini araştırmaktadır. Araştırma, geleneksel öz bildirim ölçümlerinin çevrimiçi müşteri deneyiminin karmaşıklığını yakalamada neden yetersiz olduğunu göstererek pazarlama ve tüketici davranışı literatüründeki önemli bir boşluğu ele almaktadır. Yapay zekâ ve dijital platformların tüketici yolculuklarını önemli ölçüde şekillendirdiği bir çağda, tüketicilerin bildirdiklerini değil, bilinçsizce nasıl tepki verdiklerini de anlamak çok önemli hale gelmektedir. Çalışmada 27 katılımcıyla göz takibi, elektrodermal aktivite (EDA) ve yarı yapılandırılmış derinlemesine görüşmeleri birleştiren çok yöntemli bir yaklaşım kullanılmıştır. Bulgular, güvenilirlik (%59), önceki deneyim (%48) ve fiyat (%33) çevrimiçi satın alma kararlarını etkileyen en önemli faktörler olduğunu ortaya koymaktadır. Ayrıca, EDA sinyalleriyle desteklenen satın alma sürecinde coşku, heyecan ve ilgi gibi duyguların baskın olduğu ortaya çıkmıştır. Bu çalışma, tüketici araştırmalarında psikofizyolojik ölçümlerin değerini vurgulayarak hem teoriye hem de pratiğe katkıda bulunmakta ve e-ticaret işletmelerine web sitesi tasarımı, fiyatlandırma stratejileri ve müşteri etkileşimini optimize etmek için uygulanabilir öneriler sunmaktadır.

Anahtar Kelimeler

• Çevrimiçi Müşteri Deneyimi
• Çevrimiçi Satın Alma Kararı
• Elektrodermal Aktivite (EDA)
• Göz Takibi
• Psikofizyolojik Yöntem

Etik Beyan

Araştırmanın tüm safhalarında araştırma ve yayın etiğine özen gösterilmiştir. Bu çalışma için etik onay, Aydın Adnan Menderes Üniversitesi Sosyal ve Beşeri Bilimler Araştırma Etik Kurulu'ndan 30 Temmuz 2021 tarihli ve 147 numaralı onay ile alınmıştır.

Teşekkür

Bu makale, 2024 yılında Aydın Adnan Menderes Üniversitesi Sosyal Bilimler Enstitüsü İşletme Bölümü'nde Prof. Hüseyin ŞENKAYAS'ın danışmanlığında tamamlanan sorumlu yazarın doktora tezinden üretilmiştir.

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