Volume 29, Issue 2
DOI: 10.24205/03276716.2020.370
INFLUENCE OF SAFETY CERTIFICATION OF FRESH FRUITS ON PURCHASE DECISION OF ONLINE CONSUMERS: AN ANALYSIS BASED ON BRAIN NEURAL MECHANISM
Abstract
In this age of information, e-commerce and online shopping are increasingly popular. However, the brain of consumers in online shopping is still a black box. From the perspective of brain neural mechanism, this paper attempts to disclose how the safety certification of fresh fruits affects the purchase decision of online consumers. The freshmen from a university were selected to attend an event related potential (ERP) experiment. Two types of stimulus information were presented in the experiment: safety certification mark and production information. The electroencephalography (EEG) signals of each subject were recorded in the face of the two types of stimuli. The results show that safety certification is an important influencing factors of the online purchase decision of fresh fruits; compared with fresh fruits without safety certification mark, online consumers have a high trust in those with safety certification mark. The research results shed new light on the consumer psychology in online shopping.
Keywords
Cognitive Neuroscience, Event Related Potential (ERP), Safety Certification, Electroencephalography (EEG) Signals, Purchase Decision.