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Fici A, Bilucaglia M, Casiraghi C, Rossi C, Chiarelli S, Columbano M, Micheletto V, Zito M, Russo V. From E-Commerce to the Metaverse: A Neuroscientific Analysis of Digital Consumer Behavior. Behav Sci (Basel) 2024; 14:596. [PMID: 39062419 PMCID: PMC11274220 DOI: 10.3390/bs14070596] [Citation(s) in RCA: 0] [Impact Index Per Article: 0] [Reference Citation Analysis] [Abstract] [Key Words] [Track Full Text] [Journal Information] [Subscribe] [Scholar Register] [Received: 05/14/2024] [Revised: 07/05/2024] [Accepted: 07/11/2024] [Indexed: 07/28/2024] Open
Abstract
The growing interest in consumer behavior in the digital environment is leading scholars and companies to focus on consumer behavior and choices on digital platforms, such as the metaverse. On this immersive digital shopping platform, consumer neuroscience provides an optimal opportunity to explore consumers' emotions and cognitions. In this study, neuroscience techniques (EEG, SC, BVP) were used to compare emotional and cognitive aspects of shopping between metaverse and traditional e-commerce platforms. Participants were asked to purchase the same product once on a metaverse platform (Second Life, SL) and once via an e-commerce website (EC). After each task, questionnaires were administered to measure perceived enjoyment, informativeness, ease of use, cognitive effort, and flow. Statistical analyses were conducted to examine differences between SL and EC at the neurophysiological and self-report levels, as well as between different stages of the purchase process. The results show that SL elicits greater cognitive engagement than EC, but it is also more mentally demanding, with a higher workload and more memorization, and fails to elicit a strong positive emotional response, leading to a poorer shopping experience. These findings provide insights not only for digital-related consumer research but also for companies to improve their metaverse shopping experience. Before investing in the platform or creating a digital retail space, companies should thoroughly analyze it, focusing on how to enhance users' cognition and emotions, ultimately promoting a better consumer experience. Despite its limitations, this pilot study sheds light on the emotional and cognitive aspects of metaverse shopping and suggests potential for further research with a consumer neuroscience approach in the metaverse field.
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Affiliation(s)
- Alessandro Fici
- Department of Business, Law, Economics and Consumer Behaviour “Carlo A. Ricciardi”, Università IULM, 20143 Milan, Italy; (A.F.); (M.B.); (C.R.); (S.C.); (M.C.); (V.M.); (M.Z.); (V.R.)
- Behavior and Brain Lab IULM—Neuromarketing Research Center, Università IULM, 20143 Milan, Italy
| | - Marco Bilucaglia
- Department of Business, Law, Economics and Consumer Behaviour “Carlo A. Ricciardi”, Università IULM, 20143 Milan, Italy; (A.F.); (M.B.); (C.R.); (S.C.); (M.C.); (V.M.); (M.Z.); (V.R.)
- Behavior and Brain Lab IULM—Neuromarketing Research Center, Università IULM, 20143 Milan, Italy
| | - Chiara Casiraghi
- Department of Business, Law, Economics and Consumer Behaviour “Carlo A. Ricciardi”, Università IULM, 20143 Milan, Italy; (A.F.); (M.B.); (C.R.); (S.C.); (M.C.); (V.M.); (M.Z.); (V.R.)
- Behavior and Brain Lab IULM—Neuromarketing Research Center, Università IULM, 20143 Milan, Italy
| | - Cristina Rossi
- Department of Business, Law, Economics and Consumer Behaviour “Carlo A. Ricciardi”, Università IULM, 20143 Milan, Italy; (A.F.); (M.B.); (C.R.); (S.C.); (M.C.); (V.M.); (M.Z.); (V.R.)
- Behavior and Brain Lab IULM—Neuromarketing Research Center, Università IULM, 20143 Milan, Italy
| | - Simone Chiarelli
- Department of Business, Law, Economics and Consumer Behaviour “Carlo A. Ricciardi”, Università IULM, 20143 Milan, Italy; (A.F.); (M.B.); (C.R.); (S.C.); (M.C.); (V.M.); (M.Z.); (V.R.)
- Behavior and Brain Lab IULM—Neuromarketing Research Center, Università IULM, 20143 Milan, Italy
| | - Martina Columbano
- Department of Business, Law, Economics and Consumer Behaviour “Carlo A. Ricciardi”, Università IULM, 20143 Milan, Italy; (A.F.); (M.B.); (C.R.); (S.C.); (M.C.); (V.M.); (M.Z.); (V.R.)
| | - Valeria Micheletto
- Department of Business, Law, Economics and Consumer Behaviour “Carlo A. Ricciardi”, Università IULM, 20143 Milan, Italy; (A.F.); (M.B.); (C.R.); (S.C.); (M.C.); (V.M.); (M.Z.); (V.R.)
| | - Margherita Zito
- Department of Business, Law, Economics and Consumer Behaviour “Carlo A. Ricciardi”, Università IULM, 20143 Milan, Italy; (A.F.); (M.B.); (C.R.); (S.C.); (M.C.); (V.M.); (M.Z.); (V.R.)
- Behavior and Brain Lab IULM—Neuromarketing Research Center, Università IULM, 20143 Milan, Italy
| | - Vincenzo Russo
- Department of Business, Law, Economics and Consumer Behaviour “Carlo A. Ricciardi”, Università IULM, 20143 Milan, Italy; (A.F.); (M.B.); (C.R.); (S.C.); (M.C.); (V.M.); (M.Z.); (V.R.)
- Behavior and Brain Lab IULM—Neuromarketing Research Center, Università IULM, 20143 Milan, Italy
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Design Factors to Improve the Consistency and Sustainable User Experience of Responsive Interface Design. SUSTAINABILITY 2022. [DOI: 10.3390/su14159131] [Citation(s) in RCA: 0] [Impact Index Per Article: 0] [Reference Citation Analysis] [Abstract] [Track Full Text] [Subscribe] [Scholar Register] [Indexed: 12/04/2022]
Abstract
Computers have been extended to a variety of devices, such as smart phones, tablets, and smart watches, thereby increasing the importance of responsive interfaces across multi-terminal devices. To ensure a consistent and sustainable user experience for websites and software products, it is important to study the layout, design elements, and users’ visual perception of different terminal interfaces. In this paper, the multi-terminal interfaces of 40 existing responsive websites were studied in a hierarchical grouping experiment, and six typical interface layouts were classified and extracted. Then, the main design factors affecting interface consistency of the responsive website were extracted and classified through eye tracking and a questionnaire survey. Finally, taking a sales management software tool (SA) as an example for design application, we successfully created responsive interfaces across multi-terminal devices with a consistent and sustainable experience.
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Use of Consumer Neuroscience in the Choice of Aromatisation as Part of the Shopping Atmosphere and a Way to Increase Sales Volume. APPLIED SCIENCES-BASEL 2022. [DOI: 10.3390/app12147069] [Citation(s) in RCA: 0] [Impact Index Per Article: 0] [Reference Citation Analysis] [Abstract] [Track Full Text] [Subscribe] [Scholar Register] [Indexed: 11/16/2022]
Abstract
The point of purchase is considered to be one of the few communication channels that is not yet saturated, and it has a relatively large potential for the future. A pleasant smell is also part of the shopping atmosphere. How smell affects customer behaviour and purchasing decisions is addressed by a relatively young scientific field, one of the existing kinds of sensory marketing—aroma marketing, otherwise called aromachology. Smell has mainly a subconscious influence; therefore, its examination is appropriate to be carried out using consumer neuroscience tools. This paper examined the perception of the shopping atmosphere in Slovak grocery shops and comprehensive interdisciplinary research on the impact of selected aromatic compounds on the cognitive and affective processes of the consumer, as well as the evaluation of the effectiveness of their implementation in food retail establishments. At the end of the paper, we recommend the possibilities of effective selection and the implementation of aromatisation of different premises, by which the retailer can achieve not only a more positive perception of the shopping atmosphere, but also an increase in retail turnover in individual sales sections.
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