Investigating the biomechanical reactions at the microscopic level of consumer behavior in e-commerce by means of motion tracking and physical interaction patterns

The rapid expansion of e-commerce has reshaped consumer behavior. From the perspective of cellular and molecular biomechanics, understanding how users interact with online platforms becomes more crucial. This study analyzes consumer behavior via motion tracking and physical interaction patterns, focusing on variables like browsing time. When observing 126 Chinese participants on a simulated platform, we considered the influence of age, gender, etc. At the cellular level, gender differences in dwell time might relate to different neural cell activities and molecular signaling pathways in the brain. Male participants’ longer hover durations (p = 0.03) could imply varied cognitive processing at the molecular level compared to females. Cluster analysis showed three user groups, and Cluster 2’s higher engagement might be due to better cellular energy utilization and more efficient neuromuscular coordination for operating the platform. The results stress the importance of grasping these underlying biomechanical aspects of user behavior. Motion-tracking data can offer insights to optimize platform design, enhance user experience, and improve conversion rates, contributing to the literature on human-computer interaction in e-commerce.