Factors Affecting Online Shopping Behaviour: A Qualitative Study Using Neuromarketing Techniques

This qualitative study uses neuromarketing tools, specifically eye-tracking and facial action coding (FACS), to investigate the factors influencing online purchase behaviour. The study simulates an e-commerce setting to investigate the effects of design components on young customers' (aged 18–25) cognitive, affective, and behavioural responses. These aspects include product display, promotions, photographs, and pricing. The findings show that marketing stimuli and product displays cause cognitive burden to peak during purchasing choices. While surprise and happiness were intermittent, product browsing and price comparison were when people were most focused. The majority of purchases were notably made on impulse, underscoring the persuasive power of visual and promotional cues. The study emphasises how important it is for e-commerce platforms to optimise design components in order to improve user experience, boost trust, and lessen choice fatigue. The simulated environment is one of the limitations, indicating the need for more real-world study. By matching digital interfaces with subconscious consumer triggers, marketers may increase engagement and revenue with the use of these insights.