<p>The Joint Influence of Online Rating and Product Price on Purchase Decision: An EEG Study</p>

Abstract

Background: Consumers had to encounter and consider product-oriented and revieworiented cues before making an online purchasing decision. It was important to resolve how these cues influenced consumers' online purchasing decision. We also knew little about how the human brain processed these cues simultaneously, and which cue would occupy a dominant position in neural activity. The purpose of the present study was to investigate the neural correlates of online shopping decisions and how online rating and product price jointly influenced such purchase decisions. Research Method: Eighteen undergraduates were recruited to participate in this research. Each participant was exposed to all four experimental conditions combining 2 (product price: high vs. low) × 2 (online rating: positive vs. negative) with a total of 192 trials. They were required to rate the degree of willingness-to-pay. EEG data were obtained with 64 electrodes placed on the Easy Cap according to the International 10-20 system. We conducted both the event-related potentials analysis and the time-frequency analysis for the EEG data. Results: The behavioral findings indicated that products with positive rating and low price increased the willingness-to-pay. The EEG results showed that larger late positive potentials were elicited by products with low price compared with high price under positive rating condition, but not under negative rating condition, reflecting the modulated effect of online rating on the emotional arousal elicited by product price. Furthermore, we found larger alpha event related desynchronization elicited by products with positive rating compared with negative rating, indicating that more cognitive resources were allocated for products with a positive rating. Conclusion: Combined with behavioral and EEG analysis, our results emphasized the more important position of product rating compared with price. The findings deepened the understanding of the neural mechanisms underlying the online shopping decision process. More attention should be paid to online ratings on the webpage of the electronic store, because negative ratings made a product less appealing for prospective consumers regardless of price. Thus, the owners should build good reputations for their online products, which were fundamental to the consumers' online purchasing decisions.

An Analysis of the Impact of Personality Traits towards Augmented Reality in Online Shopping

“…Although recent research has shown that conscientiousness, too, predicts impulse buying [77], our study did not reveal effects of this dimension. The buying impulsiveness also had direct effects on the buying intention in the context of online buying, as other researchers had previously demonstrated [78].…”

“…Being only a hypothetical situation, the responses for the self-report measures could be biased. In a real-life situation, price and also product rating could have major impacts on the buying decision [78].…”

Symbolic Product Superiority in the Neural Salience of Compensatory Consumption Behavior

“…Research in consumer psychology demonstrated a probable relationship between N2 and perceived risk because risk and conflict are interrelated (Folstein and Van Petten, 2008;Spapé et al, 2011;Larson et al, 2012;Ma et al, 2015;Wang et al, 2016). Compared with products with high review ratings, those with low ratings evoked greater perceived decision risk, resulting in a larger N2 amplitude.…”

Pengaruh Harga, Citra Merek Dan Kualitas Produk Pada Keputusan Pembelian Produk Smartphone Xiaomi

“…Penelitian Venessa & Arifin (2017) menyatakan bahwa pengaruh harga pada keputusan pembelian berpengaruh positif dan signifikan. Penelitian Bairizki (2017), Albari (2020), Hanaysha (2018), Sun et al (2020) juga menyatakan bahwa pengaruh harga pada keputusan pembelian berpengaruh positif dan signifikan. Tetapi berbeda dengan penelitian Mahanani (2018) dan Puspitasari et al (2017) yang menyatakan bahwa harga berpengaruh negatif terhadap keputusan pembelian.…”