Innovative Approaches: Leveraging Neuroscience Technologies for Understanding of Consumer Behavior in E-Commerce

Abstract

The surge in interest surrounding the application of advanced technology in consumer behavior analysis within the e-commerce domain has grown significantly in recent years. Traditional market research methods, constrained by limitations in capturing accurate consumer responses, have paved the way for these sophisticated technologies to provide deeper insights into the intricacies of consumer behavior and decision-making processes. This comprehensive review navigates through various techniques utilized for scrutinizing consumer behavior, delving into the capabilities and limitations of each technology. EEG emerges as a powerful tool capable of measuring brain activity, shedding light on cognitive and emotional responses to marketing stimuli. The review further explores the potential applications of these technologies in the e-commerce landscape. Examples include assessing website design effectiveness using EEG. This review underscores the advantages of deploying advanced technologies in analyzing consumer behavior in e-commerce, showcasing their potential to enhance marketing strategies and user experiences. This article is particularly pertinent to applied science readers interested in the practical implementation of cutting-edge technologies in consumer behavior analysis.