E-commerce and sports fashion: neuroscientific analysis of user experience
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Abstract
Introduction: Global e-commerce sales reached revenues of approximately USD 5.8 trillion in 2023, an increase of more than 400 billion over the previous year's turnover. This trend is expected to continue to exceed USD 8 trillion by 2027. These new online platforms enable users to purchase products/services with greater ease and accessibility. In this context, websites are one of the main communication and interaction environments between users and companies, so ensuring their usability is a crucial factor in their design to favor the processes related to commercial transactions. Most studies assessing the impact of e-commerce apply a mix of qualitative and quantitative research methods based on declarative measures of individuals. However, these types of methods present different limitations originating from biases related to social desirability and cognitive barriers. To overcome the restrictions of traditional techniques, consumer neuroscience emerges as an innovative discipline that facilitates the understanding of consumers' cognitive and affective processes through the use of neurophysiological tools. To further explore this field, the present exploratory study aims to study the usability of two of the most searched online sports retail websites (Nike and Adidas). Methodology: The study analyzed the behavior of 20 participants between 18 and 30 years old (55% female and 45% male) during their interaction with the sites while performing five tasks related to online shopping. To address the study objective, the researchers used galvanic skin response (GSR) and electroencephalogram (EEG) as neurophysiological tools, and self-reported measures by the respondents. The metrics evaluated from the neuroscience tools were cognitive load and activation in the performance of the different experimental tasks. Results: The results show that the Nike website seems to have a higher level of usability than the Adidas website, although the data analyzed are not conclusive about the differences between the two websites studied. Discussion: The data found should be analyzed in relation to the architecture of both websites. Conclusions: This work evidences the importance of web usability as a key factor in brand perception and user experience.
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