DOI: 10.14704/nq.2018.16.5.1417

Decision-making Neural Mechanism of Online Purchase Intention through Two Clues—Price and Seller’s Reputation Based on Brain Evoked Potential Analysis

Wei Shang, Wei Deng, Jing Liu


In order to study the decision-making neural mechanism of online purchase intention of price and seller’s reputation, especially to systematically study the differences in the influencing mechanism of different product prices and seller’s reputation, this paper adopts the cognitive neuroscience method of ERP experiment and designs the ERP experiment through the simplification and simulation of the online shopping environment so as to explore the decision-making neural mechanism of the online purchase intention of price and seller’s reputation. The results show that in the face of different combinations of price and seller’s reputation, consumer’s process of making shopping decisions is the process of brain activity information processing and corresponding cognitive processing. The process can be divided into different cognitive stages, including decision-making risk cognition, decision conflict cognition and the classification of decision-making valence evaluation. In different cognitive stages, different key Brain evoked potential components will be evoked corresponding to N2, N400, LPP, etc. The differences in different degrees of involvement products are mainly reflected in the different clues stimulating corresponding Brain evoked potential components.


ERP, Seller’s Reputation, Price, Online Purchase

Full Text:



Daliri E, Rezaei S, Wan KWI. Online social shopping: The impact of attitude, customer information quality, effectiveness of information content and perceived social presence. International Journal of Business Environment 2014; 6(6): 426-50.

Hayne SC, Wang H, Wang L. Modeling Reputation as a Time‐Series: Evaluating the Risk of Purchase Decisions on eBay. Decision Sciences 2015; 46(6): 1077-107.

Heath M, Hassall CD, Maclean S. Event-related brain potentials during the visuomotor mental rotation task: The contingent negative variation scales to angle of rotation. Neuroscience 2015; 311(3): 153-65.

Rietdijk WJ, Franken IH, Thurik AR. Internal consistency of event-related potentials associated with cognitive control: N2/P3 and ERN/Pe. Plos One 2014; 9(7): e102672-e102672.

Roy S, Chan T, Cheema A. Price Expectations and Purchase Decisions: Evidence from an Online Store Experiment. Customer Needs & Solutions 2014; 1(2): 117-30.

Sharma A, Campbell J, Cardon G. Developmental and cross-modal plasticity in deafness: Evidence from the P1 and N1 event related potentials in cochlear implanted children. International Journal of Psychophysiology Official Journal of the International Organization of Psychophysiology 2015; 95(2): 135-44.

Tan DGH, Ting KH, Chan CCH. High-definition Transcranial Direct Current Stimulation effect and its time-course on 2-back task: An event-related potential (ERP) study. Brain Stimulation 2015; 8(2): 345-345.

Te'Eni‐Harari T, Hornik J. Factors influencing product involvement among young consumers. Journal of Consumer Marketing 2014; 27(6): 499-506.

Yu L, Fan Y, Deng Z. Pitch Processing in Tonal-Language-Speaking Children with Autism: An Event-Related Potential Study. Journal of Autism & Developmental Disorders 2015; 45(11): 3656-67.

Zhang KZK, Cheung CMK, Lee MKO. Examining the moderating effect of inconsistent reviews and its gender differences on consumers’ online shopping decision. International Journal of Information Management 2014; 34(2): 89-98.

Supporting Agencies

| NeuroScience + QuantumPhysics> NeuroQuantology :: Copyright 2001-2019