DOI: 10.14704/nq.2018.16.5.1428

Impact of Online Evaluation and Sales on Consumer Online Shopping Behavior based on Brain evoked potential

Tiantian Tang, Pei Hu


In order to solve the problem of information asymmetry between online consumers and sellers, and help consumers gain more clues as the decision basis for online shopping, this study selects two variables of assessment and sales volumes. Event-related potential method (ERP) is utilized to study the process and cognitive mechanism of consumers’ brain activities under the influence of assessment and sales volumes. The study indicates that the above two clues may invoke consumers’ brain potential. Behavioral data, obtained by ERP experiment, demonstrates main effects and interaction between assessment and sales volumes. Computer data indicates the categorization of four combinations between assessment and sales volumes. Hence, the research results verify the cue utilization theory, and provide effective explanation on inconsistency in the theory of cue consistency.


Event-related Potential, Online Shopping, Behavioral Influence

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