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Measuring Consumer Engagement in the Brain to Online Interactive Shopping Environments

In: Augmented Reality and Virtual Reality

Author

Listed:
  • Meera Dulabh

    (University of Manchester)

  • Delia Vazquez

    (University of Manchester)

  • Daniella Ryding

    (University of Manchester)

  • Alex Casson

    (University of Manchester)

Abstract

Online shopping environments are becoming more interactive as technology advances. As a result, it is necessary to explore marketing theories and neuro scientific explanations to why this is the case. A reviewed approach of consumer engagement to online interactive shopping environments is considered in this chapter. The online interactive elements of traditional fashion websites that are considered includes; social media, browsing and videos. Measurements of consumer engagement are reviewed via marketing consumer engagement theories (CE) and a cognitive neuroscience technique using an Electroencephalogram (EEG) (A non-invasive procedure measuring the brain’s electrical activity). ASOS.com, the U.K. top fashion online pure player, is used as a preliminary research study, the results demonstrate that engagement is significantly different in social media, video and browsing tasks and browsing for jackets online elicits more engagement. Originality of this research stems from the novel way to look at engagement and the ability to combine traditional and non-traditional marketing methods thus addressing emerging fields of the future such as virtual shopping.

Suggested Citation

  • Meera Dulabh & Delia Vazquez & Daniella Ryding & Alex Casson, 2018. "Measuring Consumer Engagement in the Brain to Online Interactive Shopping Environments," Progress in IS, in: Timothy Jung & M. Claudia tom Dieck (ed.), Augmented Reality and Virtual Reality, pages 145-165, Springer.
    • Handle: RePEc:spr:prochp:978-3-319-64027-3_11
    DOI: 10.1007/978-3-319-64027-3_11
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    Citations

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    Cited by:

    1. Konrad Biercewicz & Malgorzata Wiscicka-Fernando, 2023. "Customers' Emotions and Openness to Product Co-Creation: An Empirical Analysis Based on EEG Data," European Research Studies Journal, European Research Studies Journal, vol. 0(2), pages 49-69.
    2. Ahmed H. Alsharif & Nor Zafir Md Salleh & Rohaizat Baharun & Alharthi Rami Hashem E & Aida Azlina Mansor & Javed Ali & Alhamzah F. Abbas, 2021. "Neuroimaging Techniques in Advertising Research: Main Applications, Development, and Brain Regions and Processes," Sustainability, MDPI, vol. 13(11), pages 1-25, June.
    3. Anna Borawska & Mariusz Borawski & Małgorzata Łatuszyńska, 2022. "Effectiveness of Electricity-Saving Communication Campaigns: Neurophysiological Approach," Energies, MDPI, vol. 15(4), pages 1-19, February.
    4. María Rocío Bonilla Quijada & José Luis Del Olmo Arriaga & David Andreu Domingo, 2021. "Insights into user engagement on social media. Findings from two fashion retailers," Electronic Markets, Springer;IIM University of St. Gallen, vol. 31(1), pages 125-137, March.

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