PDF(Pubmed)
Abstract：
The growing interest in consumer behavior in the digital environment is leading scholars and companies to focus on consumer behavior and choices on digital platforms, such as the metaverse. On this immersive digital shopping platform, consumer neuroscience provides an optimal opportunity to explore consumers\' emotions and cognitions. In this study, neuroscience techniques (EEG, SC, BVP) were used to compare emotional and cognitive aspects of shopping between metaverse and traditional e-commerce platforms. Participants were asked to purchase the same product once on a metaverse platform (Second Life, SL) and once via an e-commerce website (EC). After each task, questionnaires were administered to measure perceived enjoyment, informativeness, ease of use, cognitive effort, and flow. Statistical analyses were conducted to examine differences between SL and EC at the neurophysiological and self-report levels, as well as between different stages of the purchase process. The results show that SL elicits greater cognitive engagement than EC, but it is also more mentally demanding, with a higher workload and more memorization, and fails to elicit a strong positive emotional response, leading to a poorer shopping experience. These findings provide insights not only for digital-related consumer research but also for companies to improve their metaverse shopping experience. Before investing in the platform or creating a digital retail space, companies should thoroughly analyze it, focusing on how to enhance users\' cognition and emotions, ultimately promoting a better consumer experience. Despite its limitations, this pilot study sheds light on the emotional and cognitive aspects of metaverse shopping and suggests potential for further research with a consumer neuroscience approach in the metaverse field.
摘要：
对数字环境中消费者行为的兴趣与日俱增，导致学者和公司关注数字平台上的消费者行为和选择，比如隐喻。在这个身临其境的数字购物平台上，消费者神经科学提供了探索消费者情绪和认知的最佳机会。在这项研究中,神经科学技术（脑电图，SC,BVP）用于比较隐喻和传统电子商务平台之间购物的情感和认知方面。参与者被要求在一个隐喻平台上购买一次相同的产品(第二人生，SL)和一次通过电子商务网站(EC)。在每个任务之后,问卷被用来衡量感知的享受，信息，易用性,认知努力，和流动。进行了统计分析，以检查在神经生理学和自我报告水平上SL和EC之间的差异。以及购买过程的不同阶段之间。结果表明，SL比EC引起更大的认知参与，但它对精神的要求也更高，工作量更大，记忆更多，无法引起强烈的积极情绪反应，导致较差的购物体验。这些发现不仅为与数字相关的消费者研究提供了见解，也为公司改善他们的形似购物体验提供了见解。在投资平台或创建数字零售空间之前，公司应该彻底分析它，专注于如何增强用户的认知和情绪，最终促进更好的消费者体验。尽管有其局限性,这项初步研究揭示了隐喻购物的情感和认知方面，并提出了在隐喻领域使用消费者神经科学方法进行进一步研究的潜力。
