The use of neurometric and biometric research methods in understanding the user experience during product search of first-time buyers in E-commerce

Abstract

Understanding user experience (UX) during e-commerce has been a relatively important research area especially in the last decade. The use of conventional methods in UX such as task-observation, in-depth interviews and questionnaires has already contributed for the measurement of the efficiency and effectiveness. This empirical study has aimed to make use of both conventional and neuroscientific methods simultaneously to provide a richer analysis framework for understanding the product search experience of the first-time buyers. The current work provides insights for the results from the combined use of conventional and neuroscientific-biometric methods in a UX study. Although this has been an exploratory study within a limited literature, the obtained results indicate a potential use of these methods for UX research, which may contribute to improve the relevant experience in various digital platforms.