Users' Emotional Experiences in Online Shopping: Effects of Design Components

Abstract

This study aimed to investigate whether users experience an emotional change or not when they focus on design components on e-commerce web pages during shopping process. In this context, a usability study was conducted with participants involved in a real shopping process. In the study, pulse, EEG, Galvanic skin response, eye movements and facial expressions data were collected during shopping process. A total of 32 participants took part in the study. According to the three most focused design components on the web page, "menu and categories", "advertisement" and "search", it was statistically analyzed whether there was a change in the emotions of the participants. As a result, when the participants focused on the "menu and categories" and "advertisement" component, a difference was obtained in the pulse data. In addition, there was a difference in the EEG data compared when they focused on the "menu and categories" and "search" components. Finally, significant differences were also obtained from EEG data when they focused on the "Advertisement" and "Search" components.