Neuroeconomic experiments on the relationship between brand trust, financing intention and risk preference in cross-border e-commerce

Abstract

Brand trust, risk preference and financing intention are three important influencing factors of the operation of cross-border e-commerce enterprises. To disclose the relationship between these factors, this paper carries out both trust game experiment and financing risk experiment on the neural activities in the dorsolateral prefrontal cortex (DLPFC) of the brain, using the transcranial direct current stimulation (tDCS), which is the latest technology of brain nerve stimulation in the field of neuroeconomics. The results show that the investment behavior of cross-border e-commerce enterprises is based on the trust in their brand, rather than the rational calculation of financing risk; there is no significant causal relationship between the neuron activities in the DLPFC and trust investment behavior in cross-border e-commerce market. The research provides innovative neuroeconomic results on brand building and risk decision-making for e-commerce managers.