The Joint Influence of Online Rating and Product Price on Purchase Decision: An EEG Study

摘要

Consumers had to encounter and consider product-oriented and review-oriented cues before making an online purchasing decision. It was important to resolve how these cues influenced consumers’ online purchasing decision. We also knew little about how the human brain processed these cues simultaneously, and which cue would occupy a dominant position in neural activity. The purpose of the present study was to investigate the neural correlates of online shopping decisions and how online rating and product price jointly influenced such purchase decisions.