Investigando a influência das recomendações de produtos online no processo de decisão de compra sob a perspectiva Neuro-IS

Abstract

In the face of the emergence of new technologies that have provided dynamism to the interaction between client and company, new business opportunities are developed, modifying the way consumers act, especially with regard to the aspects related to the decision making process (SOARES; DOLCI; LUNARDI , 2015). Such opportunities were provided, at some level, by the use of the concept of social commerce. In order to investigate how the social commerce construct Online Product Recommendations (OPRs) can influence the online purchasing decision process, the Neuro-IS perspective was adopted, which combines the knowledge of Information Systems (SES) and Neuroscience (DIMOKA et al., 2011, RIEDL et al., 2014, BUETTNER, 2015, VELHO et al., 2016). Thus, a study was carried out characterized by: i) the approach, explanatory character and experimental design; ii) data collection techniques were used, online decision scenarios, eye tracking technique and questionnaire were used; and iii) the methodology data analysis, descriptive and non-parametric statistics were used. For the operationalization of the dissertation, an experimental design was developed considering two different online decision scenarios, combined with the neuroscience technique, eye tracking and an instrument that contemplated aspects of decision related to the concept of OPRs, in order to simulate a real situation of purchase in context online. Based on the analysis of the data obtained, it is possible to trace the visual attention behavior of the consumers during the purchasing decision process in online context, besides noting that the OPRs are considered during the development of consumer choice.