O processamento da informação online e a decisão de compra em social commerce

Abstract

The online information perform a relevant role in the the buying decision process and, thus, stands out the need to understand consumers cognitive aspects, mostly regarding to the processing of the information in such environment. In this context, this research aimed to investigate the information processing in the social commerce environment and its influence in the buying process from the Stimulus-Organism-Response theory. A experiment was performed to stimulate the buying process in online environments. To the data collection, an eye tracker equipment was used which allowed the tracking of the eye movements of the experimental subjects and buying scenarios through a online shopping developed for the research, replicating an online shopping situation. With the the ocular fovea tracking technique of 56 individuals, descriptive and inferential analysis of the experimental sessions were performed, allowing to map the information processing in an social commerce environment. Employing the metrics of the gaze positions and fixations recorded by the eye tracker, descriptive and nonparametric statistical analysis were performed. As a result, the data of the extrinsic manifestation of the cognitive processing enabled to verify the anchor effect of a video over the choice of a product, followed by the use of anchoring-and-adjustment heuristic by subjects and the association between the processing of the positive and negative OPRs of the product and subjects final decision.