Consumers Online Cognitive Scripts: A Neurophysiolocal Approach
Sprache des Vortragstitels:
Englisch
Original Tagungtitel:
International Conference on Information Systems 2012
Sprache des Tagungstitel:
Englisch
Original Kurzfassung:
A cognitive script is a predetermined sequence of actions that define a
well-known situation. Building on neuroscience literature, the objectives of
this research-in-progress are to verify and validate that consumers activate
cognitive scripts when shopping online, understand how cognitive scripts
are formed by consumers over multiple online shopping trips, and
investigate how consumers activating different cognitive scripts respond
when facing a novel shopping environment. Twenty-one novice participants
(i.e., no digital music purchase experience) were assigned to either an
?intrascript? condition (multiple visits to a single website) or an
?interscript? condition (single visits to multiple websites). Using
psychometric and neurophysiological measures, our results suggest that
intrascript consumers appear to use more automatic processing, while
interscript consumers use more controlled processing. In addition, when
visiting a new website, interscript consumers perceive this website as
easier to use than intrascript consumers. Theoretical and practical
implications of these results are discussed.