Users`Emotional Experiences in Online Shopping: Effects of Design Components

This study aimed to investigate whether users experience an emotional change or not when they focus on design components on e-commerce web pages during shopping process. In this context, a usability study was conducted with participants involved in a real shopping process. In the study, pulse, EEG, Galvanic skin response, eye movements and facial expressions data were collected during shopping process. A total of 32 participants took part in the study. According to the three most focused design components on the web page, `menu and categories`, `advertisement` and `search`, it was statistically analyzed whether there was a change in the emotions of the participants. As a result, when the participants focused on the `menu and categories` and `advertisement` component, a difference was obtained in the pulse data. In addition, there was a difference in the EEG data compared when they focused on the `menu and categories` and `search` components. Finally, significant differences were also obtained from EEG data when they focused on the `Advertisement` and `Search` components.