From Attention to Emotion: Psychophysiological Drivers of Online Purchase Decisions

Authors : Mustafa Seçkin Aydın, Hüseyin Şenkayas

Pages : 628-649

Doi:10.47097/piar.1786046

View : 44 | Download : 163

Publication Date : 2025-12-29

Article Type : Research Paper

Abstract :This study investigates the psychophysiological drivers of online purchase decisions by integrating both unconscious and conscious consumer responses. The research addresses a critical gap in the marketing and consumer behavior literature by demonstrating why traditional self-reported measures are insufficient in capturing the complexity of online customer experience (OCE). In an era where artificial intelligence and digital platforms significantly shape consumer journeys, it becomes essential to understand not only what consumers report but also how they unconsciously respond. To achieve this, we employed a multi-method approach that combined eye-tracking, electrodermal activity (EDA), and semi-structured in-depth interviews with 27 participants. The findings reveal that reliability (59%), prior experience (48%), and price (33%) are the most influential factors driving online purchasing decisions. Moreover, emotions such as enthusiasm, excitement, and interest emerged as dominant during the purchase process, supported by EDA signals. The study contributes to both theory and practice by highlighting the value of psychophysiological measures in consumer research, providing actionable implications for e-commerce businesses to optimize website design, pricing strategies, and customer engagement.
Keywords : Çevrimiçi Müşteri Deneyimi, Çevrimiçi Satın Alma Kararı, Elektrodermal Aktivite (EDA), Göz Takibi, Psikofizyolojik Yöntem

ORIGINAL ARTICLE URL