Users' Emotional Experiences on e-Commerce Websites: A Study with EEG and FACS Data

Emotions affect our decisions in our daily lives in many aspects. Shopping can be an example in which emotions are effective in our decisions. Also, during the shopping process, consumers' emotions can be affected by several factors including light and layout. Consumers' behaviors are researched for marketing strategies and it is not easy to identify consumers' behaviors and emotions. In an e-commerce setting, it is required to improve product design, page design, categorization, and ease of use according to consumers' emotions and thoughts. Various methods are available to analyze users' emotions on e-commerce web pages. The current study has examined emotional changes during online shopping process in e-commerce web interface with Electroencephalography (EEG) and Facial Coding System (FACS). The data was collected by a camera and EEG sensors in an experimental setup with 32 participants having different demographic characteristics. Emotional changes were observed in participants' FACS data according to gender and tasks. On the other hand, changes in EEG data was gathered according to gender, education, and generation levels. The results can be used by the directors of the e-commerce companies to increase customer loyalty.