JJEM: Special Edition 4 (May 2025)
JJEM: Special Edition 4 (May 2025)
2025-05-31
User Experience Testing of Online Consumers: A Neuromarketing Perspective
Usha K, Dr. Sarala K. S.
Technological integration advancements have made the prospects for creating various research tools to increase user experience during online purchases. Multi-disciplinary approach of studies has helped marketers to understand consumers, their behaviour and perception towards various technological and digital transformation. This paper intends to understand online purchase activity and shopping experience of consumers in the study area in view of novel approach of Neuromarketing through set research objectives. The study is an attempt to understand user experience during shopping through various websites and applications by identifying the aspects influencing consumers while purchasing online through the application of neuromarketing research outputs. The exploratory study has considered 100 sample online consumers from Shivamogga and Chickmagalur districts using purposive sampling method and their responses are collected by sharing structured questionnaire through Google forms. Data is analyzed using SPSS Software, descriptive statistics are used, Reliability test is done using Cronbach alpha, simple pie charts are used. Normality test was checked to choose the test and to test the hypothesis set independent sample t-test are used.
User Experience, Online Consumers, Neuromarketing, Online platforms, Online shopping