Abstract
This research verified the match rate between cognitive decision-making criteria and the physiological reaction on a website using Eye-Tracker, which measures a user’s visual attention. Specifically, we explored the match rate between cognitive decision-making and the physiological reaction depending on the degree of product involvement and the degree of trust transfer through an experiment and survey. The verification results show that, for the involvement of products (high/low involvement), the match rate between the fixation length and the cognitive criteria used in decision-making for the high involvement product was higher than that with the low involvement product, and the difference in the match rate was statistically significant. However, in the aspect of trust transfer, the difference in the match rate between the high and low trust transfer groups was not statistically significant.
This is a preview of subscription content, log in via an institution.
Buying options
Tax calculation will be finalised at checkout
Purchases are for personal use only
Learn about institutional subscriptionsPreview
Unable to display preview. Download preview PDF.
References
Cacioppo, J.T., Petty, R.E.: Physiological responses and advertising effects: Is the cup half full or half empty? Psychology and Marketing 2(2), 115–126 (1985)
Cho, Y., Im, I., Fjermestad, J., Hiltz, S.: The Impact of Product Category on Customer Dissatisfaction Cyberspace. Business Process Management Journal 9(5), 635–651 (2003)
Corritorea, C.L., Krachera, B., Wiedenbeck, S.: On-line trust: concepts, evolving themes, a model. International Journal of Human-Computer Studies 58(6), 737–758 (2003)
Hammond, K.R.: Human Judgment and Social Policy: Irreducible Uncertainty, Inevitable Error, Unavoidable Injustice. Oxford University Press, New York (1996)
Hastie, R., Dawes, R.M.: Rational choice in an uncertain world. SAGE Publications, Thousand Oaks (2001)
Heider, F.: The psychology of interpersonal relations. Wiley, New York (1958)
Kahneman, D.: Attention and effort. Prentice-Hall, Englewood Cliffs (1973)
Lee, K.C., Chung, N.: Cognitive Map-based Web Site Design: Empirical Analysis Approach. Online Information Review 30(2), 139–154 (2006)
Robertson, J.H., Schefer, R.: E-loyalty: Your Secret Weapons on the Web. Harvard Business Review 7(8), 105–113 (2000)
Rothschild, M.M., Gaidis, W.C.: Behavioral learning theory: It’s relevance to marketing and promotion. Journal of Marketing 45(2), 70–78 (1981)
Stewart, K.J.: Trust transfer on the World Wide Web. Organization Science 14(1), 5–17 (2003)
Tan, Y.-H., Thoen, W.: Toward a generic model of trust for electronic commerce. International Journal of Electronic Commerce 5(2), 61–74 (2000-2001)
Tversky, A., Kahneman, D.: Judgment under uncertainty: Heuristics and biases. Science 185(4157), 1124–1131 (1974)
Author information
Authors and Affiliations
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2012 Springer-Verlag Berlin Heidelberg
About this paper
Cite this paper
Hahn, M.H., Choi, D.Y., Lee, K.C. (2012). Characteristics of Decision-Making for Different Levels of Product Involvement Depending on the Degree of Trust Transfer: A Comparison of Cognitive Decision-Making Criteria and Physiological Responses. In: Pan, JS., Chen, SM., Nguyen, N.T. (eds) Intelligent Information and Database Systems. ACIIDS 2012. Lecture Notes in Computer Science(), vol 7198. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-28493-9_4
Download citation
DOI: https://doi.org/10.1007/978-3-642-28493-9_4
Publisher Name: Springer, Berlin, Heidelberg
Print ISBN: 978-3-642-28492-2
Online ISBN: 978-3-642-28493-9
eBook Packages: Computer ScienceComputer Science (R0)