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Exploring Gender Differences on eCommerce Websites: A Behavioral and Neural Approach Utilizing fNIRS

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Information Systems and Neuroscience (NeuroIS 2020)

Part of the book series: Lecture Notes in Information Systems and Organisation ((LNISO,volume 43))

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Abstract

Whether males and females evaluate ecommerce websites differently has long been discussed and has resulted in inconsistent research findings. While some studies identified gender differences in the evaluation of websites, other studies indicate that these differences are inexistent. To shed light on these hypothetical gender differences on ecommerce website perceptions, a behavioral and functional near-infrared spectroscopy (fNIRS) experiment in which participants had to use and evaluate three different ecommerce websites was conducted. While the questionnaire-based behavioral results showed no significant differences between gender, neural gender differences could be discovered. In particular, well rated websites resulted in increased neural activity for men in brain regions of the dlPFC and vlPFC in the left hemisphere, while the lower evaluated websites resulted in an increased neural activity in brain regions of the vmPFC for men in the right hemisphere. Consequently, the results suggest that men seem to require higher neural activity for the emotional appraisal of, and decision making on ecommerce websites.

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Authors and Affiliations

  1. University of Duisburg-Essen, Essen, Germany

    Anika Nissen

  2. Wageningen University & Research, Wageningen, Netherlands

    Caspar Krampe

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  1. Anika Nissen
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Editors and Affiliations

  1. Information Systems and Quantitative Sciences (ISQS), Texas Tech University, Lubbock, TX, USA

    Fred D. Davis

  2. University of Applied Sciences Upper Austria, Steyr, Austria

    René Riedl

  3. Department of Information Systems, University of Liechtenstein, Vaduz, Liechtenstein

    Jan vom Brocke

  4. Department of Information Technology, HEC Montréal, Montreal, QC, Canada

    Pierre-Majorique Léger

  5. Department of Information Systems, Kennesaw State University, Kennesaw, GA, USA

    Adriane B. Randolph

  6. Department for Digital Business, University of Applied Sciences Upper Austria, Steyr, Austria

    Thomas Fischer

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Nissen, A., Krampe, C. (2020). Exploring Gender Differences on eCommerce Websites: A Behavioral and Neural Approach Utilizing fNIRS. In: Davis, F.D., Riedl, R., vom Brocke, J., Léger, PM., Randolph, A.B., Fischer, T. (eds) Information Systems and Neuroscience. NeuroIS 2020. Lecture Notes in Information Systems and Organisation, vol 43. Springer, Cham. https://doi.org/10.1007/978-3-030-60073-0_26

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