The effect of customer and user experience on e-commerce websites on purchasing behavior: Applications with psychophysiological data based multiple method approach

Many businesses operating in traditional commerce also serve consumers through digital platforms and try to optimize users' online customer experience. Identifying and optimizing the factors that affect consumers' customer and user experience is important for customer satisfaction and business success. The research aims to examine online shopping processes of consumers in their natural environments with a psychophysiologically based multiple method and contributes to other traditional studies examining the factors affecting online customer and user experience and purchasing behavior. The research is exploratory research in which the facts that affect online customer and user experience are determined and the experience created by augmented reality technology in online shopping is examined in depth with a different method. Within the scope of the research, data were collected and analyzed using semi-structured in-depth interview, eye tracking, GSR, and FACS techniques. It has been observed that users experience happy, surprised and enthusiastic emotional states in the e-commerce experience with the augmented reality application and tend to purchase with this technology, which they find highly usable. It has been determined that the most important factor affecting the customer experience of e-commerce users and directing them to purchase is reliability (59%), and in user experience, ease of use (56%). It has been observed that the emotions frequently felt by e-commerce customers during the purchasing process are enthusiastic (22%), excited (20%), interested (18%) and happy (14%).