Investigating electronic trade websites by eeg and eye-tracking methods in terms of neuromarketing

Today, the increase in the competition among the companies has made it compulsory for e-commerce sites to revise their attitudes both among themselves and towards the consumers. The e-commerce procedures that looks externally very easy when combined with many variables such as logistics, inventory, payment methods, supply management and delivery it becomes inextricable, and when the increased competition added it necessitates new regulations for the customer convincing part. The increase in the number of e-commerce sites with the increasing competition are experiencing problems in differentiation. These problems are mostly stem from ignoring the design and marketing factors. Neuromarketing methods are required to be used in the design of websites in order to leave a permanent effect in the minds of the consumers and to determine what they choose in their buying tendencies and to create an effective advertising marketing strategy. This study was carried out at Fırat University Marketing and Neuromarketing Center with the participation of 30 volunteer participants from different groups in terms of demographic characteristics such as age, gender, occupation and income level. In the study, 30 preferred websites five websites were shown. Participants and their effectiveness and how they were perceived by the participants were determined by electro-brain x-ray (Electroencephalography-EEG) and Eye-Tracking neuroimaging techniques.