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Cognitive load during planned and unplanned virtual shopping: Evidence from a neurophysiological perspective

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Cognitive load during planned and unplanned virtual shopping: Evidence from a neurophysiological perspective

dc.contributor.author	Kakaria, Shobhit
dc.contributor.author	Saffari, Farzad
dc.contributor.author	Ramsøy, Thomas Z.
dc.contributor.author	Bigné Alcañiz, J. Enrique
dc.date.accessioned	2023-09-29T07:29:38Z
dc.date.available	2023-09-30T04:45:06Z
dc.date.issued	2023	es_ES
dc.identifier.citation	Kakaria, S., Saffari, F., Z. Ramsøy, T., & Bigné, E. (2023). Cognitive load during planned and unplanned virtual shopping: Evidence from a neurophysiological perspective. International Journal of Information Management, 72, 102667. https://doi.org/10.1016/j.ijinfomgt.2023.102667	es_ES
dc.identifier.uri	https://hdl.handle.net/10550/89688
dc.description.abstract	Rapid adoption of virtual-reality-assisted retail applications is inadvertently reshaping consumer buying patterns, making it crucial for businesses to enhance their shopping experience. This new scenario challenges marketers with unique hurdles in both the commercialization of products and in managing information cues derived via VR retailing. Therefore, this study examined consumers’ impulsive behavior and unplanned purchases in a virtual retail store, using self-reports and electroencephalography. Borrowing assorted perspectives from retailing, virtual reality, and neuromarketing literature, we extended the stimulus-organism-response framework to evaluate how unplanned behavior evolves through conscious and unconscious measures. We found that consumers’ impulsiveness was significantly associated with their unplanned expenditure and the number of unplanned purchases. Using mediation analysis, we observed that flow experience during shopping partially mediated the relationship between the sense of presence and the desire to stay longer in a virtual shopping store. Desire to stay in the virtual store positively influenced store satisfaction, basket-size deviation, and budget deviation. Additionally, cognitive workload obtained via electroencephalogram revealed significant differences during both planned and unplanned purchases. These findings provide fresh opportunities for retailers to leverage the disruptive potential of immersive and interactive virtual technology to transform consumer shopping experiences.	es_ES
dc.language.iso	en	es_ES
dc.publisher	Elsevier	es_ES
dc.subject	impulse buying	es_ES
dc.subject	virtual reality	es_ES
dc.subject	electroencephalogram	es_ES
dc.subject	unplanned purchase	es_ES
dc.subject	cognitive load	es_ES
dc.title	Cognitive load during planned and unplanned virtual shopping: Evidence from a neurophysiological perspective	es_ES
dc.type	journal article	es_ES
dc.subject.unesco	UNESCO::CIENCIAS ECONÓMICAS	es_ES
dc.identifier.doi	10.1016/j.ijinfomgt.2023.102667	es_ES
dc.accrualmethod	S	es_ES
dc.embargo.terms	0 days	es_ES
dc.type.hasVersion	VoR	es_ES
dc.rights.accessRights	open access	es_ES