Journal of Siberian Federal University. Humanities & Social Sciences / Neuromarketing Research of Decision-Making Process when Choosing Products in an Online Store: Gender Characteristics and Behavior Stereotypes

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Issue
Journal of Siberian Federal University. Humanities & Social Sciences. 2022 15 (7)
Authors
Kalkova, Natalia N.; Yarosh, Olga B.; Mitina, Ella A.; Velgosh, Natalia Z.
Contact information
Kalkova, Natalia N.: V. I. Vernadsky Crimean Federal University Simferopol, Russian Federation; ; Yarosh, Olga B.: V. I. Vernadsky Crimean Federal University Simferopol, Russian Federation; Mitina, Ella A.: V. I. Vernadsky Crimean Federal University Simferopol, Russian Federation; Velgosh, Natalia Z.: V. I. Vernadsky Crimean Federal University Simferopol, Russian Federation
Keywords
gender-specific characteristics; information asymmetry; consumer; consumer behavior; virtual shelf; consumer choice; neuromarketing
Abstract

The expansion of the dialogue space and individual freedoms of consumers, due to the active development of digital technologies and their integration into all spheres of human activity, requires the study of gender characteristics in the «human-computer» communication process. Undoubtedly, the globalization of trade processes, the development of remote technologies, led to the integration of traditional and information society into a single digital space, which led to a change in behavioral mechanisms, a reorientation to new forms of social interaction in the Internet environment. Enterprises are forced to transfer business processes to the digital space, as a result of which there is an increasing amplification of omnichannel consumer behavior, there is less differentiation between “online” and “offline” shopping, and there are a number of features of consumer behavior in the virtual environment. This paper presents theoretical and applied research on gender consumer behavior features when choosing ready-to-eat meals on a virtual shelf. Using a set of neuromarketing techniques as the hypothesis of gender asymmetry of consumer visual perception in the choice of ready-to-eat meals was proved. The importance of taste preferences and the appearance of dishes was proved. The hypothesis that the price of goods on a virtual shelf is not the main factor in the choice was confirmed, thus, consumers seek to meet their needs, rather than to maximize the utility of decision-making process about the purchase of goods. The obtained results will enable expansion of the theoretical and applied research of effective product promotion in the online environment

Pages
965–977
DOI
10.17516/1997-1370-0901
Paper at repository of SibFU
https://elib.sfu-kras.ru/handle/2311/145594

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