Customer behavior in e-commerce purchase from learning style

Córdova, Felisa M.; Cifuentes, Fernando; DIAZ-MUÑOZ, HERNAN; Castro, Catalina; Hinostroza, Cristofer

Keywords: Neuromarketing, e-commerce, Learning styles


This research aims to analyze and interpret the behavior of customers who purchase via e-commerce, initially using traditional marketing tools, and then comparing them with neuromarketing tools such as EEG, VAK tests and Kolb learning styles. It begins with an online survey on e-commerce purchasing preferences, obtaining the classification by gender, socioeconomic group and other classic classifications, adding the VAK and Kolb learning styles as classifiers, both in the perception of an input message (VAK) and in its interpretation within potential internet buyers. It concludes with the promising usage of these new tools as contributions to classic marketing. Learning styles complement traditional marketing and especially online marketing, as they allow to better define the market segments to target.

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Título según SCOPUS: ID SCOPUS_ID:85146119431 Not found in local SCOPUS DB
Título de la Revista: Procedia Computer Science
Volumen: 214
Número: C
Editorial: Elsevier B.V.
Fecha de publicación: 2022
Página de inicio: 851
Página final: 858
Idioma: Inglés
Financiamiento/Sponsor: Peer-review under responsibility of the scientific committee of the 9th International Conference on Information Technology and Quantitative Management