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How Consumers Process Online Privacy, Financial, and Performance Risks: An fMRI Study.

Luis-Alberto Casado-Aranda1, Juan Sánchez-Fernández1, Francisco J Montoro-Ríos1

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Neuroscience reveals distinct consumer subconscious reactions to online purchase risks. Performance risk causes the most distrust, while financial risk is perceived least negatively, impacting e-commerce strategies.

Keywords:
e-commercefMRIfinancialperformanceprivacyrisk facets

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Area of Science:

  • Neuroscience
  • Consumer Behavior
  • E-commerce

Background:

  • E-commerce growth faces consumer risk perception barriers.
  • No consensus exists on the impact of different online risks (financial, privacy, performance).

Purpose of the Study:

  • To investigate subconscious differences in consumer perception of financial, privacy, and performance risks in online purchasing using neurological tools.
  • To identify the most impactful risk facet in low-involvement online purchases.

Main Methods:

  • Utilized neurological tools to analyze brain data during a low-involvement purchase scenario.
  • Examined subconscious responses to financial, privacy, and performance risks.

Main Results:

  • Neurological data revealed significant differences between the three risk facets, contrasting with behavioral findings.
  • Financial risk showed the lowest subconscious aversion.
  • Privacy risk evoked ambivalence and uncertainty.
  • Performance risk generated the highest levels of disappointment and distrust.

Conclusions:

  • Understanding subconscious risk perception is crucial for e-commerce.
  • Retailers can optimize web content and purchase processes by addressing specific risk perceptions.
  • Tailoring strategies to mitigate performance risk can significantly improve consumer trust and sales.