A neural investigation of eloyalty on ecommerce websites
Nissen, Anika
Gier, Nadine R.
Beiträge in referierten Konferenzbänden
erschienen in:
Proceedings of the 42nd International Conference on Information Systems (ICIS 2021), 12-15 December, Austin, Texas, USA, 2021. {Link}

eLoyalty provides a major competitive advantage for online businesses, however it is difficult to define. To understand the underlying mechanisms of eloyalty, a neuroimaging study was conducted, identifying possible “neural” activations that point to antecedents of the users’ eloyalty. Our results show that antecedents to eloyalty might be associated with an activation of the bilateral dorsolateral prefrontal cortex (PFC), and the right orbitofrontal/ventromedial cortex. Furthermore, a non-hypothesized deactivation of the left superior dorsomedial PFC was identified. This activation pattern can be related to increased pleasantness and reward attribution of the target website, as well as higher associated familiarity and user preference. Based on this it is discussed that antecedents to eloyalty may be associated with neural lock-in effects. These lock-in effects may be elicited through continuous, positive, and pleasant user experiences which ultimately lead to an emotional attachment that is “neurally encoded” into the user’s brain.

Lehrstuhl Smolnik | 10.05.2024