گيسو حيدري

It is clear that in this age where people's lives are based on information, online shopping has not only become a common phenomenon, but even in some cases it has become a dominant phenomenon among different societies. A well-designed web page interface (i.e. has visual appeal) can enhance consumers' emotions (such as pleasure and arousal); And as a result, stimulate them to buy immediately. However, the existing research in the field of impulse buying in the online environment mainly focuses on the effect of stimulating features in websites on impulse buying. Therefore, this study seeks to investigate the effect of external stimuli on websites (such as visual attractions) on emotional responses and reactions in people (such as pleasure and arousal) and accordingly Investigate the role of this variable on instant shopping. In most cases, consumers buy the products they need through the Internet (Market Intelligence and Consulting Institute, 2019) and therefore designing a user interface with visual attractions on the website is an important factor. is what attracts consumers to online shopping (Sir et al., 2006; Krishnakumar, 2018; Chi and Chen, 2019; Nam et al., 2019). It is assumed that consumers are more inclined to buy from a website that is visually attractive than from a website that is not visually attractive (Liu et al., 2013). Therefore, in this study, visual attractions are considered as one of the effective factors in choosing a website to stimulate emotional reactions in customers and activate subsequent behaviors (such as immediate purchase). The study of Park et al. (2012) and the study of Liu et al. (2016) are also in this direction and confirm this hypothesis. Many customers make purchases based on their emotional responses and reactions without any prior intention. Nevertheless, impulse buying is considered an irrational behavior (Rook, 1987). This is also a type of buying behavior that originates from the emotional responses evoked in people. Parboutier et al. (2009) emphasized how web user interfaces affect online shopping. However, they only used entertainment as a dimension to measure emotional factors, which is inherently incomplete (Lin and Lu, 2016). In order to eva‎luate emotional reactions in consumers, one can use the most common model used in the field of consumer studies, or the M-R (Mehrabian-Russell) model, which was developed by Mehrabian and Russell (1974). It has been suggested. In the M-R model, it is assumed that every environmental stimulus creates an emotional state. Ha and Lennon (2010) pointed out that visual attractions in online stores affect internal emotions in consumers (such as pleasure and arousal) and in this way have a positive effect on impulse buying in them. put Shen and Khalifa (2012), Viera and Torres (2014) and Das and Vershnia (2017) argued that pleasure and arousal can adequately cover a wide range of emotions that are revealed in response to various environmental cues. ¬and, to depict. Therefore, in this study, pleasure and arousal are used to show emotional responses in consumers. This study will provide a better understanding of the consequences of online shopping in consumers, which can be attractive and helpful for online and internet sellers. First, visual appeal, which is an important antecedent of impulse buying, is mediated by consumers' emotional responses. In other words, website design with high visual appeal is likely to increase the motivation of customers to buy. Secondly, in this study, the emotional response of consumers, which was examined in previous researches, is examined with two components of pleasure and arousal, which clearly complements the logical connection between visual attractions and emotional reactions of consumers.Then this link reveals the relationship between emotional reactions in customers and immediate purchase.

رهگيري چشمي - واكنش¬هاي احساسي– بازاريابي عصبي – اقتصاد عصب‌پايه – رابط كاربري

Eye Tracking –Emotional Responses – Neuromarketing - Neuroeconomics – User Interface

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