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Type: Journal article
Title: E-catalogs: how can brain hemisphericity relate to online shoppers' preferences?
Author: Abdullah, A.
Hossain, M.
Joham, C.
Citation: Journal of Internet Commerce, 2011; 10(1):17-34
Publisher: Taylor & Francis
Issue Date: 2011
ISSN: 1533-2861
Statement of
A.B.M. Abdullah, Muhammad Muazzem Hossain, Carmen Joham
Abstract: This study explores the relationship between online shoppers’ brain hemisphericity and their preference for electronic catalogs (e-catalogs). e-Catalogs provide information on online products and services and can be presented in various forms, including text-oriented catalogs, audio-enabled catalogs, 3D catalogs, virtual trials, and custom animated catalogs. It is proposed that Web shoppers’ brain hemisphericity can provide a basis for personalization of e-catalogs. Data were collected using two survey instruments. A verbalizer–visualizer questionnaire was used to measure participants’ brain hemisphericity. Participants’ preferences for different features of e-catalogs were measured using an e-catalogs questionnaire. Data were collected from a total of 1,087 respondents. ANOVA and multiple regression analyses were conducted to test the hypotheses. The findings suggest that participants’ verbal and visual scores provide a basis for customization of e-catalogs. The personalization of e-catalogs can facilitate and improve Web shoppers’ online shopping experience and assist their decision-making process for online purchases.
Keywords: Brain hemispericity; electronic catalogs; verbalizer-visualizer; virtual trial
Rights: Copyright © Taylor & Francis Group, LLC
DOI: 10.1080/15332861.2011.558455
Appears in Collections:Aurora harvest 8
Entrepreneurship, Commercialisation, and Innovation Centre publications

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