Modern consumers face a dramatic rise in web-based technological advancements and have trouble making rational and proper decisions when they shop online. When they try to make decisions about products and services, they also feel pressured against time when sorting among all of the unnecessary items in the flood of information available on the web. In this sense, they need to use consumer decision-making creativity to make rational decisions. However, unexplored research questions on this subject remain. First, in what ways (...) do task difficulty and time constraints affect visual attention on exploitative and exploratory activities differently? Second, how does the location of the reference influence the level of visual attention to exploitative and exploratory activities depending on affordance theory? Third, how do exploratory and exploitative activities affect CDMC? Eye-tracking experiments were conducted with 70 participants to obtain relevant metrics such as total fixation duration, fixation count, and visit count to answer these research questions. Our findings suggest that task difficulty influences exploitative activity, whereas time constraint is related to the exploratory activity. The result of the location of hints aligns with the affordance theory for the exploitative activity. Besides, exploratory activity positively affected CDMC, but exploitative activity did not show any effect. (shrink)

The dominant position of e-commerce is especially being articulated in the retailing industry once again due to several constraints that the world faces in the COVID-19 pandemic era. In this regard, this study explores the significant role of trust transfer and the moderating effect of consumers’ neurotic traits in the framework of trust-satisfaction-repurchase intention in the e-commerce context based on a survey with 406 Korean e-commerce consumers. Moreover, a prediction-oriented segmentation technique combined with structural equation models was utilized to reveal (...) consumers’ probable hidden heterogeneous characteristics. The outcomes of the global model SEM analysis indicate that offline-online trust transference occurs in e-commerce, and the conveyed trust significantly influences satisfaction and consumers’ repeat purchase intention through satisfaction. Neuroticism also has significant positive effects on trust transfer in the global model. However, results in three subgroups generated by POS show heterogeneous characteristics that considerably differed from the global model test results. The implications from this study will be beneficial to field practitioners in the e-commerce industry in addressing the importance of trust transfer, negative neurotic traits as well as heterogeneous aspects of consumers. (shrink)

In this study, experiments were conducted on 30 subjects by means of electrocardiogram and electroencephalogram methodologies as well as a money game to examine the effects of stress on creativity in business problem-solving. The study explained the relationship between creativity and human physiological response using the biopsychosocial model of challenge and threat. The subjects were asked to perform a cognitive mapping task. Based on the brain wave theory, we identified the types of brain waves and locations of brain activities that (...) occurred during the creative problem-solving process in a business environment and studied the effects of stress on creativity. The results of the experiments showed significant differences in creativity in business problem-solving depending on whether or not stress was triggered. Differences were found in the time domain and frequency domain of heart rates, a physiological stress indicator, between the stress group and the no-stress group. A brain wave analysis confirmed that alpha waves increased in the frontal lobe of the brain during creative business problem-solving but decreased when the subjects were under stress, during which beta waves in the brain increased. This study seeks to examine creativity in business problem-solving by studying the effects of stress on human physiological response and cognitive functions in the hope of providing a new and objective interpretation of existing research results. (shrink)