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Journal of Shenyang Aerospace University >

2025 , Vol. 42 >Issue 3: 90 - 96

DOI: https://doi.org/10.3969/j.issn.2095-1248.2025.03.012

Management Science and Engineering

Prediction of online shoppers’ behavioral intentions based on EEG

  • Chang LIU ,
  • Yi GE
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  • College of Economics and Management，Shenyang Aerospace University，Shenyang 110136，China

Received date: 2024-08-05

  Revised date: 2024-10-26

  Accepted date: 2024-11-07

  Online published: 2025-07-18

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Abstract

Based on the measurement of EEG，the behavioral intention of online shoppers after interacting with shopping website was evaluated and predicted.The research method combining objective electroencephalogram （EEG） experiments and subjective evaluation scales was employed to measure the EEG of online shoppers during the interaction tasks on the homepage of shopping websites， and to predict the behavioral intentions of online shoppers towards shopping websites after completing the tasks. The method of variance analysis was adopted to extract the significant EEG-based indicators which influence users’ behavior intentions. Based on the partial least squares （PLS）method，a relationship model between the users’ electrical indicators and the behavior intentions was established， and the model was verified. The results show that the proposed model can predict the approach trend of online shoppers towards shopping websites well.

Key words： shopping website; EEG; online shoppers; behavioral intention; PLS method

Cite this article

Chang LIU , Yi GE . Prediction of online shoppers’ behavioral intentions based on EEG[J]. Journal of Shenyang Aerospace University, 2025 , 42(3) : 90 -96 . DOI: 10.3969/j.issn.2095-1248.2025.03.012

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