Purpose of Research Project:
The research will be carried out at the Behavior & Brain Lab of IULM University in Milan.
Firstly, it is aimed to measure the experiences of male and female consumers shopping on “spumante365.com and tannico.com” with purchasing tasks categorized as “website discovery”, “product evaluation” and “product purchase”. Consumers’ online shopping experiences will be evaluated in terms of various criteria (time to complete the task, transition times between tasks, focus area, number of glances, temperature and sweating maps, brain activities, arousal, attention, and interest) with neuromarketing tools (Eye Tracking, Heart Rate, EEG, and GSR).
Secondly, consumers will then be asked to evaluate the “spumante365.com and tannico.com” shopping site in terms of usability with traditional tools (surveys).