Search the site

The University of Manchester Library

In April 2016 Manchester eScholar was replaced by the University of Manchester’s new Research Information Management System, Pure. In the autumn the University’s research outputs will be available to search and browse via a new Research Portal. Until then the University’s full publication record can be accessed via a temporary portal and the old eScholar content is available to search and browse via this archive.

Analysing Cognitive Emotional and Behavioural Engagement to Interactive Retail Websites using Electroencephalogram (EEG) Technology and Surveys

Dulabh, Meera

[Thesis]. Manchester, UK: The University of Manchester; 2019.

Access to files

Abstract

Online retailing has increased exponentially within the last decade (Mintel, 2014), and websites are becoming more interactive as technology advances. This demand of interactivity encourages retailers to understand how their consumer behaves in order to increase or maintain sales. The online shopping environment consists of many levels of interaction, this thesis looks at three in particular; browsing, videos and social media which have been modeled from Manganari et al., (2009) Online Store Environment Framework (OSEF). Consumer engagement is a fairly new construct implemented in marketing theory (Van Doorn, 2010) and has been evidenced to contain cognitive, emotional and behavioural components constituting to a Cognitive Behavioural Engagement framework (Cognitive Behavioural Engagement) (CBE). This thesis measures CBE within the OSEF through developing a revised theoretical framework. Methodological tools used to measure engagement in UK female shoppers (aged 18-30) is that of three distinct surveys (N=261, N=266, N=264) and Electroencephalogram (EEG) (N=21) to an online fashion pure-play (online only) retailer. Structural Equation Modelling (SEM) is used to confirm the revised theoretical framework. The results of survey data shapes the hypotheses of the EEG experiment. ANOVA and correlations are used to analyse engagement and emotions from brain activity data. Findings from study one (surveys) reveals that ‘involvement’ and ‘absorption’ were present in every survey. Browsing a website did not evoke ‘attention’ (not predicted), watching a video had a predicted relationship with ‘involvement-arousal-re-visit intention’ and participating in Instagram had an unexpected relationship with ‘involvement-focused attention- re-visit intention’. Findings from study two (EEG experiments) demonstrated high levels of emotion overall when participating in social media and high levels of engagement were present overall with videos. Correlations were not in parrallel with survey results, the only congruent result between EEG and Surveys was the result of absorption having an assosiation with purchase intention in the website browsing task. Overall engagement is present in an online interactive shopping environment, this study sheds light on differing website elements linked to different levels of engagement for retailers, practitioners and marketers in the field of marketing and neuro-marketing.

Bibliographic metadata

Type of resource:
Content type:
Administered thesis
Form of thesis:
Traditional
Type of submission:
Doctoral level ETD - final
Thesis title:
Analysing Cognitive Emotional and Behavioural Engagement to Interactive Retail Websites using Electroencephalogram (EEG) Technology and Surveys
Degree type:
Doctor of Philosophy
Degree programme:
PhD Materials (42 months)
Publication date:
2019-08-01T15:58:37
Institution:
The University of Manchester
Location:
Manchester, UK
Total pages:
407
Abstract:
Online retailing has increased exponentially within the last decade (Mintel, 2014), and websites are becoming more interactive as technology advances. This demand of interactivity encourages retailers to understand how their consumer behaves in order to increase or maintain sales. The online shopping environment consists of many levels of interaction, this thesis looks at three in particular; browsing, videos and social media which have been modeled from Manganari et al., (2009) Online Store Environment Framework (OSEF). Consumer engagement is a fairly new construct implemented in marketing theory (Van Doorn, 2010) and has been evidenced to contain cognitive, emotional and behavioural components constituting to a Cognitive Behavioural Engagement framework (Cognitive Behavioural Engagement) (CBE). This thesis measures CBE within the OSEF through developing a revised theoretical framework. Methodological tools used to measure engagement in UK female shoppers (aged 18-30) is that of three distinct surveys (N=261, N=266, N=264) and Electroencephalogram (EEG) (N=21) to an online fashion pure-play (online only) retailer. Structural Equation Modelling (SEM) is used to confirm the revised theoretical framework. The results of survey data shapes the hypotheses of the EEG experiment. ANOVA and correlations are used to analyse engagement and emotions from brain activity data. Findings from study one (surveys) reveals that ‘involvement’ and ‘absorption’ were present in every survey. Browsing a website did not evoke ‘attention’ (not predicted), watching a video had a predicted relationship with ‘involvement-arousal-re-visit intention’ and participating in Instagram had an unexpected relationship with ‘involvement-focused attention- re-visit intention’. Findings from study two (EEG experiments) demonstrated high levels of emotion overall when participating in social media and high levels of engagement were present overall with videos. Correlations were not in parrallel with survey results, the only congruent result between EEG and Surveys was the result of absorption having an assosiation with purchase intention in the website browsing task. Overall engagement is present in an online interactive shopping environment, this study sheds light on differing website elements linked to different levels of engagement for retailers, practitioners and marketers in the field of marketing and neuro-marketing.
Keyword(s):
Thesis main supervisor(s):
Thesis co-supervisor(s):
Degree grantor:
Language:
en

Institutional metadata

University researcher(s):
Academic department(s):

Record metadata

Manchester eScholar ID:
uk-ac-man-scw:320358
Created by:
Dulabh, Meera
Created:
1st August, 2019, 14:58:37
Last modified by:
Dulabh, Meera
Last modified:
14th August, 2019, 10:40:35

Can we help?

The library chat service will be available from 11am-3pm Monday to Friday (excluding Bank Holidays). You can also email your enquiry to us.