Low-Order Webpage Layout in Online Shopping Facilitates Purchase Decisions: Evidence from Event-Related Potentials

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Abstract
Introduction: In online shopping, the webpage layout plays an important part in the consumer's experience. The present study aims to investigate whether the webpage order and which order level (high order vs low order) facilitate consumers' instant purchase decisions for products. Methods: Fourteen right-handed healthy undergraduates and graduate students participated in the experiment as paid participants. In the experiment, participants were presented with daily products in different online shopping webpages (high-order vs low-order) and reported their purchase intentions between purchase and not purchase. Meanwhile, Electroencephalogram (EEG) was recorded from the participants throughout the experiment. In the analysis process, two event-related potentials (ERP) components, P2 and late positive potential (LPP) were mainly focused to examine the cognitive mechanism underlying the purchase decisions. Results: The behavioral data found that the low-order shopping webpage facilitated participants' purchase intentions compared with the high-order one. Neurophysiologically, increased P2 amplitudes and increased LPP amplitudes were revealed for the low-order webpage compared to the high-order webpage. The P2 indicates the early stage of attention engagement and discordant perception, while the LPP can be taken as a reflection of the late stage of the emotional self-control process. Conclusion: These results provided evidence that webpage order influenced people's purchase decisions. Low-order webpage design invoked more attention engagement and discordant perception and consumed more self-control resources than the high-order webpage design, which contributed to the higher purchase intentions.

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