Understanding the customer's cognitive behavior

Abstract

Due to the development of information technology, rapid changes are taking place in various fields, including the electronic commerce field. In particular, due to the introduction of various smart devices, consumers are experiencing and responding to new forms of electronic commerce. Therefore, this study aims to clarify the understanding of customer cognitive behavior in the field of e-commerce due to introduction of various smart devices. Research 1 analyzes the factors influencing consumers' memories in the aspect of advertising to be introduced on a new channel called smart speaker through experiments. The results showed that interactivity, product involvement, contextual relevance, and talker variability directly or indirectly affect the customer memory. Research 2 confirms the change and distribution of visual attention from the product type and product placement method in the customer's e-commerce experience in PC and mobile channels through eye tracking methodology. In the case of mobile channels, visual attention has changed more rapidly, and the distribution tendency of visual attention changes according to product placement and product type. The approach and analysis results presented in this paper can give implications for the cognitive behavior of customers on smart devices