Why he buys it and she doesn't – Exploring self-reported and neural gender differences in the perception of eCommerce websites
作者：
Highlights：
• No gender-related differences are found in self-reported evaluations of the aesthetics and usefulness of ecommerce websites.
• Neuropsychologically, men show increased neural activity in parts of the prefrontal cortex when using ecommerce websites.
• For websites evaluated as aesthetic and useful, men show increased neural activity in the left dlPFC and vlPFC.
• For websites evaluated as unaesthetic and less useful, men show increased neural activity in regions of the right mPFC.
• Results show that neuropsychological measures provide insights into information processing differences between men and women.
摘要
•No gender-related differences are found in self-reported evaluations of the aesthetics and usefulness of ecommerce websites.•Neuropsychologically, men show increased neural activity in parts of the prefrontal cortex when using ecommerce websites.•For websites evaluated as aesthetic and useful, men show increased neural activity in the left dlPFC and vlPFC.•For websites evaluated as unaesthetic and less useful, men show increased neural activity in regions of the right mPFC.•Results show that neuropsychological measures provide insights into information processing differences between men and women.
论文关键词：Gender differences,Website,fNIRS,Neural activity,Aesthetics,Perceived usefulness
论文评审过程：Received 9 June 2020, Revised 20 March 2021, Accepted 4 April 2021, Available online 8 April 2021, Version of Record 4 May 2021.
论文官网地址：https://doi.org/10.1016/j.chb.2021.106809
