Akademik Veri Yönetim Sistemi
9th International Conference on Control, Decision and Information Technologies, CoDIT 2023, Rome, İtalya, 3 - 06 Temmuz 2023, ss.2299-2304
With the advances in technology and its effects on our lives, people could shop easily via e-commerce websites from any place and at any time. Since online shopping environments, where sellers and buyers come together, are considered equal to traditional shopping stores, interfaces are designed from a customer-driven approach. During the design phase of such websites, to reduce the confusion level of customers, how they are affected by the colors or components should be considered. Within the scope of this study, it is aimed to understand whether there is a change in users' emotional states during the shopping process on e-commerce sites including activities such as exploring, product search, and finding and purchasing. Also, the problems experienced during the online shopping process are aimed to be identified and to propose solutions for them. In this context, the participants with different demographic characteristics experienced a real shopping process. Pulse and galvanic skin conductivity (GSR) levels were measured to determine the participants' emotional states during the shopping process. The significance of the study is that the data is collected from different channels and sample groups with different characteristics are included in the experiment. In the light of the findings, it was determined that the GSR and Pulse levels of the customers changed in tasks such as account creation and alternative product selection. On the other hand, there is no significant difference between education levels when demographic factors are evaluated. But there is a significant change in emotions between generation and gender groups in terms of GSR and Pulse levels.