Relationship between Neuromarketing and Online Purchasing Decisions of Peruvian Consumers in the Post-Pandemic Era

Abstract

The pandemic has accelerated the transition toward e-commerce, highlighting the necessity of understanding how neuromarketing affects online purchasing decisions. This quantitative study, based on a correlational and cross-sectional design, explored the relationship between neuromarketing and purchasing decisions in virtual stores in northern Peru. Using a 40-item questionnaire, data from 498 adults in La Libertad and Lambayeque were collected. The analyses revealed significant correlations between cognition attention and the information search (rho=0.58) and alternative evaluation phases (rho=0.53), between emotion and the postpurchase stage (rho=0.54), and between memory and the recognition of need (rho=0.57), in addition to a strong direct association between cognition attention and the overall influence of neuromarketing on purchasing decisions (rho=0.72). These findings underscore the considerable impact of sensory and emotional experiences generated by neuromarketing on the critical stages of the purchasing behavior of Peruvian digital consumers, pointing to its relevance in enhancing customer satisfaction and loyalty in the digital age. In conclusion, various components of neuromarketing, specifically linked to the generation of pleasant and memorable sensory experiences, have a significant influence on the search, evaluation, and postpurchase satisfaction behaviors of virtual consumers in the region studied. Received: 3 March 2024 / Accepted: 13 June 2024 / Published: 02 July 2024