Mo, 08. Jun. 2020   Busch, Jan

Anika Nissen nimmt mit zwei Vorträgen an virtueller NeuroIS-Konferenz teil

Zwei eingereichte Beiträge von Anika Nissen wurden erfolgreich auf der diesjährigen NeuroIS-Retreat-Konferenz akzeptiert. Aufgrund der aktuellen Lage durch Covid-19 findet die Konferenz dieses Jahr virtuell über Microsoft Teams statt. Dabei treffen sich jährlich Wirtschaftsinformatiker, Betriebswirtschaftler und Neurowissenschaftler zum Austausch für NeuroIS bezogenen Themen. Wir freuen uns, dass unsere Beiträge zur Farbgestaltung bei Webseiten und neuronalen, geschlechtsspezifischen Unterschieden in der Informationsverarbeitung von Webseiten auf der Konferenz angenommen wurden und wir diese dort der Community präsentieren konnten. Nachfolgend sind die Abstracts der Vorträge zu finden:

"Why We Love Blue Hues on Websites : A FNIRS Investigation of Color and Its Impact on the Neural Processing of E-Commerce Websites"

Blue of all colors seems to be generally preferred by humans and animals. Consequently, the use of this color in ecommerce context has several positive effects such as increased trustworthiness and aesthetic ratings. These effects are, in this study, hypothesized to be caused by specific neural processes in the prefrontal cortex of human decision makers. Consequently, this study tackles the research question whether there is a distinct neural activation pattern for blue websites that helps to explain why blue is often most favored. To investigate this, one website is designed and manipulated in col-or to which user reactions are measured by employing functional near-infrared spectroscopy (fNIRS). The results of this study show that blue colored websites seem to require generally less processing power related to cognitive while revealing increases in brain structures related to processing pleasant and aesthetic stimuli.

"Exploring Gender Differences on E-Commerce Websites : A Behavioral and Neural Approach Utilizing FNIRS"

Whether males and females evaluate ecommerce websites differently has long been discussed and has resulted in inconsistent research findings. While some studies identified gender differences in the evaluation of websites, other studies indicate that these differences are inexistent. To shed light on these hypothetical gender differences on ecommerce website perceptions, a behavioral and functional near-infrared spectroscopy (fNIRS) experiment in which participants had to use and evaluate three different ecommerce websites was conducted. While the questionnaire-based behavioral results showed no significant differences between gender, neural gender differences could be discovered. In particular, well rated websites resulted in increased neural activity for men in brain regions of the dlPFC and vlPFC in the left hemisphere, while the lower evaluated websites resulted in an increased neural activity in brain regions of the vmPFC for men in the right hemisphere. Consequently, the results suggest that men seem to require higher neural activity for the emotional appraisal of, and decision making on ecommerce websites.

Auch möchten wir hiermit nochmal den Veranstaltern für die hervorragende virtuelle Umsetzung der Konferenz danken.