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

Jesús Catherine  Saldaña-Bocanegra; Helen Catalina  Rabanal-León; Luigi Italo Villena  Zapata; Nelly Roxana  Carranza-Yuncor; Julissa Cruz  Rosas; Wilfredo Santiago  Bocanegra Merino

doi:10.36941/ajis-2024-0118

Authors

Jesús Catherine Saldaña-Bocanegra Doctor in Administration, Lic. Administration, Universidad Cesar Vallejo, S.A.C. Av. Larco 1770 Urb. San Andrés 5ta etapa, Víctor Larco Herrera, Trujillo, La Libertad 13009, Perú
Helen Catalina Rabanal-León Doctor in Education, Mg. Educational Psychology, Master in Business Administration – MBA, Lic. in Education, Universidad Cesar Vallejo, S.A.C. Av. Larco 1770 Urb. San Andrés 5ta etapa, Víctor Larco Herrera, Trujillo, La Libertad 13009, Perú
Luigi Italo Villena Zapata Master in Education, Didactics of Higher Education, Statistical Engineer, Universidad Cesar Vallejo, S.A.C. Av. Larco 1770 Urb. San Andrés 5ta etapa, Víctor Larco Herrera, Trujillo, La Libertad 13009, Perú
Nelly Roxana Carranza-Yuncor Doctor in Education, Mg. in Educational Psychology, Lic. in Education, Universidad Cesar Vallejo, S.A.C. Av. Larco 1770 Urb. San Andrés 5ta etapa, Víctor Larco Herrera, Trujillo, La Libertad 13009, Perú
Julissa Cruz Rosas Doctor in Education, Mg. in Educational Psychology, Lic. in Education in the specialty: Philosophy, Psychology and Social Sciences, Universidad Nacional de Trujillo, Av. Juan Pablo II, Trujillo 13011, Perú
Wilfredo Santiago Bocanegra Merino Master in Operations and Logistics Management, Industrial Engineer, Universidad Cesar Vallejo, S.A.C. Av. Larco 1770 Urb. San Andrés 5ta etapa, Víctor Larco Herrera, Trujillo, La Libertad 13009, Perú

DOI:

https://doi.org/10.36941/ajis-2024-0118

Keywords:

Neuromarketing, purchase decision, e-commerce, digital marketing

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