Exploring Gender Differences on eCommerce Websites: A Behavioral and Neural Approach Utilizing fNIRS

Anika Nissen*, Caspar Krampe

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingConference paperAcademicpeer-review


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.

Original languageEnglish
Title of host publicationInformation Systems and Neuroscience - NeuroIS Retreat 2020
EditorsFred D. Davis, René Riedl, Jan vom Brocke, Pierre-Majorique Léger, Adriane B. Randolph, Thomas Fischer
PublisherSpringer Science and Business Media Deutschland GmbH
Number of pages13
ISBN (Print)9783030600723
Publication statusPublished - 27 Oct 2020
EventVirtual conference NeuroIS Retreat, 2020 - Vienna, Austria
Duration: 2 Jun 20204 Jun 2020

Publication series

NameLecture Notes in Information Systems and Organisation
ISSN (Print)2195-4968
ISSN (Electronic)2195-4976


ConferenceVirtual conference NeuroIS Retreat, 2020


  • Behavioral measurements
  • eCommerce
  • fNIRS
  • Gender differences
  • Neural measurements
  • Online shopping


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