Abstract

To bridge the research gap on the issue of metacognition in the IS research, this study examines consumer’s metacognition in the context of B2C e-commerce. Especially, focusing on the e-commerce solution in terms of Electronic Product Catalogs (EPCs), this study attempts to investigate the effect of the IT artefact on consumer’s metacognition in online shopping. From the perspective of cognitive neuroscience, the study combines neurophysiological methodology with psychometric measures to develop a deeper understanding of consumer’s metacognition. The fMRI (functional Magnetic Resonance Imaging) is introduced to capture consumer’s neural activities in the region of interest (ROI) related to metacognition across the conditions of e-commerce websites with and without EPCs in a manipulated online shopping scenario. Besides, consumer’s evaluation of the e-commerce websites is further studied.

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