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dc.contributor.author Córdova, Felisa M.
dc.contributor.author Cifuentes, Fernando
dc.contributor.author Diaz, Hernán
dc.contributor.author Castro, Catalina
dc.contributor.author Hinostroza, Cristofer
dc.date.accessioned 2024-09-26T00:32:32Z
dc.date.available 2024-09-26T00:32:32Z
dc.date.issued 2022
dc.identifier.issn 1877-0509
dc.identifier.uri https://repositorio.uss.cl/handle/uss/12530
dc.description Publisher Copyright: © 2022 The Authors. Published by Elsevier B.V.
dc.description.abstract This research aims to analyze and interpret the behavior of customers who purchase via e-commerce, initially using traditional marketing tools, and then comparing them with neuromarketing tools such as EEG, VAK tests and Kolb learning styles. It begins with an online survey on e-commerce purchasing preferences, obtaining the classification by gender, socioeconomic group and other classic classifications, adding the VAK and Kolb learning styles as classifiers, both in the perception of an input message (VAK) and in its interpretation within potential internet buyers. It concludes with the promising usage of these new tools as contributions to classic marketing. Learning styles complement traditional marketing and especially online marketing, as they allow to better define the market segments to target. en
dc.language.iso eng
dc.relation.ispartof vol. 214 Issue: no. C Pages: 851-858
dc.source Procedia Computer Science
dc.title Customer behavior in e-commerce purchase from learning style en
dc.type Artículo de conferencia
dc.identifier.doi 10.1016/j.procs.2022.11.251
dc.publisher.department Facultad de Ingeniería, Arquitectura y Diseño


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