Characteristics of Decision-Making for Different Levels of Product Involvement Depending on the Degree of Trust Transfer: A Comparison of Cognitive Decision-Making Criteria and Physiological Responses

This research verified the match rate between cognitive decision-making criteria and the physiological reaction on a website using Eye-Tracker, which measures a user's visual attention. Specifically, we explored the match rate between cognitive decision-making and the physiological reaction depending on the degree of product involvement and the degree of trust transfer through an experiment and survey. The verification results show that, for the involvement of products (high/low involvement), the match rate between the fixation length and the cognitive criteria used in decision-making for the high involvement product was higher than that with the low involvement product, and the difference in the match rate was statistically significant. However, in the aspect of trust transfer, the difference in the match rate between the high and low trust transfer groups was not statistically significant.