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Original research article, the impact of online reviews on consumers’ purchasing decisions: evidence from an eye-tracking study.

• 1 School of Business, Ningbo University, Ningbo, China
• 2 School of Business, Western Sydney University, Penrith, NSW, Australia

This study investigated the impact of online product reviews on consumers purchasing decisions by using eye-tracking. The research methodology involved (i) development of a conceptual framework of online product review and purchasing intention through the moderation role of gender and visual attention in comments, and (ii) empirical investigation into the region of interest (ROI) analysis of consumers fixation during the purchase decision process and behavioral analysis. The results showed that consumers’ attention to negative comments was significantly greater than that to positive comments, especially for female consumers. Furthermore, the study identified a significant correlation between the visual browsing behavior of consumers and their purchase intention. It also found that consumers were not able to identify false comments. The current study provides a deep understanding of the underlying mechanism of how online reviews influence shopping behavior, reveals the effect of gender on this effect for the first time and explains it from the perspective of attentional bias, which is essential for the theory of online consumer behavior. Specifically, the different effects of consumers’ attention to negative comments seem to be moderated through gender with female consumers’ attention to negative comments being significantly greater than to positive ones. These findings suggest that practitioners need to pay particular attention to negative comments and resolve them promptly through the customization of product/service information, taking into consideration consumer characteristics, including gender.

Introduction

E-commerce has grown substantially over the past years and has become increasingly important in our daily life, especially under the influence of COVID-19 recently ( Hasanat et al., 2020 ). In terms of online shopping, consumers are increasingly inclined to obtain product information from reviews. Compared with the official product information provided by the sellers, reviews are provided by other consumers who have already purchased the product via online shopping websites ( Baek et al., 2012 ). Meanwhile, there is also an increasing trend for consumers to share their shopping experiences on the network platform ( Floh et al., 2013 ). In response to these trends, a large number of studies ( Floh et al., 2013 ; Lackermair et al., 2013 ; Kang et al., 2020 ; Chen and Ku, 2021 ) have investigated the effects of online reviews on purchasing intention. These studies have yielded strong evidence of the valence intensity of online reviews on purchasing intention. Lackermair et al. (2013) , for example, showed that reviews and ratings are an important source of information for consumers. Similarly, through investigating the effects of review source and product type, Bae and Lee (2011) concluded that a review from an online community is the most credible for consumers seeking information about an established product. Since reviews are comments from consumers’ perspectives and often describe their experience using the product, it is easier for other consumers to accept them, thus assisting their decision-making process ( Mudambi and Schuff, 2010 ).

A survey conducted by Zhong-Gang et al. (2015) reveals that nearly 60% of consumers browse online product reviews at least once a week and 93% of whom believe that these online reviews help them to improve the accuracy of purchase decisions, reduce the risk of loss and affect their shopping options. When it comes to e-consumers in commercial activities on B2B and B2C platforms, 82% of the consumers read product reviews before making shopping choices, and 60% of them refer to comments every week. Research shows that 93% of consumers say online reviews will affect shopping choices, indicating that most consumers have the habit of reading online reviews regularly and rely on the comments for their purchasing decisions ( Vimaladevi and Dhanabhakaym, 2012 ).

Consumer purchasing decision after reading online comments is a psychological process combining vision and information processing. As evident from the literature, much of the research has focused on the outcome and impact of online reviews affecting purchasing decisions but has shed less light on the underlying processes that influence customer perception ( Sen and Lerman, 2007 ; Zhang et al., 2010 ; Racherla and Friske, 2013 ). While some studies have attempted to investigate the underlying processes, including how people are influenced by information around the product/service using online reviews, there is limited research on the psychological process and information processing involved in purchasing decisions. The eye-tracking method has become popular in exploring and interpreting consumer decisions making behavior and cognitive processing ( Wang and Minor, 2008 ). However, there is very limited attention to how the emotional valence and the content of comments, especially those negative comments, influence consumers’ final decisions by adopting the eye-tracking method, including a gender comparison in consumption, and to whether consumers are suspicious of false comments.

Thus, the main purpose of this research is to investigate the impact of online reviews on consumers’ purchasing decisions, from the perspective of information processing by employing the eye-tracking method. A comprehensive literature review on key themes including online reviews, the impact of online reviews on purchasing decisions, and underlying processes including the level and credibility of product review information, and processing speed/effectiveness to drive customer perceptions on online reviews, was used to identify current research gaps and establish the rationale for this research. This study simulated a network shopping scenario and conducted an eye movement experiment to capture how product reviews affect consumers purchasing behavior by collecting eye movement indicators and their behavioral datum, in order to determine whether the value of the fixation dwell time and fixation count for negative comment areas is greater than that for positive comment area and to what extent the consumers are suspicious about false comments. Visual attention by both fixation dwell time and count is considered as part of moderating effect on the relationship between the valence of comment and purchase intention, and as the basis for accommodating underlying processes.

The paper is organized as follows. The next section presents literature reviews of relevant themes, including the role of online reviews and the application of eye movement experiments in online consumer decision research. Then, the hypotheses based on the relevant theories are presented. The research methodology including data collection methods is presented subsequently. This is followed by the presentation of data analysis, results, and discussion of key findings. Finally, the impact of academic practical research and the direction of future research are discussed, respectively.

Literature Review

Online product review.

Several studies have reported on the influence of online reviews, in particular on purchasing decisions in recent times ( Zhang et al., 2014 ; Zhong-Gang et al., 2015 ; Ruiz-Mafe et al., 2018 ; Von Helversen et al., 2018 ; Guo et al., 2020 ; Kang et al., 2020 ; Wu et al., 2021 ). These studies have reported on various aspects of online reviews on consumers’ behavior, including consideration of textual factors ( Ghose and Ipeirotiss, 2010 ), the effect of the level of detail in a product review, and the level of reviewer agreement with it on the credibility of a review, and consumers’ purchase intentions for search and experience products ( Jiménez and Mendoza, 2013 ). For example, by means of text mining, Ghose and Ipeirotiss (2010) concluded that the use of product reviews is influenced by textual features, such as subjectivity, informality, readability, and linguistic accuracy. Likewise, Boardman and Mccormick (2021) found that consumer attention and behavior differ across web pages throughout the shopping journey depending on its content, function, and consumer’s goal. Furthermore, Guo et al. (2020) showed that pleasant online customer reviews lead to a higher purchase likelihood compared to unpleasant ones. They also found that perceived credibility and perceived diagnosticity have a significant influence on purchase decisions, but only in the context of unpleasant online customer reviews. These studies suggest that online product reviews will influence consumer behavior but the overall effect will be influenced by many factors.

In addition, studies have considered broader online product information (OPI), comprising both online reviews and vendor-supplied product information (VSPI), and have reported on different attempts to understand the various ways in which OPI influences consumers. For example, Kang et al. (2020) showed that VSPI adoption affected online review adoption. Lately, Chen and Ku (2021) found a positive relationship between diversified online review websites as accelerators for online impulsive buying. Furthermore, some studies have reported on other aspects of online product reviews, including the impact of online reviews on product satisfaction ( Changchit and Klaus, 2020 ), relative effects of review credibility, and review relevance on overall online product review impact ( Mumuni et al., 2020 ), functions of reviewer’s gender, reputation and emotion on the credibility of negative online product reviews ( Craciun and Moore, 2019 ) and influence of vendor cues like the brand reputation on purchasing intention ( Kaur et al., 2017 ). Recently, an investigation into the impact of online review variance of new products on consumer adoption intentions showed that product newness and review variance interact to impinge on consumers’ adoption intentions ( Wu et al., 2021 ). In particular, indulgent consumers tend to prefer incrementally new products (INPs) with high variance reviews while restrained consumers are more likely to adopt new products (RNPs) with low variance.

Emotion Valence of Online Product Review and Purchase Intention

Although numerous studies have investigated factors that may influence the effects of online review on consumer behavior, few studies have focused on consumers’ perceptions, emotions, and cognition, such as perceived review helpfulness, ease of understanding, and perceived cognitive effort. This is because these studies are mainly based on traditional self-report-based methods, such as questionnaires, interviews, and so on, which are not well equipped to measure implicit emotion and cognitive factors objectively and accurately ( Plassmann et al., 2015 ). However, emotional factors are also recognized as important in purchase intention. For example, a study on the usefulness of online film reviews showed that positive emotional tendencies, longer sentences, the degree of a mix of the greater different emotional tendencies, and distinct expressions in critics had a significant positive effect on online comments ( Yuanyuan et al., 2009 ).

Yu et al. (2010) also demonstrated that the different emotional tendencies expressed in film reviews have a significant impact on the actual box office. This means that consumer reviews contain both positive and negative emotions. Generally, positive comments tend to prompt consumers to generate emotional trust, increase confidence and trust in the product and have a strong persuasive effect. On the contrary, negative comments can reduce the generation of emotional trust and hinder consumers’ buying intentions ( Archak et al., 2010 ). This can be explained by the rational behavior hypothesis, which holds that consumers will avoid risk in shopping as much as possible. Hence, when there is poor comment information presented, consumers tend to choose not to buy the product ( Mayzlin and Chevalier, 2003 ). Furthermore, consumers generally believe that negative information is more valuable than positive information when making a judgment ( Ahluwalia et al., 2000 ). For example, a single-star rating (criticism) tends to have a greater influence on consumers’ buying tendencies than that of a five-star rating (compliment), a phenomenon known as the negative deviation.

Since consumers can access and process information quickly through various means and consumers’ emotions influence product evaluation and purchasing intention, this research set out to investigate to what extent and how the emotional valence of online product review would influence their purchase intention. Therefore, the following hypothesis was proposed:

H1 : For hedonic products, consumer purchase intention after viewing positive emotion reviews is higher than that of negative emotion ones; On the other hand, for utilitarian products, it is believed that negative comments are more useful than positive ones and have a greater impact on consumers purchase intention by and large.

It is important to investigate Hypothesis one (H1) although it seems obvious. Many online merchants pay more attention to products with negative comments and make relevant improvements to them rather than those with positive comments. Goods with positive comments can promote online consumers’ purchase intention more than those with negative comments and will bring more profits to businesses.

Sen and Lerman (2007) found that compared with the utilitarian case, readers of negative hedonic product reviews are more likely to attribute the negative opinions expressed, to the reviewer’s internal (or non-product-related) reasons, and therefore, are less likely to find the negative reviews useful. However, in the utilitarian case, readers are more likely to attribute the reviewer’s negative opinions to external (or product-related) motivations, and therefore, find negative reviews more useful than positive reviews on average. Product type moderates the effect of review valence, Therefore, Hypothesis one is based on hedonic product types, such as fiction books.

Guo et al. (2020) found pleasant online customer reviews to lead to a higher purchase likelihood than unpleasant ones. This confirms hypothesis one from another side. The product selected in our experiment is a mobile phone, which is not only a utilitarian product but also a hedonic one. It can be used to make a phone call or watch videos, depending on the user’s demands.

Eye-Tracking, Online Product Review, and Purchase Intention

The eye-tracking method is commonly used in cognitive psychology research. Many researchers are calling for the use of neurobiological, neurocognitive, and physiological approaches to advance information system research ( Pavlou and Dimoka, 2010 ; Liu et al., 2011 ; Song et al., 2017 ). Several studies have been conducted to explore consumers’ online behavior by using eye-tracking. For example, using the eye-tracking method, Luan et al. (2016) found that when searching for products, customers’ attention to attribute-based evaluation is significantly longer than that of experience-based evaluation, while there is no significant difference for the experiential products. Moreover, their results indicated eye-tracking indexes, for example, fixation dwell time, could intuitively reflect consumers’ search behavior when they attend to the reviews. Also, Hong et al. (2017) confirmed that female consumers pay more attention to picture comments when they buy experience goods; when they buy searched products, they are more focused on the pure text comments. When the price and comment clues are consistent, consumers’ purchase rates significantly improve.

Eye-tracking method to explore and interpret consumers’ decision-making behavior and cognitive processing is primarily based on the eye-mind hypothesis proposed by Just and Carpenter (1992) . Just and Carpenter (1992) stated that when an individual is looking, he or she is currently perceiving, thinking about, or attending to something, and his or her cognitive processing can be identified by tracking eye movement. Several studies on consumers’ decision-making behavior have adopted the eye-tracking approach to quantify consumers’ visual attention, from various perspectives including determining how specific visual features of the shopping website influenced their attitudes and reflected their cognitive processes ( Renshaw et al., 2004 ), exploring gender differences in visual attention and shopping attitudes ( Hwang and Lee, 2018 ), investigating how employing human brands affects consumers decision quality ( Chae and Lee, 2013 ), consumer attention and different behavior depending on website content, functions and consumers goals ( Boardman and McCormick, 2019 ). Measuring the attention to the website and time spent on each purchasing task in different product categories shows that shoppers attend to more areas of the website for purposes of website exploration than for performing purchase tasks. The most complex and time-consuming task for shoppers is the assessment of purchase options ( Cortinas et al., 2019 ). Several studies have investigated fashion retail websites using the eye-tracking method and addressed various research questions, including how consumers interact with product presentation features and how consumers use smartphones for fashion shopping ( Tupikovskaja-Omovie and Tyler, 2021 ). Yet, these studies considered users without consideration of user categories, particularly gender. Since this research is to explore consumers’ decision-making behavior and the effects of gender on visual attention, the eye-tracking approach was employed as part of the overall approach of this research project. Based on existing studies, it could be that consumers may pay more attention to negative evaluations, will experience cognitive conflict when there are contradictory false comments presented, and will be unable to judge good or bad ( Cui et al., 2012 ). Therefore, the following hypothesis was proposed:

H2 : Consumers’ purchasing intention associated with online reviews is moderated/influenced by the level of visual attention.

To test the above hypothesis, the following two hypotheses were derived, taking into consideration positive and negative review comments from H1, and visual attention associated with fixation dwell time and fixation count.

H2a : When consumers intend to purchase a product, fixation dwell time and fixation count for negative comment areas are greater than those for positive comment areas.

Furthermore, when consumers browse fake comments, they are suspicious and actively seek out relevant information to identify the authenticity of the comments, which will result in more visual attention. Therefore, H2b was proposed:

H2b : Fixation dwell time and fixation count for fake comments are greater than those for authentic comments.

When considering the effect of gender on individual information processing, some differences were noted. For example, Meyers-Levy and Sternthal (1993) put forward the selectivity hypothesis, a theory of choice hypothesis, which implies that women gather all information possible, process it in an integrative manner, and make a comprehensive comparison before making a decision, while men tend to select only partial information to process and compare according to their existing knowledge—a heuristic and selective strategy. Furthermore, for an online product review, it was also reported that gender can easily lead consumers to different perceptions of the usefulness of online word-of-mouth. For example, Zhang et al. (2014) confirmed that a mixed comment has a mediating effect on the relationship between effective trust and purchasing decisions, which is stronger in women. This means that men and women may have different ways of processing information in the context of making purchasing decisions using online reviews. To test the above proposition, the following hypothesis was proposed:

H3 : Gender factors have a significant impact on the indicators of fixation dwell time and fixation count on the area of interest (AOI). Male purchasing practices differ from those of female consumers. Male consumers’ attention to positive comments is greater than that of female ones, they are more likely than female consumers to make purchase decisions easily.

Furthermore, according to the eye-mind hypothesis, eye movements can reflect people’s cognitive processes during their decision process ( Just and Carpenter, 1980 ). Moreover, neurocognitive studies have indicated that consumers’ cognitive processing can reflect the strategy of their purchase decision-making ( Rosa, 2015 ; Yang, 2015 ). Hence, the focus on the degree of attention to different polarities and the specific content of comments can lead consumers to make different purchasing decisions. Based on the key aspects outlined and discussed above, the following hypothesis was proposed:

H4 : Attention to consumers’ comments is positively correlated with consumers’ purchasing intentions: Consumers differ in the content of comments to which they gaze according to gender factors.

Thus, the framework of the current study is shown in Figure 1 .

Figure 1 . Conceptual framework of the study.

Materials and Methods

The research adopted an experimental approach using simulated lab environmental settings for collecting experimental data from a selected set of participants who have experience with online shopping. The setting of the task was based on guidelines for shopping provided on Taobao.com , which is the most famous and frequently used C2C platform in China. Each experiment was set with the guidelines provided and carried out for a set time. Both behavioral and eye movement data were collected during the experiment.

Participants

A total of 40 healthy participants (20 males and 20 females) with online shopping experiences were selected to participate in the experiment. The participants were screened to ensure normal or correct-to-normal vision, no color blindness or poor color perception, or other eye diseases. All participants provided their written consent before the experiment started. The study was approved by the Internal Review Board of the Academy of Neuroeconomics and Neuromanagement at Ningbo University and by the Declaration of Helsinki ( World Medical Association, 2014 ).

With standardization and small selection differences among individuals, search products can be objectively evaluated and easily compared, to effectively control the influence of individual preferences on the experimental results ( Huang et al., 2009 ). Therefore, this research focused on consumer electronics products, essential products in our life, as the experiment stimulus material. To be specific, as shown in Figure 2 , a simulated shopping scenario was presented to participants, with a product presentation designed in a way that products are shown on Taobao.com . Figure 2 includes two segments: One shows mobile phone information ( Figure 2A ) and the other shows comments ( Figure 2B ). Commodity description information in Figure 2A was collected from product introductions on Taobao.com , mainly presenting some parameter information about the product, such as memory size, pixels, and screen size. There was little difference in these parameters, so quality was basically at the same level across smartphones. Prices and brand information were hidden to ensure that reviews were the sole factor influencing consumer decision-making. Product review areas in Figure 2B are the AOI, presented as a double-column layout. Each panel included 10 (positive or negative) reviews taken from real online shopping evaluations, amounting to a total of 20 reviews for each product. To eliminate the impact of different locations of comments on experimental results, the positions of the positive and negative comment areas were exchanged, namely, 50% of the subjects had positive comments presented on the left and negative comments on the right, with the remaining 50% of the participants receiving the opposite set up.

Figure 2 . Commodity information and reviews. (A) Commodity information, (B) Commodity reviews. Screenshots of Alibaba shopfront reproduced with permission of Alibaba and Shenzhen Genuine Mobile Phone Store.

A total of 12,403 product reviews were crawled through and extracted from the two most popular online shopping platforms in China (e.g., Taobao.com and JD.com ) by using GooSeeker (2015) , a web crawler tool. The retrieved reviews were then further processed. At first, brand-related, price-related, transaction-related, and prestige-related contents were removed from comments. Then, the reviews were classified in terms of appearance, memory, running speed, logistics, and so on into two categories: positive reviews and negative reviews. Furthermore, the content of the reviews was refined to retain the original intention but to meet the requirements of the experiment. In short, reviews were modified to ensure brevity, comprehensibility, and equal length, so as to avoid causing cognitive difficulties or ambiguities in semantic understanding. In the end, 80 comments were selected for the experiment: 40 positive and 40 negative reviews (one of the negative comments was a fictitious comment, formulated for the needs of the experiment). To increase the number of experiments and the accuracy of the statistical results, four sets of mobile phone products were set up. There were eight pairs of pictures in total.

Before the experiment started, subjects were asked to read the experimental guide including an overview of the experiment, an introduction of the basic requirements and precautions in the test, and details of two practice trials that were conducted. When participants were cognizant of the experimental scenario, the formal experiment was ready to begin. Participants were required to adjust their bodies to a comfortable sitting position. The 9 points correction program was used for calibration before the experiment. Only those with a deviation angle of less than 1-degree angle could enter the formal eye movement experiment. In our eye-tracking experiment, whether the participant wears glasses or not was identified as a key issue. If the optical power of the participant’s glasses exceeds 200 degrees, due to the reflective effect of the lens, the eye movement instrument will cause great errors in the recording of eye movements. In order to ensure the accuracy of the data recorded by the eye tracker, the experimenter needs to test the power of each participant’s glasses and ensure that the degree of the participant’s glasses does not exceed 200 degrees before the experiment. After drift correction of eye movements, the formal experiment began. The following prompt was presented on the screen: “you will browse four similar mobile phone products; please make your purchase decision for each mobile phone.” Participants then had 8,000 ms to browse the product information. Next, they were allowed to look at the comments image as long as required, after which they were asked to press any key on the keyboard and answer the question “are you willing to buy this cell phone?.”

In this experiment, experimental materials were displayed on a 17-inch monitor with a resolution of 1,024 × 768 pixels. Participants’ eye movements were tracked and recorded by the Eyelink 1,000 desktop eye tracker which is a precise and accurate video-based eye tracker instrument, integrating with SR Research Experiment Builder, Data Viewer, and third-party software tools, with a sampling rate of 1,000 Hz. ( Hwang and Lee, 2018 ). Data processing was conducted by the matching Data Viewer analysis tool.

The experiment flow of each trial is shown in Figure 3 . Every subject was required to complete four trials, with mobile phone style information and comment content different and randomly presented in each trial. After the experiment, a brief interview was conducted to learn about participants’ browsing behavior when they purchased the phone and collected basic information via a matching questionnaire. The whole experiment took about 15 min.

Figure 3 . Experimental flow diagram. Screenshots of Alibaba shopfront reproduced with permission of Alibaba and Shenzhen Genuine Mobile Phone Store.

Data Analysis

Key measures of data collected from the eye-tracking experiment included fixation dwell time and fixation count. AOI is a focus area constructed according to experimental purposes and needs, where pertinent eye movement indicators are extracted. It can guarantee the precision of eye movement data, and successfully eliminate interference from other visual factors in the image. Product review areas are our AOIs, with positive comments (IA1) and negative comments (IA2) divided into two equal-sized rectangular areas.

Fixation can indicate the information acquisition process. Tracking eye fixation is the most efficient way to capture individual information from the external environment ( Hwang and Lee, 2018 ). In this study, fixation dwell time and fixation count were used to indicate users’ cognitive activity and visual attention ( Jacob and Karn, 2003 ). It can reflect the degree of digging into information and engaging in a specific situation. Generally, a more frequent fixation frequency indicates that the individual is more interested in the target resulting in the distribution of fixation points. Valuable and interesting comments attract users to pay more attention throughout the browsing process and focus on the AOIs for much longer. Since these two dependent variables (fixation dwell time and fixation count) comprised our measurement of the browsing process, comprehensive analysis can effectively measure consumers’ reactions to different review contents.

The findings are presented in each section including descriptive statistical analysis, analysis from the perspective of gender and review type using ANOVA, correlation analysis of purchasing decisions, and qualitative analysis of observations.

Descriptive Statistical Analysis

Fixation dwell time and fixation count were extracted in this study for each record. In this case, 160 valid data records were recorded from 40 participants. Each participant generated four records which corresponded to four combinations of two conditions (positive and negative) and two eye-tracking indices (fixation dwell time and fixation count). Each record represented a review comment. Table 1 shows pertinent means and standard deviations.

Table 1 . Results of mean and standard deviations.

It can be noted from the descriptive statistics for both fixation dwell time and fixation count that the mean of positive reviews was less than that of negative ones, suggesting that subjects spent more time on and had more interest in negative reviews. This tendency was more obvious in female subjects, indicating a role of gender.

Fixation results can be reported using a heat mapping plot to provide a more intuitive understanding. In a heat mapping plot, fixation data are displayed as different colors, which can manifest the degree of user fixation ( Wang et al., 2014 ). Red represents the highest level of fixation, followed by yellow and then green, and areas without color represent no fixation count. Figure 4 implies that participants spent more time and cognitive effort on negative reviews than positive ones, as evidenced by the wider red areas in the negative reviews. However, in order to determine whether this difference is statistically significant or not, further inferential statistical analyses were required.

Figure 4 . Heat map of review picture.

Repeated Measures From Gender and Review Type Perspectives—Analysis of Variance

The two independent variables for this experiment were the emotional tendency of the review and gender. A preliminary ANOVA analysis was performed, respectively, on fixation dwell time and fixation count values, with gender (man vs. woman) and review type (positive vs. negative) being the between-subjects independent variables in both cases.

A significant dominant effect of review type was found for both fixation dwell time ( p 1  < 0.001) and fixation count ( p 2  < 0.001; see Table 2 ). However, no significant dominant effect of gender was identified for either fixation dwell time ( p 1  = 0.234) or fixation count ( p 2  = 0.805). These results indicated that there were significant differences in eye movement indicators between positive and negative commentary areas, which confirms Hypothesis 2a. The interaction effect between gender and comment type was significant for both fixation dwell time ( p 1  = 0.002) and fixation count ( p 2  = 0.001). Therefore, a simple-effect analysis was carried out. The effects of different comment types with fixed gender factors and different gender with fixed comment type factors on those two dependent variables (fixation dwell time and fixation count) were investigated and the results are shown in Table 3 .

Table 2 . Results of ANOVA analysis.

Table 3 . Results of simple-effect analysis.

When the subject was female, comment type had a significant dominant effect for both fixation dwell time ( p 1  < 0.001) and fixation count ( p 2  < 0.001). This indicates that female users’ attention time and cognitive level on negative comments were greater than those on positive comments. However, the dominant effect of comment type was not significant ( p 1  = 0.336 > 0.05, p 2  = 0.43 > 0.05) for men, suggesting no difference in concern about the two types of comments for men.

Similarly, when scanning positive reviews, gender had a significant dominant effect ( p 1  = 0.003 < 0.05, p 2  = 0.025 < 0.05) on both fixation dwell time and fixation count, indicating that men exerted longer focus and deeper cognitive efforts to dig out positive reviews than women. In addition, the results for fixation count showed that gender had significant dominant effects ( p 1  = 0.18 > 0.05, p 2  = 0.01 < 0.05) when browsing negative reviews, suggesting that to some extent men pay significantly less cognitive attention to negative reviews than women, which is consistent with the conclusion that men’s attention to positive comments is greater than women’s. Although the dominant effect of gender was not significant ( p 1  = 0.234 > 0.05, p 2  = 0.805 > 0.05) in repeated measures ANOVA, there was an interaction effect with review type. For a specific type of comment, gender had significant influences, because the eye movement index between men and women was different. Thus, gender plays a moderating role in the impact of comments on consumers purchasing behavior.

Correlation Analysis of Purchase Decision

Integrating eye movement and behavioral data, whether participants’ focus on positive or negative reviews is linked to their final purchasing decisions were explored. Combined with the participants’ purchase decision results, the areas with large fixation dwell time and concerns of consumers in the picture were screened out. The frequency statistics are shown in Table 4 .

Table 4 . Frequency statistics of purchasing decisions.

The correlation analysis between the type of comment and the decision data shows that users’ attention level on positive and negative comments was significantly correlated with the purchase decision ( p  = 0.006 < 0.05). Thus, Hypothesis H4 is supported. As shown in Table 4 above, 114 records paid more attention to negative reviews, and 70% of the participants chose not to buy mobile phones. Also, in the 101 records of not buying, 80% of the subjects paid more attention to negative comments and chose not to buy mobile phones, while more than 50% of the subjects who were more interested in positive reviews chose to buy mobile phones. These experimental results are consistent with Hypothesis H1. They suggest that consumers purchasing decisions were based on the preliminary information they gathered and were concerned about, from which we can deduce customers’ final decision results from their visual behavior. Thus, the eye movement experiment analysis in this paper has practical significance.

Furthermore, a significant correlation ( p  = 0.007 < 0.05) was found between the comments area attracting more interest and purchase decisions for women, while no significant correlation was found for men ( p  = 0.195 > 0.05). This finding is consistent with the previous conclusion that men’s attention to positive and negative comments is not significantly different. Similarly, this also explains the moderating effect of gender. This result can be explained further by the subsequent interview of each participant after the experiment was completed. It was noted from the interviews that most of the male subjects claimed that they were more concerned about the hardware parameters of the phone provided in the product information picture. Depending on whether it met expectations, their purchasing decisions were formed, and mobile phone reviews were taken as secondary references that could not completely change their minds.

Figure 5 shows an example of the relationship between visual behavior randomly selected from female participants and the correlative decision-making behavior. The English translation of words that appeared in Figure 5 is shown in Figure 4 .

Figure 5 . Fixation count distribution.

The subjects’ fixation dwell time and fixation count for negative reviews were significantly greater than those for positive ones. Focusing on the screen and running smoothly, the female participant decided not to purchase this product. This leads to the conclusion that this subject thought a lot about the phone screen quality and running speed while selecting a mobile phone. When other consumers expressed negative criticism about these features, the female participant tended to give up buying them.

Furthermore, combined with the result of each subject’s gaze distribution map and AOI heat map, it was found that different subjects paid attention to different features of mobile phones. Subjects all had clear concerns about some features of the product. The top five mobile phone features that subjects were concerned about are listed in Table 5 . Contrary to expectations, factors, such as appearance and logistics, were no longer a priority. Consequently, the reasons why participants chose to buy or not to buy mobile phones can be inferred from the gazing distribution map recorded in the product review picture. Therefore we can provide suggestions on how to improve the design of mobile phone products for businesses according to the features that users are more concerned about.

Table 5 . Top 5 features of mobile phones.

Fictitious Comments Recognition Analysis

The authenticity of reviews is an important factor affecting the helpfulness of online reviews. To enhance the reputation and ratings of online stores, in the Chinese e-commerce market, more and more sellers are employing a network “water army”—a group of people who praise the shop and add many fake comments without buying any goods from the store. Combined with online comments, eye movement fixation, and information extraction theory, Song et al. (2017) found that fake praise significantly affects consumers’ judgment of the authenticity of reviews, thereby affecting consumers’ purchase intention. These fictitious comments glutted in the purchasers’ real ones are easy to mislead customers. Hence, this experiment was designed to randomly insert a fictitious comment into the remaining 79 real comments without notifying the participants in advance, to test whether potential buyers could identify the false comments and find out their impact on consumers’ purchase decisions.

The analysis of the eye movement data from 40 product review pictures containing this false commentary found that only several subjects’ visual trajectories were back and forth in this comment, and most participants exhibited no differences relative to other comments, indicating that the vast majority of users did not identify the lack of authenticity of this comment. Moreover, when asked whether they had taken note of this hidden false comment in interviews, almost 96% of the participants answered they had not. Thus, Hypothesis H2b is not supported.

This result explains why network “water armies” are so popular in China, as the consumer cannot distinguish false comments. Thus, it is necessary to standardize the e-commerce market, establish an online comment authenticity automatic identification information system, and crack down on illegal acts of employing network troops to disseminate fraudulent information.

Discussion and Conclusion

In the e-commerce market, online comments facilitate online shopping for consumers; in turn, consumers are increasingly dependent on review information to judge the quality of products and make a buying decision. Consequently, studies on the influence of online reviews on consumers’ behavior have important theoretical significance and practical implications. Using traditional empirical methodologies, such as self-report surveys, it is difficult to elucidate the effects of some variables, such as review choosing preference because they are associated with automatic or subconscious cognitive processing. In this paper, the eye-tracking experiment as a methodology was employed to test congruity hypotheses of product reviews and explore consumers’ online review search behavior by incorporating the moderating effect of gender.

Hypotheses testing results indicate that the emotional valence of online reviews has a significant influence on fixation dwell time and fixation count of AOI, suggesting that consumers exert more cognitive attention and effort on negative reviews than on positive ones. This finding is consistent with Ahluwalia et al.’s (2000) observation that negative information is more valuable than positive information when making a judgment. Specifically, consumers use comments from other users to avoid possible risks from information asymmetry ( Hong et al., 2017 ) due to the untouchability of online shopping. These findings provide the information processing evidence that customers are inclined to acquire more information for deeper thinking and to make a comparison when negative comments appear which could more likely result in choosing not to buy the product to reduce their risk. In addition, in real online shopping, consumers are accustomed to giving positive reviews as long as any dissatisfaction in the shopping process is within their tolerance limits. Furthermore, some e-sellers may be forging fake praise ( Wu et al., 2020 ). The above two phenomena exaggerate the word-of-mouth effect of negative comments, resulting in their greater effect in contrast to positive reviews; hence, consumers pay more attention to negative reviews. Thus, Hypothesis H2a is supported. However, when limited fake criticism was mixed in with a large amount of normal commentary, the subject’s eye movements did not change significantly, indicating that little cognitive conflict was produced. Consumers could not identify fake comments. Therefore, H2b is not supported.

Although the dominant effect of gender was not significant on the indicators of the fixation dwell time and fixation count, a significant interaction effect between user gender and review polarity was observed, suggesting that consumers’ gender can regulate their comment-browsing behavior. Therefore, H3 is partly supported. For female consumers, attention to negative comments was significantly greater than positive ones. Men’s attention was more homogeneous, and men paid more attention to positive comments than women. This is attributed to the fact that men and women have different risk perceptions of online shopping ( Garbarino and Strahilevitz, 2004 ). As reported in previous studies, men tend to focus more on specific, concrete information, such as the technical features of mobile phones, as the basis for their purchase decision. They have a weaker perception of the risks of online shopping than women. Women would be worried more about the various shopping risks and be more easily affected by others’ evaluations. Specifically, women considered all aspects of the available information, including the attributes of the product itself and other post-use evaluations. They tended to believe that the more comprehensive the information they considered, the lower the risk they faced of a failed purchase ( Garbarino and Strahilevitz, 2004 ; Kanungo and Jain, 2012 ). Therefore, women hope to reduce the risk of loss by drawing on as much overall information as possible because they are more likely to focus on negative reviews.

The main finding from the fixation count distribution is that consumers’ visual attention is mainly focused on reviews containing the following five mobile phone characteristics: running smoothly, battery life, fever condition of phones, pixels, and after-sales service. Considering the behavior results, when they pay more attention to negative comments, consumers tend to give up buying mobile phones. When they pay more attention to positive comments, consumers often choose to buy. Consequently, there is a significant correlation between visual attention and behavioral decision results. Thus, H4 is supported. Consumers’ decision-making intention can be reflected in the visual browsing process. In brief, the results of the eye movement experiment can be used as a basis for sellers not only to formulate marketing strategies but also to prove the feasibility and strictness of applying the eye movement tracking method to the study of consumer decision-making behavior.

Theoretical Implications

This study has focused on how online reviews affect consumer purchasing decisions by employing eye-tracking. The results contribute to the literature on consumer behavior and provide practical implications for the development of e-business markets. This study has several theoretical contributions. Firstly, it contributes to the literature related to online review valence in online shopping by tracking the visual information acquisition process underlying consumers’ purchase decisions. Although several studies have been conducted to examine the effect of online review valence, very limited research has been conducted to investigate the underlying mechanisms. Our study advances this research area by proposing visual processing models of reviews information. The findings provide useful information and guidelines on the underlying mechanism of how online reviews influence consumers’ online shopping behavior, which is essential for the theory of online consumer behavior.

Secondly, the current study offers a deeper understanding of the relationships between online review valence and gender difference by uncovering the moderating role of gender. Although previous studies have found the effect of review valence on online consumer behavior, the current study first reveals the effect of gender on this effect and explains it from the perspective of attention bias.

Finally, the current study investigated the effect of online reviews on consumer behavior from both eye-tracking and behavioral self-reports, the results are consistent with each other, which increased the credibility of the current results and also provides strong evidence of whether and how online reviews influence consumer behavior.

Implications for Practice

This study also has implications for practice. According to the analysis of experimental results and findings presented above, it is recommended that online merchants should pay particular attention to negative comments and resolve them promptly through careful analysis of negative comments and customization of product information according to consumer characteristics including gender factors. Based on the findings that consumers cannot identify false comments, it is very important to establish an online review screening system that could automatically screen untrue content in product reviews, and create a safer, reliable, and better online shopping environment for consumers.

Limitations and Future Research

Although the research makes some contributions to both theoretical and empirical literature, it still has some limitations. In the case of experiments, the number of positive and negative reviews of each mobile phone was limited to 10 positive and 10 negative reviews (20 in total) due to the size restrictions on the product review picture. The number of comments could be considered relatively small. Efforts should be made in the future to develop a dynamic experimental design where participants can flip the page automatically to increase the number of comments. Also, the research was conducted to study the impact of reviews on consumers’ purchase decisions by hiding the brand of the products. The results would be different if the brand of the products is exposed since consumers might be moderated through brand preferences and brand loyalty, which could be taken into account in future research projects.

Data Availability Statement

The original contributions presented in the study are included in the article/supplementary material, further inquiries can be directed to the corresponding author.

Author Contributions

TC conceived and designed this study. TC, PS, and MQ wrote the first draft of the manuscript. TC, XC, and MQ designed and performed related experiments, material preparation, data collection, and analysis. TC, PS, XC, and Y-CL revised the manuscript. All authors contributed to the article and approved the submitted version.

Conflict of Interest

The authors declare that the research was conducted in the absence of any commercial or financial relationships that could be construed as a potential conflict of interest.

Publisher’s Note

All claims expressed in this article are solely those of the authors and do not necessarily represent those of their affiliated organizations, or those of the publisher, the editors and the reviewers. Any product that may be evaluated in this article, or claim that may be made by its manufacturer, is not guaranteed or endorsed by the publisher.

Acknowledgments

The authors wish to thank the Editor-in-Chief, Associate Editor, reviewers and typesetters for their highly constructive comments. The authors would like to thank Jia Jin and Hao Ding for assistance in experimental data collection and Jun Lei for the text-polishing of this paper. The authors thank all the researchers who graciously shared their findings with us which allowed this eye-tracking study to be more comprehensive than it would have been without their help.

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Keywords: online reviews, eye-tracking, consumers purchasing decisions, emotion valence, gender

Citation: Chen T, Samaranayake P, Cen X, Qi M and Lan Y-C (2022) The Impact of Online Reviews on Consumers’ Purchasing Decisions: Evidence From an Eye-Tracking Study. Front. Psychol . 13:865702. doi: 10.3389/fpsyg.2022.865702

Received: 30 January 2022; Accepted: 02 May 2022; Published: 08 June 2022.

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Copyright © 2022 Chen, Samaranayake, Cen, Qi and Lan. This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY) . The use, distribution or reproduction in other forums is permitted, provided the original author(s) and the copyright owner(s) are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.

*Correspondence: XiongYing Cen, [email protected]

This article is part of the Research Topic

Managerial Decision-Making From the Perspectives of Behavioral Science and Neuroscience

Electronics Research Paper Topics

This list of electronics research paper topics provides the list of 30 potential topics for research papers and an overview article on the history of electronics.

1. Applications of Superconductivity

The 1986 Applied Superconductivity Conference proclaimed, ‘‘Applied superconductivity has come of age.’’ The claim reflected only 25 years of development, but was justifiable due to significant worldwide interest and investment. For example, the 1976 annual budget for superconducting systems exceeded $30 million in the U.S., with similar efforts in Europe and Japan. By 1986 the technology had matured impressively into applications for the energy industry, the military, transportation, high-energy physics, electronics, and medicine. The announcement of high-temperature superconductivity just two months later brought about a new round of dramatic developments.

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Get 10% off with fall23 discount code, 2. discovery of superconductivity.

As the twenty-first century began, an array of superconducting applications in high-speed electronics, medical imaging, levitated transportation, and electric power systems are either having, or will soon have, an impact on the daily life of millions. Surprisingly, at the beginning of the twentieth century, the discovery of superconductivity was completely unanticipated and unimagined.

In 1911, three years after liquefying helium, H. Kammerlingh Onnes of the University of Leiden discovered superconductivity while investigating the temperature-dependent resistance of metals below 4.2Kelvin. Later reporting on experiments conducted in 1911, he described the disappearance of the resistance of mercury, stating, ‘‘Within some hundredths of a degree came a sudden fall, not foreseen [by existing theories of resistance]. Mercury has passed into a new state, which . . . may be called the superconductive state.’’

3. Electric Motors

The main types of electric motors that drove twentieth century technology were developed toward the end of the nineteenth century, with direct current (DC) motors being introduced before alternating current (AC) ones. Most important initially was the ‘‘series’’ DC motor, used in electric trolleys and trains from the 1880s onward. The series motor exerts maximum torque on starting and then accelerates to its full running speed, the ideal characteristic for traction work. Where speed control independent of the load is required in such applications as crane and lift drives, the ‘‘shunt’’ DC motor is more suitable.

4. Electronic Calculators

The electronic calculator is usually inexpensive and pocket-sized, using solar cells for its power and having a gray liquid crystal display (LCD) to show the numbers. Depending on the sophistication, the calculator might simply perform the basic mathematical functions (addition, subtraction, multiplication, division) or might include scientific functions (square, log, trig). For a slightly higher cost, the calculator will probably include programmable scientific and business functions. At the end of the twentieth century, the electronic calculator was as commonplace as a screwdriver and helped people deal with all types of mathematics on an everyday basis. Its birth and growth were early steps on the road to today’s world of computing.

5. Electronic Communications

The broad use of digital electronic message communications in most societies by the end of the 20th century can be attributed to a myriad of reasons. Diffusion was incremental and evolutionary. Digital communication technology was seeded by large-scale funding for military projects that broke technological ground, however social needs and use drove systems in unexpected ways and made it popular because these needs were embraced. Key technological developments happened long before diffusion into society, and it was only after popularity of the personal computer that global and widespread use became commonplace. The Internet was an important medium in this regard, however the popular uses of it were well established long before its success. Collaborative developments with open, mutually agreed standards were key factors in broader diffusion of the low-level transmission of digital data, and provided resistance to technological lock-in by any commercial player. By the twenty-first century, the concept of interpersonal electronic messaging was accepted as normal and taken for granted by millions around the world, where infrastructural and political freedoms permitted. As a result, traditional lines of information control and mass broadcasting were challenged, although it remains to be seen what, if any, long-term impact this will have on society.

6. Electronic Control Technology

The advancement of electrical engineering in the twentieth century made a fundamental change in control technology. New electronic devices including vacuum tubes (valves) and transistors were used to replace electromechanical elements in conventional controllers and to develop new types of controllers. In these practices, engineers discovered basic principles of control theory that could be further applied to design electronic control systems.

7. Fax Machine

Fax technology was especially useful for international commercial communication, which was traditionally the realm of the Telex machine, which only relayed Western alpha-numeric content. A fax machine could transmit a page of information regardless of what information it contained, and this led to rapid and widespread adoption in developing Asian countries during the 1980s. With the proliferation of the Internet and electronic e-mail in the last decade of the twentieth century, fax technology became less used for correspondence. At the close of the 20th century, the fax machine was still widely used internationally for the transmission of documents of all forms, with the ‘‘hard copy’’ aspect giving many a sense of permanence that other electronic communication lacked.

8. Hall Effect Devices

The ‘‘Hall effect,’’ discovered in 1879 by American physicist Edwin H. Hall, is the electrical potential produced when a magnetic field is perpendicular to a conductor or semiconductor that is carrying current. This potential is a product of the buildup of charges in that conductor. The magnetic field makes a transverse force on the charge carriers, resulting in the charge being moved to one of the sides of the conductor. Between the sides of the conductor, measurable voltage is yielded from the interaction and balancing of the polarized charge and the magnetic influence.

Hall effect devices are commonly used as magnetic field sensors, or alternatively if a known magnetic field is applied, the sensor can be used to measure the current in a conductor, without actually plugging into it (‘‘contactless potentiometers’’). Hall sensors can also be used as magnetically controlled switches, and as a contactless method of detecting rotation and position, sensing ferrous objects.

9. Infrared Detectors

Infrared detectors rely on the change of a physical characteristic to sense illumination by infrared radiation (i.e., radiation having a wavelength longer than that of visible light). The origins of such detectors lie in the nineteenth century, although their development, variety and applications exploded during the twentieth century. William Herschel (c. 1800) employed a thermometer to detect this ‘‘radiant heat’’; Macedonio Melloni, (c. 1850) invented the ‘‘thermochrose’’ to display spatial differences of irradiation as color patterns on a temperature-sensitive surface; and in 1882 William Abney found that photographic film could be sensitized to respond to wavelengths beyond the red end of the spectrum. Most infrared detectors, however, convert infrared radiation into an electrical signal via a variety of physical effects. Here, too, 19th century innovations continued in use well into the 21st century.

10. Integrated Circuits Design and Use

Integrated circuits (ICs) are electronic devices designed to integrate a large number of microscopic electronic components, normally connected by wires in circuits, within the same substrate material. According to the American engineer Jack S. Kilby, they are the realization of the so-called ‘‘monolithic idea’’: building an entire circuit out of silicon or germanium. ICs are made out of these materials because of their properties as semiconductors— materials that have a degree of electrical conductivity between that of a conductor such as metal and that of an insulator (having almost no conductivity at low temperatures). A piece of silicon containing one circuit is called a die or chip. Thus, ICs are known also as microchips. Advances in semiconductor technology in the 1960s (the miniaturization revolution) meant that the number of transistors on a single chip doubled every two years, and led to lowered microprocessor costs and the introduction of consumer products such as handheld calculators.

11. Integrated Circuits Fabrication

The fabrication of integrated circuits (ICs) is a complicated process that consists primarily of the transfer of a circuit design onto a piece of silicon (the silicon wafer). Using a photolithographic technique, the areas of the silicon wafer to be imprinted with electric circuitry are covered with glass plates (photomasks), irradiated with ultraviolet light, and treated with chemicals in order to shape a circuit’s pattern. On the whole, IC manufacture consists of four main stages:

• Preparation of a design
• Preparation of photomasks and silicon wafers
• Testing and packaging

Preparing an IC design consists of drafting the circuit’s electronic functions within the silicon board. This process has radically changed over the years due to the increasing complexity of design and the number of electronic components contained within the same IC. For example, in 1971, the Intel 4004 microprocessor was designed by just three engineers, while in the 1990s the Intel Pentium was designed by a team of 100 engineers. Moreover, the early designs were produced with traditional drafting techniques, while from the late 1970s onward the introduction of computer-aided design (CAD) techniques completely changed the design stage. Computers are used to check the design and simulate the operations of perspective ICs in order to optimize their performance. Thus, the IC drafted design can be modified up to 400 times before going into production.

12. Josephson Junction Devices

One of the most important implications of quantum physics is the existence of so-called tunneling phenomena in which elementary particles are able to cross an energy barrier on subatomic scales that it would not be possible for them to traverse were they subject to the laws of classical mechanics. In 1973 the Nobel Prize in Physics was awarded to Brian Josephson, Ivan Giaever and Leo Esaki for their work in this field. Josephson’s contribution consisted of a number of important theoretical predictions made while a doctoral student at Cambridge University. His work was confirmed experimentally within a year of its publication in 1961, and practical applications were commercialized within ten years.

13. Laser Applications

Lasers are employed in virtually every sector of the modern world including industry, commerce, transportation, medicine, education, science, and in many consumer devices such as CD players and laser printers. The intensity of lasers makes them ideal cutting tools since their highly focused beam cuts more accurately than machined instruments and leaves surrounding materials unaffected. Surgeons, for example, have employed carbon dioxide or argon lasers in soft tissue surgery since the early 1970s. These lasers produce infrared wavelengths of energy that are absorbed by water. Water in tissues is rapidly heated and vaporized, resulting in disintegration of the tissue. Visible wavelengths (argon ion laser) coagulate tissue. Far-ultraviolet wavelengths (higher photon energy, as produced by excimer lasers) break down molecular bonds in target tissue and ‘‘ablate’’ tissue without heating. Excimer lasers have been used in corneal surgery since 1984. Short pulses only affect the surface area of interest and not deeper tissues. The extremely small size of the beam, coupled with optical fibers, enables today’s surgeons to conduct surgery deep inside the human body often without a single cut on the exterior. Blue lasers, developed in 1994 by Shuji Nakamura of Nichia Chemical Industries of Japan, promise even more precision than the dominant red lasers currently used and will further revolutionize surgical cutting techniques.

14. Laser Theory and Operation

Lasers (an acronym for light amplification by stimulated emission of radiation) provide intense, focused beams of light whose unique properties enable them to be employed in a wide range of applications in the modern world. The key idea underlying lasers originated with Albert Einstein who published a paper in 1916 on Planck’s distribution law, within which he described what happens when additional energy is introduced into an atom. Atoms have a heavy and positively charged nucleus surrounded by groups of extremely light and negatively charged electrons. Electrons orbit the atom in a series of ‘‘fixed’’ levels based upon the degree of electromagnetic attraction between each single electron and the nucleus. Various orbital levels also represent different energy levels. Normally electrons remain as close to the nucleus as their energy level permits, with the consequence that an atom’s overall energy level is minimized. Einstein realized that when energy is introduced to an atom; for example, through an atomic collision or through electrical stimulation, one or more electrons become excited and move to a higher energy level. This condition exists temporarily before the electron returns to its former energy level. When this decay phenomenon occurs, a photon of light is emitted. Einstein understood that since the energy transitions within the atom are always identical, the energy and the wavelength of the stimulated photon of light are also predictable; that is, a specific type of transition within an atom will yield a photon of light of a specific wavelength. Hendrick Kramers and Werner Heisenberg obtained a series of more extensive calculations of the effects of these stimulated emissions over the next decade. The first empirical evidence supporting these theoretical calculations occurred between 1926 and 1930 in a series of experiments involving electrical discharges in neon.

15. Lasers in Optoelectronics

Optoelectronics, the field combining optics and electronics, is dependent on semiconductor (diode) lasers for its existence. Mass use of semiconductor lasers has emerged with the advent of CD and DVD technologies, but it is the telecommunications sector that has primarily driven the development of lasers for optoelectronic systems. Lasers are used to transmit voice, data, or video signals down fiber-optic cables.

While the success of lasers within telecommunication systems seems unquestioned thanks to their utility in long-distance large-capacity, point-to-point links, these lasers also find use in many other applications and are ubiquitous in the developed world. Their small physical size, low power operation, ease of modulation (via simple input current variation) and small beam size mean that these lasers are now part of our everyday world, from CDs and DVDs, to supermarket checkouts and cosmetic medicine.

16. Light Emitting Diodes

Light emitting diodes, or LEDs, are semiconductor devices that emit monochromatic light once an electric current passes through it. The color of light emitted from LEDs depends not on the color of the bulb, but on the emission’s wavelength. Typically made of inorganic materials like gallium or silicon, LEDs have found frequent use as ‘‘pilot,’’ or indicator, lights for electronic devices. Unlike incandescent light bulbs, which generate light from ‘‘heat glow,’’ LEDs create light more efficiently and are generally more durable than traditional light sources.

17. Lighting Techniques

In 1900 electric lighting in the home was a rarity. Carbon filament incandescent lamps had been around for 20 years, but few households had electricity. Arc lamps were used in streets and large buildings such as railway stations. Domestic lighting was by candle, oil and gas.

The stages of the lightning techniques evolution are the following:

• Non-Electric Lighting
• Electric Lighting: Filament Lamps
• Electric Lighting: Discharge Lamps
• Electric Lighting: Fluorescent Lamps
• Electric Lighting: LED Lamps

18. Mechanical and Electromechanical Calculators

The widespread use of calculating devices in the twentieth century is intimately linked to the rise of large corporations and to the increasing role of mathematical calculation in science and engineering. In the business setting, calculators were used to efficiently process financial information. In science and engineering, calculators speeded up routine calculations. The manufacture and sale of calculators was a widespread industry, with major firms in most industrialized nations. However, the manufacture of mechanical calculators declined very rapidly in the 1970s with the introduction of electronic calculators, and firms either diversified into other product lines or went out of business. By the end of the twentieth century, slide rules, adding machines, and other mechanical calculators were no longer being manufactured.

19. Mobile (Cell) Telephones

In the last two decades of the twentieth century, mobile or cell phones developed from a minority communication tool, characterized by its prevalence in the 1980s among young professionals, to a pervasive cultural object. In many developed countries, more than three quarters of the population owned a cell phone by the end of the 20th century.

Cell phone technology is a highly evolved form of the personal radio systems used by truck drivers (citizens band, or CB, radio) and police forces in which receiver/transmitter units communicate with one another or a base antenna. Such systems work adequately over short distances with a low volume of traffic but cannot be expanded to cope with mass communication due to the limited space (bandwidth) available in the electromagnetic spectrum. Transmitting and receiving on one frequency, they allow for talking or listening but not both simultaneously.

For mobile radio systems to make the step up to effective telephony, a large number of two-way conversations needed to be accommodated, requiring a duplex channel (two separate frequencies, taking up double the bandwidth). In order to establish national mobile phone networks without limiting capacity or the range of travel of handsets, a number of technological improvements had to occur.

20. Photocopiers

The photocopier, copier, or copying machine, as it is variously known, is a staple of modern life. Copies by the billions are produced not only in the office but also on machines available to the public in libraries, copy shops, stationery stores, supermarkets, and a wide variety of other commercial facilities. Modern xerographic copiers, produced by a number of manufacturers, are available as desktop models suitable for the home as well as the small office. Many modern copiers reproduce in color as well as black and white, and office models can rival printing presses in speed of operation.

21. Photosensitive Detectors

Sensing radiation from ultraviolet to optical wavelengths and beyond is an important part of many devices. Whether analyzing the emission of radiation, chemical solutions, detecting lidar signals, fiber-optic communication systems, or imaging of medical ionizing radiation, detectors are the final link in any optoelectronic experiment or process.

Detectors fall into two groups: thermal detectors (where radiation is absorbed and the resulting temperature change is used to generate an electrical output) and photon (quantum) detectors. The operation of photon detectors is based on the photoelectric effect, in which the radiation is absorbed within a metal or semiconductor by direct interaction with electrons, which are excited to a higher energy level. Under the effect of an electric field these carriers move and produce a measurable electric current. The photon detectors show a selective wavelength-dependent response per unit incident radiation power.

22. Public and Private Lighting

At the turn of the 20th century, lighting was in a state of flux. In technical terms, a number of emerging lighting technologies jostled for economic dominance. In social terms, changing standards of illumination began to transform cities, the workplace, and the home. In design terms, the study of illumination as a science, as an engineering profession, and as an applied art was becoming firmly established. In the last decades of the 20th century, the technological and social choices in lighting attained considerable stability both technically and socially. Newer forms of compact fluorescent lighting, despite their greater efficiency, have not significantly replaced incandescent bulbs in homes owing to higher initial cost. Low-pressure sodium lamps, on the other hand, have been adopted increasingly for street and architectural lighting owing to lower replacement and maintenance costs. As with fluorescent lighting in the 1950s, recent lighting technologies have found niche markets rather than displacing incandescents, which have now been the dominant lighting system for well over a century.

23. Quantum Electronic Devices

Quantum theory, developed during the 1920s to explain the behavior of atoms and the absorption and emission of light, is thought to apply to every kind of physical system, from individual elementary particles to macroscopic systems such as lasers. In lasers, stimulated transitions between discrete or quantized energy levels is a quantum electronic phenomena (discussed in the entry Lasers, Theory and Operation). Stimulated transitions are also the central phenomena in atomic clocks. Semiconductor devices such as the transistor also rely on the arrangement of quantum energy levels into a valence band and a conduction band separated by an energy gap, but advanced quantum semiconductor devices were not possible until advances in fabrication techniques such as molecular beam epitaxy (MBE) developed in the 1960s made it possible to grow extremely pure single crystal semiconductor structures one atomic layer at a time.

In most electronic devices and integrated circuits, quantum phenomena such as quantum tunneling and electron diffraction—where electrons behave not as particles but as waves—are of no significance, since the device is much larger than the wavelength of the electron (around 100 nanometers, where one nanometer is 109 meters or about 4 atoms wide). Since the early 1980s however, researchers have been aware that as the overall device size of field effect transistors decreased, small-scale quantum mechanical effects between components, plus the limitations of materials and fabrication techniques, would sooner or later inhibit further reduction in the size of conventional semiconductor transistors. Thus to produce devices on ever-smaller integrated circuits (down to 25 nanometers in length), conventional microelectronic devices would have to be replaced with new device concepts that take advantage of the quantum mechanical effects that dominate on the nanometer scale, rather than function in despite of them. Such solid state ‘‘nanoelectronics’’ offers the potential for increased speed and density of information processing, but mass fabrication on this small scale presented formidable challenges at the end of the 20th century.

24. Quartz Clocks and Watches

The wristwatch and the domestic clock were completely reinvented with all-new electronic components beginning about 1960. In the new electronic timepieces, a tiny sliver of vibrating quartz in an electrical circuit provides the time base and replaces the traditional mechanical oscillator, the swinging pendulum in the clock or the balance wheel in the watch. Instead of an unwinding spring or a falling weight, batteries power these quartz clocks and watches, and integrated circuits substitute for intricate mechanical gear trains.

25. Radio-Frequency Electronics

Radio was originally conceived as a means for interpersonal communications, either person-toperson, or person-to-people, using analog waveforms containing either Morse code or actual sound. The use of radio frequencies (RF) designed to carry digital data in the form of binary code rather than voice and to replace physical wired connections between devices began in the 1970s, but the technology was not commercialized until the 1990s through digital cellular phone networks known as personal communications services (PCS) and an emerging group of wireless data network technologies just reaching commercial viability. The first of these is a so-called wireless personal area network (WPAN) technology known as Bluetooth. There are also two wireless local area networks (WLANs), generally grouped under the name Wi-Fi (wireless fidelity): (1) Wi-Fi, also known by its Institute of Electrical and Electronic Engineers (IEEE) designation 802.11b, and (2) Wi-Fi5 (802.11a).

26. Rectifiers

Rectifiers are electronic devices that are used to control the flow of current. They do this by having conducting and nonconducting states that depend on the polarity of the applied voltage. A major function in electronics is the conversion from alternating current (AC) to direct current (DC) where the output is only one-half (either positive or negative) of the input. Rectifiers that are currently, or have been, in use include: point-contact diodes, plate rectifiers, thermionic diodes, and semiconductor diodes. There are various ways in which rectifiers may be classified in terms of the signals they encounter; this contribution will consider two extremes—high frequency and heavy current—that make significantly different demands on device design.

27. Strobe Flashes

Scarcely a dozen years after photography was announced to the world in 1839, William Henry Fox Talbot produced the first known flash photograph. Talbot, the new art’s co-inventor, fastened a printed paper onto a disk, set it spinning as fast as possible, and then discharged a spark to expose a glass plate negative. The words on the paper could be read on the photograph. Talbot believed that the potential for combining electric sparks and photography was unlimited. In 1852, he pronounced, ‘‘It is in our power to obtain the pictures of all moving objects, no matter in how rapid motion they may be, provided we have the means of sufficiently illuminating them with a sudden electric flash.’’

The electronic stroboscope fulfills Talbot’s prediction. It is a repeating, short-duration light source used primarily for visual observation and photography of high-speed phenomena. The intensity of the light emitted from strobes also makes them useful as signal lights on communication towers, airport runways, emergency vehicles, and more. Though ‘‘stroboscope’’ actually refers to a repeating flash and ‘‘electronic flash’’ denotes a single burst, both types are commonly called ‘‘strobes.’’

28. Transistors

Early experiments in transistor technology were based on the analogy between the semiconductor and the vacuum tube: the ability to both amplify and effectively switch an electrical signal on or off (rectification). By 1940, Russell Ohl at Bell Telephone Laboratories, among others, had found that impure silicon had both positive (ptype material with holes) and negative (n-type) regions. When a junction is created between n-type material and p-type material, electrons on the ntype side are attracted across the junction to fill holes in the other layer. In this way, the n-type semiconductor becomes positively charged and the p-type becomes negatively charged. Holes move in the opposite direction, thus reinforcing the voltage built up at the junction. The key point is that current flows from one side to the other when a positive voltage is applied to the layers (‘‘forward biased’’).

29. Travelling Wave Tubes

One of the most important devices for the amplification of radio-frequency (RF) signals— which range in frequency from 3 kilohertz to 300 gigahertz—is the traveling wave tube (TWT). When matched with its power supply unit, or electronic power conditioner (EPC), the combination is known as a traveling wave tube amplifier (TWTA). The amplification of RF signals is important in many aspects of science and technology, since the ability to increase the strength of a very low-power input signal is fundamental to all types of long-range communications, radar and electronic warfare.

30. Vacuum Tubes/Valves

The vacuum tube has its roots in the late nineteenth century when Thomas A. Edison conducted experiments with electric bulbs in 1883. Edison’s light bulbs consisted of a conducting filament mounted in a glass bulb. Passing electricity through the filament caused it to heat up and radiate light. A vacuum in the tube prevented the filament from burning up. Edison noted that electric current would flow from the bulb filament to a positively charged metal plate inside the tube. This phenomenon, the one-way flow of current, was called the Edison Effect. Edison himself could not explain the filament’s behavior. He felt this effect was interesting but unimportant and patented it as a matter of course. It was only fifteen years later that Joseph John Thomson, a physics professor at the Cavendish Laboratory at the University of Cambridge in the U.K., discovered the electron and understood the significance of what was occurring in the tube. He identified the filament rays as a stream of particles, now called electrons. In a range of papers from 1901 to 1916, O.W. Richardson explained the electron behavior. Today the Edison Effect is known as thermionic emission.

History of Electronics

Few of the basic tasks that electronic technologies perform, such as communication, computation, amplification, or automatic control, are unique to electronics. Most were anticipated by the designers of mechanical or electromechanical technologies in earlier years. What distinguishes electronic communication, computation, and control is often linked to the instantaneous action of the devices, the delicacy of their actions compared to mechanical systems, their high reliability, or their tiny size.

The electronics systems introduced between the late nineteenth century and the end of the twentieth century can be roughly divided into the applications related to communications (including telegraphy, telephony, broadcasting, and remote detection) and the more recently developed fields involving digital information and computation. In recent years these two fields have tended to converge, but it is still useful to consider them separately for a discussion of their history.

The origins of electronics as distinguished from other electrical technologies can be traced to 1880 and the work of Thomas Edison. While investigating the phenomenon of the blackening of the inside surface of electric light bulbs, Edison built an experimental bulb that included a third, unused wire in addition to the two wires supporting the filament. When the lamp was operating, Edison detected a flow of electricity from the filament to the third wire, through the evacuated space in the bulb. He was unable to explain the phenomenon, and although he thought it would be useful in telegraphy, he failed to commercialize it. It went unexplained for about 20 years, until the advent of wireless telegraphic transmission by radio waves. John Ambrose Fleming, an experimenter in radio, not only explained the Edison effect but used it to detect radio waves. Fleming’s ‘‘valve’’ as he called it, acted like a one-way valve for electric waves, and could be used in a circuit to convert radio waves to electric pulses so that that incoming Morse code signals could be heard through a sounder or earphone.

As in the case of the Fleming valve, many early electronic devices were used first in the field of communications, mainly to enhance existing forms of technology. Initially, for example, telephony (1870s) and radio (1890s) were accomplished using ordinary electrical and electromechanical circuits, but eventually both were transformed through the use of electronic devices. Many inventors in the late nineteenth century sought a functional telephone ‘‘relay’’; that is, something to refresh a degraded telephone signal to allow long distance telephony. Several people simultaneously recognized the possibility of developing a relay based on the Fleming valve. The American inventor Lee de Forest was one of the first to announce an electronic amplifier using a modified Fleming valve, which he called the Audion. While he initially saw it as a detector and amplifier of radio waves, its successful commercialization occurred first in the telephone industry. The sound quality and long-distance capability of telephony was enhanced and extended after the introduction of the first electronic amplifier circuits in 1907. In the U.S., where vast geographic distances separated the population, the American Telephone and Telegraph Company (AT&T) introduced improved vacuum tube amplifiers in 1913, which were later used to establish the first coast-to-coast telephone service in 1915 (an overland distance of nearly 5000 kilometers).

These vacuum tubes soon saw many other uses, such as a public-address systems constructed as early as 1920, and radio transmitters and receivers. The convergence of telephony and radio in the form of voice broadcasting was technically possible before the advent of electronics, but its application was greatly enhanced through the use of electronics both in the radio transmitter and in the receiver.

World War I saw the applications of electronics diversify somewhat to include military applications. Mostly, these were modifications of existing telegraph, telephone, and radio systems, but applications such as ground-to-air radio telephony were novel. The pressing need for large numbers of electronic components, especially vacuum tubes suitable for military use, stimulated changes in their design and manufacture and contributed to improving quality and falling prices. After the war, the expanded capacity of the vacuum tube industry contributed to a boom in low-cost consumer radio receivers. Yet because of the withdrawal of the military stimulus and the onset of the Great Depression, the pace of change slowed in the 1930s. One notable exception was in the field of television. Radio broadcasting became such a phenomenal commercial success that engineers and businessmen were envisioning how ‘‘pictures with sound’’ would replace ordinary broadcasting, even in the early 1930s. Germany, Great Britain, and the U.S. all had rudimentary television systems in place by 1939, although World War II would bring nearly a complete halt to these early TV broadcasts.

World War II saw another period of rapid change, this one much more dramatic than that of World War I. Not only were radio communications systems again greatly improved, but for the first time the field of electronics engineering came to encompass much more than communication. While it was the atomic bomb that is most commonly cited as the major technological outcome of World War II, radar should probably be called the weapon that won the war. To describe radar as a weapon is somewhat inaccurate, but there is no doubt that it had profound effects upon the way that naval, aerial, and ground combat was conducted. Using radio waves as a sort of searchlight, radar could act as an artificial eye capable of seeing through clouds or fog, over the horizon, or in the dark. Furthermore, it substituted for existing methods of calculating the distance and speed of targets. Radar’s success hinged on the development of new electronic components, particularly new kinds of vacuum tubes such as the klystron and magnetron, which were oriented toward the generation of microwaves. Subsidized by military agencies on both sides of the Atlantic (as well as Japan) during World War II, radar sets were eventually installed in aircraft and ships, used in ground stations, and even built into artillery shells. The remarkable engineering effort that was launched to make radar systems smaller, more energy efficient, and more reliable would mark the beginning of an international research program in electronics miniaturization that continues today. Radar technology also had many unexpected applications elsewhere, such as the use of microwave beams as a substitute for long-distance telephone cables. Microwave communication is also used extensively today for satellite-to-earth communication.

The second major outcome of electronics research during World War II was the effort to build an electronic computer. Mechanical adders and calculators were widely used in science, business, and government by the early twentieth century, and had reached an advanced state of design. Yet the problems peculiar to wartime, especially the rapid calculation of mountains of ballistics data, drove engineers to look for ways to speed up the machines. At the same time, some sought a calculator that could be reprogrammed as computational needs changed. While computers played a role in the war, it was not until the postwar period that they came into their own. In addition, computer research during World War II contributed little to the development of vacuum tubes, although in later years computer research would drive certain areas of semiconductor electron device research.

While the forces of the free market are not to be discounted, the role of the military in electronics development during World War II was of paramount importance. More-or-less continuous military support for research in electronic devices and systems persisted during the second half of the twentieth century too, and many more new technologies emerged from this effort. The sustained effort to develop more compact, rugged devices such as those demanded by military systems would converge with computer development during the 1950s, especially after the invention of the transistor in late 1947.

The transistor was not a product of the war, and in fact its development started in the 1930s and was delayed by the war effort. A transistor is simply a very small substitute for a vacuum tube, but beyond that it is an almost entirely new sort of device. At the time of its invention, its energy efficiency, reliability, and diminutive size suggested new possibilities for electronic systems. The most famous of these possibilities was related to computers and systems derived from or related to computers, such as robotics or industrial automation. The impetus for the transistor was a desire within the telephone industry to create an energy-efficient, reliable substitute for the vacuum tube. Once introduced, the military pressed hard to accelerate its development, as the need emerged for improved electronic navigational devices for aircraft and missiles.

There were many unanticipated results of the substitution of transistors for vacuum tubes. Because they were so energy efficient, transistors made it much more practical to design battery powered systems. The small transistor radio (known in some countries simply as ‘‘the transistor’’), introduced in the 1950s, is credited with helping to popularize rock and roll music. It is also worth noting that many developing countries could not easily provide broadcasting services until the diffusion of battery operated transistor receivers because of the lack of central station electric power. The use of the transistor also allowed designers to enhance existing automotive radios and tape players, contributing eventually to a greatly expanded culture of in-car listening. There were other important outcomes as well; transistor manufacture provided access to the global electronics market for Asian radio manufacturers, who improved manufacturing methods to undercut their U.S. competitors during the 1950s and 1960s. Further, the transistor’s high reliability nearly eliminated the profession of television and radio repair, which had supported tens of thousands of technicians in the U.S. alone before about 1980.

However, for all its remarkable features, the transistor also had its limitations; while it was an essential part of nearly every cutting-edge technology of the postwar period, it was easily outperformed by the older technology of vacuum tubes in some areas. The high-power microwave transmitting devices in communications satellites and spacecraft, for example, nearly all relied on special vacuum tubes through the end of the twentieth century, because of the physical limitations of semiconductor devices. For the most part, however, the transistor made the vacuum tube obsolete by about 1960.

The attention paid to the transistor in the 1950s and 1960s made the phrase ‘‘solid-state’’ familiar to the general public, and the new device spawned many new companies. However, its overall impact pales in comparison to its successor—the integrated circuit. Integrated circuits emerged in the late 1950s, were immediately adopted by the military for small computer and communications systems, and were then used in civilian computers and related applications from the 1960s. Integrated circuits consist of multiple transistors fabricated simultaneously from layers of semiconductor and other materials. The transistors, interconnecting ‘‘wires,’’ and many of the necessary circuit elements such as capacitors and resistors are fabricated on the ‘‘chip.’’ Such a circuit eliminates much of the laborious process of assembling an electronic system such as a computer by hand, and results in a much smaller product. The ability to miniaturize components through integrated circuit fabrication techniques would lead to circuits so vanishingly small that it became difficult to connect them to the systems of which they were a part. The plastic housings or ‘‘packages’’ containing today’s microprocessor chips measure just a few centimeters on a side, and yet the actual circuits inside are much smaller. Some of the most complex chips made today contain many millions of transistors, plus millions more solid-state resistors and other passive components.

While used extensively in military and aerospace applications, the integrated circuit became famous as a component in computer systems. The logic and memory circuits of digital computers, which have been the focus of much research, consist mainly of switching devices. Computers were first constructed in the 1930s with electromechanical relays as switching devices, then with vacuum tubes, transistors, and finally integrated circuits. Most early computers used off-the-shelf tubes and transistors, but with the advent of the integrated circuit, designers began to call for components designed especially for computers. It was clear to engineers at the time that all the circuits necessary to build a computer could be placed on one chip (or a small set of chips), and in fact, the desire to create a ‘‘computer on a chip’’ led to the microprocessor, introduced around 1970. The commercial impetus underlying later generations of computer chip design was not simply miniaturization (although there are important exceptions) or energy efficiency, but also the speed of operation, reliability, and lower cost. However, the inherent energy efficiency and small size of the resulting systems did enable the construction of smaller computers, and the incorporation of programmable controllers (special purpose computers) into a wide variety of other technologies. The recent merging of the computer (or computer-like systems) with so many other technologies makes it difficult to summarize the current status of digital electronic systems. As the twentieth century drew to a close, computer chips were widely in use in communications and entertainment devices, in industrial robots, in automobiles, in household appliances, in telephone calling cards, in traffic signals, and in a myriad other places. The rapid evolution of the computer during the last 50 years of the twentieth century was reflected by the near-meaninglessness of its name, which no longer adequately described its functions.

From an engineering perspective, not only did electronics begin to inhabit, in an almost symbiotic fashion, other technological systems after about 1950, but these electronics systems were increasingly dominated by the use of semiconductor technology. After virtually supplanting the vacuum tube in the 1950s, the semiconductor-based transistor became the technology of choice for most subsequent electronics development projects. Yet semiconducting alloys and compounds proved remarkably versatile in applications at first unrelated to transistors and chips. The laser, for example, was originally operated in a large vacuum chamber and depended on ionized gas for its operation. By the 1960s, laser research was focused on the remarkable ability of certain semiconducting materials to accomplish the same task as the ion chamber version. Today semiconductor devices are used not only as the basis of amplifiers and switches, but also for sensing light, heat, and pressure, for emitting light (as in lasers or video displays), for generating electricity (as in solar cells), and even for mechanical motion (as in micromechanical systems or MEMS).

However, semiconductor devices in ‘‘discrete’’ forms such as transistors, would probably not have had the remarkable impact of the integrated circuit. By the 1970s, when the manufacturing techniques for integrated circuits allowed high volume production, low cost, tiny size, relatively small energy needs, and enormous complexity; electronics entered a new phase of its history, having a chief characteristic of allowing electronic systems to be retrofitted into existing technologies. Low-cost microprocessors, for example, which were available from the late 1970s onward, were used to sense data from their environment, measure it, and use it to control various technological systems from coffee machines to video tape recorders. Even the human body is increasingly invaded by electronics; at the end of the twentieth century, several researchers announced the first microchips for implantation directly in the body. They were to be used to store information for retrieval by external sensors or to help deliver subcutaneous drugs. The integrated circuit has thus become part of innumerable technological and biological systems.

It is this remarkable flexibility of application that enabled designers of electronic systems to make electronics the defining technology of the late twentieth century, eclipsing both the mechanical technologies associated with the industrial revolution and the electrical and information technologies of the so-called second industrial revolution. While many in the post-World War II era once referred to an ‘‘atomic age,’’ it was in fact an era in which daily life was increasingly dominated by electronics.

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A Study on Customer Preference Towards Electronic Goods

The preference of customers is nothing but the required a product or commodity according to their expected features and attributes. In this regard the researcher is dealt with the housewife and taken them as respondents in the name of customer on their choices of purchasing electronic goods. In this fast moving world, the city life has much more advanced in many schedules. Without the adoption of electronic good one family could not be a competed one in the society. The family is always lead by the women, who shares the half of the burden of the leader for a family. In such a situation she preference more advanced and supporting commodities which fulfils her day to day works. The researcher has designed a framework or a task which is actually leads to find the significant relationship between the wife acceptance factor and the electronic goods [1]. This will also gives an opportunity to the retailers who actually deals with the electronic consumer goods, to know the exact behaviour of the family administrator on purchasing electronic commodities.

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Harshit Khanna

Consumer behavior is the study of when, why, how, and where people do ordo notbuy a product. Gender has an important role in consumer behavior. Because, the differences between men and women about expectation, want, need, lifestyle etc. reflectto theirconsumption behavior.Survey of effect of gender on consumer behavior (acase study on mobile phone) according to the marketing mix. The methodology is causal-comparative Research. The currentsearching society is the student of Islamic Azad university of Neyshabuor and we have used the stratified random sampling and simple random sampling to select samples. Sample reach to 364 people. Also, in this search has been used from Questioner for tools of gathering data, and it is Reliability is accounted with using of Cronbach test. Also, have been used T-Independent Method, has results from Analyzing Assumption show that, There is a significant relationship between gender and consumer behavior. Also, there is a significant relationship between gender and consumer behavior in terms of promotion and place, There is no significant relationship between gender and consumer behavior in terms of product and price.

IAEME PUBLICATION

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The consumer's response reflects their post-purchase behavior; it gives others an indication of whether the goods are liked or hated and also whether or not the purchasing purposes have been achieved. It helps to understand the expectations and satisfaction of buyers towards the product. Studying post-purchase behaviour to determine whether repeated purchases are made and to recommend to others or not. It will allow the seller to predict the expected long-term earnings. Due to no agreed definition, the satisfaction and dissatisfaction of the users can not be generalised, it is needed by the number of variables. If customers are disappointed with the product, they tend to defame the product and spread the negative aspects of the product to their peers. They quit purchasing those products and turn to a new product or a new brand. However, some disappointed consumers remain repeat buyers because of no acceptable alternative and purchase it because of the strength of habit or low price. Some dedicated consumers are emotionally attached to the company and it reflects loyalty to their brand, i.e. supporting and trusting the product. The motivated consumers have trust in the company's line extension and promote the product through positive word of mouth. An attempt was made in this part of the study to know the satisfaction of the consumer towards electronic products such as air conditioner, TV, washing machine, refrigerator, mobile phone and computer. This analysis is therefore carried out in Karaikal district, Puducherry state, to know the consumers level of satisfaction towards buying of electronic products.

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Consumer behavior is the study of when, why, how, and where people do ordo notbuy a product. Gender has an important role in consumer behavior. Because, the differences between men and women about expectation, want, need, life-style etc. reflectto theirconsumption behavior.Survey of effect of gender on consumer behavior (acase study on mobile phone) according to the marketing mix. The methodology is causal-comparative Research. The currentsearching society is the student of Islamic Azad university of Neyshabuor and we have used the stratified random sampling and simple random sampling to select samples. Sample reach to 364 people. Also, in this search has been used from Questioner for tools of gathering data, and it is Reliability is accounted with using of Cronbach test. Also, have been used T-Independent Method, has results from Analyzing Assumption show that, There is a significant relationship between gender and consumer behavior. Also, there is a significant relationship betwee...

selcuk koyluoglu

As one of the important part of our modern management understanding, providing customers' desire and needs and to understand irrational behaviors, atitudes that can adapt changing and developing environmental conditions thoroughly make their existence felt. From this point of view, for a business, it doesn't matter from which sector it exists, concepts that show postmodern quality like consumer behavior became a powerful competitive tool by becoming a essential value. In fact, recently it has been mentioned how much and from which dimension consumers are affected from different factors. In this respect, from the perspective of increasing competition and technologic movements, the study that consumers decisions parameters are tried to be brought to light, the questions like how deciding process occurs, what are the steps of process and according to which factors the reasons in consumers mind during the decision process forms, will try to be answered by analysing the collected data.

IJERA Journal

One of the major changes currently emerging in the international business surroundings is fastest growing shopping through electronic commerce. The reason behind this the virtual dealers need to formulate marketing strategies to encounter the demand of e-commerce customers. For this purpose the various e-commerce portals need to study customers/consumers behavior in the area of e-commerce shopping in the small cities like; Varanasi and Prayagjaj. Accordingly, this paper is focused to analyze the preference of e-commerce customers for various products. This study is based on a primary data of 300 respondents of Varanasi and Prayagraj. The results are based by applying non-parametric technique like Mann Whitney U and Kruskal Wallis. This study has been found that medical and surgical items, food products are the most preferred products by the customers in the study area through e-commerce portals.

Achmad Suyanto

For people who don&#39;t have much free time to shop, they can use e-commerce. because with e-commerce we can do it online, where shopping activities can be done without having to come directly to the store. The purpose of this study is to determine consumer preferences in choosing E-Commerce in Indonesia. The research method used is a quantitative method and data collection by questionnaire. The number of samples in this study was 451 people using the non-probability sampling method. The questionnaire items were 18 statements and the measuring instrument used was a Likert scale. The analysis technique in this study is conjoint analysis. The results of this study indicate that the highest utility value is at the transfer rate is 0.170, the attribute that has the highest importance value is the speed of the delivery attribute is 20,253, and consumers such as E-Commerce use the transfer payment method, shipping costs based on total weight product, 2-4 days delivery speed, has a produc...

International Transaction Journal of Engineering, Management, & Applied Sciences & Technologies

Dr. Neeraj Bali

This research was to find the effect of digital medium on buying decisions of customers in the appliance industry. The researcher could conclude the degree of effect major digital medium elements had on the appliance buying decisions of LG Electronics in NOIDA. This study used the explanatory research design and multilinear regression model run by the programing language Python 3. To achieve the paper's purposes, this study collected the information from LG Electronics customers by designing a questionnaire according to the hypotheses of this study. The questionnaire was distributed to a sample of 384 by random sampling. The studied model concludes that Facebook and YouTube are the most critical digital medium elements for customers, in influencing their buying decisions. Twitter has the lowest impact on buying decisions. https://tuengr.com/V13/13A6TM.pdf

Marisol Osorio

The orientation of products towards the needs and desires of the consumer is the basic principle of marketing in the modern era with the frequent changes and reclassifications in the field of the market. The knowledge of the consumer’s behavior by the enterprises is an essential condition for their success. In this article the practices of marketing that help in understanding the behavior and decisions that those who create the final demand for products and services make are highlighted. The main target of article is the investigation of situation consumer related to way of market and criteria that choose the consumers in order to buy a product. While the research methods that used in this work are content analysis, export conclusions for the use products from consumers, understanding results of the actions marketing and method of analysis and synthesis. Moreover, with this article becomes a great effort so the consumer understand how should operate and how can be best and more info...

3rd International Seminar and Conference on Learning Organization (ISCLO 2015)

Dini T U R I P A N A M Alamanda , Grisna Anggadwita

An increase in complexity of current communication needs makes humans require more sophisticated communication tools than before. Through a high need for gadgets, many electronics centers emerge in many major cities in Indonesia. The purpose of this research is to identify the profile of consumers in the largest electronic shopping center in Bandung, namely BEC. The profile was seen only on consumer attitudes towards communication devices, smartphones and Tablet PCs which are claimed to be the best-selling at BEC. A total of 805 respondents involved in completing the questionnaire during the period of 4 months using purposive sampling method. Measurement of consumer attitudes is referred to the formula developed by Fishbein. The result was that consumer attitudes (Ao) of smart-phone users with iOS in term of product attributes were better when compared with consumer attitudes (Ao) of smart-phone users with BlackBerry and Android operating system. In addition, consumer attitudes of iPad users were better than the iPad Mini users. This research is useful as it provides information for the sellers of smart-phones and tablet PCs at BEC in particular on how consumers rate the products they sell and that eventually the sellers can formulate a more effective marketing strategy.

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Smokeless Cigarettes Market Thrives with a 16.27% CAGR, Anticipates Exponential Rise to $93.94 Billion by 2030: Straits Research

The rising concern among people of varying ages over the potentially hazardous effects of tobacco-based cigarettes has led to a surge in demand for substantially less dangerous e-cigarettes and vape goods. this is anticipated to be a driving force behind the market expansion..

Pune, INDIA

New York, United States, Nov. 07, 2023 (GLOBE NEWSWIRE) -- Growing concerns among various age groups about the detrimental effects of tobacco-based cigarettes have increased the demand for substantially less toxic e-cigarettes and vape goods, which is anticipated to stimulate market growth. According to a 2019 BMJ Journal report, around 20.8 percent of American adolescents and 4.5 percent of American adults are current e-cigarette smokers.

According to Straits Research, “ The global smokeless cigarettes market size was valued at USD 24.19 billion in 2021 and is projected to reach USD 93.94 billion by 2030, registering a CAGR of 16.27% from 2022 to 2030.” For market participants in the smokeless cigarette industry, the demand for diversely flavoured products represents a lucrative opportunity. Similarly, technological developments in the primary smokeless cigarette industry are anticipated to contribute to the sector's growth. In addition, the vaping industry has established numerous organisations to oppose anti-vaping legislation and to regulate the sector for monitoring and promoting the development of the e-cigarette and vaping markets, which are anticipated to boost the smokeless cigarettes market's key trends and opportunities during the period 2022-2030. In recent years, regional government bans on the sale of vaping products and e-liquids in countries such as the United States and India have hindered the expansion of the smokeless cigarette sector.

Download Free Sample Report PDF @ https://straitsresearch.com/report/smokeless-cigarettes-market

Growth Opportunities

Post-pandemic marketing and digital sales techniques based on COVID-19 are anticipated to boost market growth. According to a Campaign for Tobacco-Free Kids post, in May 2020, numerous e-cigarette manufacturers and vape shops marketed their goods by giving away protective masks and providing 19 percent off nicotine e-liquids with the code COVID-19. Consequently, the usage of vape devices is anticipated to expand during the projection period, particularly among recreational smokers and smokers attempting to quit.

Regional analysis

The market is split by region into North America, Europe, Asia-Pacific, and LAMEA.

Due to the online presence of large firms selling e-cigarettes and vaping products, such as JUUL Labs Inc., North America placed first in terms of profit share in 2021, according to a survey of the smokeless cigarettes market in the United States and Canada. It is anticipated that the product would gain appeal throughout the region as more young people order smokeless cigarettes as a potential substitute for tobacco.

Asia-Pacific market size for smokeless cigarettes is predicted to expand at a CAGR of 16.2 percent between 2022 and 2030. It is anticipated that the presence of established product manufacturers in China and the rising demographic advantage for retailers would contribute to the expansion of the smokeless cigarette industry in the region.

The majority of e-cigarettes and smokeless cigarettes are currently manufactured and distributed by nations such as China and others in the Asia-Pacific region. The market for smokeless cigarettes in China presents numerous advantageous chances for international competitors.

Aside from this, the European smokeless cigarette industry is anticipated to expand significantly during the forecast period. E-cigarettes and vaping from companies such as British American Tobacco Plc's Vype and Imperial Brands Plc's Blu have been certified by European health regulators as a healthier alternative to tobacco smoking, which is expected to promote the growth of the smokeless cigarettes industry in Europe .

Key Highlights

• The electric segment was the largest revenue-generating segment in 2021 and is expected to maintain dominance in the forecast period.
• The offline distribution channel dominated the market in 2021

Competitive players in the global smokeless cigarettes market

• JUUL Labs Inc.
• British American Tobacco Plc
• RELX Technology Co. Ltd.
• Imperial Brands Plc
• Japan Tobacco Inc.
• Shenzhen Joye Technology Co Ltd.
• Shenzhen IVPS Technology Co Ltd.
• Shenzhen Kanger Technology Co Ltd.
• Shenzhen Eigate Technology Co Ltd.
• Flavourart Srl

Recent Developments by key players

In July 2021, BIDI Stick, a disposable e-cigarette business, released unique flavour names that were exact translations of existing flavours, such as Marigold, formerly known as Icy Mango; the Arctic, formerly known as Mint Freeze; and Solar, formerly known as Berry Blast. The method was developed to bypass any government-imposed restrictions on the sale of smokeless cigarettes by modifying the product's existing attributes.

In January 2019, Juul Labs Inc., a California-based manufacturer of electronic cigarettes, debuted e-cigarettes in India. This decision was made in order to expand the company's commercial presence, notably in Asia.

In February 2021, TAAT(TM) Lifestyle and Wellness Ltd. released TAAT, a nicotine- and tobacco-free cigarette. It is intended to be sold in Ohio via multiple e-commerce retail platforms.

The global smokeless cigarettes market segmentation

• Non-electric

By Distribution Channel:

• North America
• Asia Pacific
• Latin America
• The Middle East and Africa

Get Detailed Market Segmentation @ https://straitsresearch.com/report/smokeless-cigarettes-market/segmentation

About Straits Research Pvt Ltd.

Straits Research is a market intelligence company providing global business information reports and services. Our exclusive blend of quantitative forecasting and trends analysis provides forward-looking insight for thousands of decision-makers. Straits Research Pvt. Ltd. provides actionable market research data, specially designed and presented for decision making and ROI.

Whether you are looking at business sectors in the next town or crosswise over continents, we understand the significance of being acquainted with the client’s purchase. We overcome our clients’ issues by recognizing and deciphering the target group and generating leads with utmost precision. We seek to collaborate with our clients to deliver a broad spectrum of results through a blend of market and business research approaches.

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