E-Commerce in the People’s Republic of China and the Use of Neuromarketing Tools During the 2020 Pandemic

Aim. The presented study aims to determine the reaction of Chinese consumers to the use of e-commerce and neuromarketing tools during the coronavirus pandemic and to develop guidelines for e-commerce companies regarding the use of neuromarketing tools in the post-pandemic period.

Tasks. The authors assess the awareness and attitude of respondents as consumers (individuals) regarding e-commerce tools in the People’s Republic of China (PRC); assess the attitude of respondents as consumers (individuals) to neuromarketing tools in e-commerce in the PRC during the pandemic; develop guidelines for improving the neuromarketing methodology in the PRC in the post-pandemic period.

Methods. The authors test several hypotheses using statistical analysis. The hypotheses are tested in practice on the basis of a survey (using handouts and online questionnaires) of individuals. The attitude of Chinese citizens to the use of e-commerce tools is examined. The respondents are asked questions with one answer, multiple answers, and Likert scale questions. Data is processed using IBM SPSS Statistics 26 software and statistical methods, such as frequency analysis, contrast of means, and a number of others.

Results. The opinion of Chinese consumers on the practice of using neurotechnologies in e-commerce is comprehensively assessed. The study analyzes the awareness of Chinese consumers regarding neurotechnologies and their own consumer behavior, showing their attitude to the use of neurotechnologies in e-commerce in the context of the pandemic.

Conclusions. First, the COVID-19 pandemic has not significantly affected the overall income and spending of Chinese citizens. Only one-third of the Chinese population has increased their use of e-commerce platforms to make online purchases. Second, the pandemic has changed the consumption patterns of the Chinese population, making them more open to online shopping. Third, the average time of browsing products and making purchasing decisions on e-commerce platforms for Chinese residents did not change significantly during the pandemic. Fourth, while some Chinese consumers had a negative experience using e-commerce platforms during the pandemic, they used them more often than usual and will make more online purchases in the post-pandemic era. Fifth, when making online purchases, Chinese consumers always pay attention primarily to the quality and price of goods rather than other factors.

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