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Procesamiento neuronal de señales de seguridad y riesgo online: un estudio neurocientífico

Author

Listed:
  • Luis-Alberto Casado-Aranda
  • Francisco J. Liébana-Cabanillas
  • Juan Sánchez-Fernández

Abstract

El incremento exponencial de las transacciones en el entorno web está siendo acompañado de desconfianza y altos niveles de riesgo percibido por parte del consumidor. Las señales de confianza online (sellos de seguridad, sistemas de puntuación o declaraciones de garantía) se han constituido como los principales medios que crean confianza en el entorno web. No obstante, no existe consenso en torno al tipo de señal que produce mayor confianza o la faceta del riesgo que ejerce mayor impacto en el consumidor (financiero, de resultados o privacidad). Este es el primer estudio que utiliza un enfoque multimetodológico (medidas neurológicas y de auto-reporte) para solventar ambas problemáticas. Los resultados sugieren que los sellos de seguridad son las señales que provocan mayor recompensa subconsciente, mientras que el riesgo financiero es el que confiere subconscientemente la menor aversión y valores negativos.

Suggested Citation

  • Luis-Alberto Casado-Aranda & Francisco J. Liébana-Cabanillas & Juan Sánchez-Fernández, 2019. "Procesamiento neuronal de señales de seguridad y riesgo online: un estudio neurocientífico," DOCFRADIS Working Papers 1902, Catedra Fundación Ramón Areces de Distribución Comercial, revised Jan 2019.
    • Handle: RePEc:ovr:docfra:1902
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    More about this item

    Keywords

    Comercio electrónico; Señales de seguridad; Riesgo percibido; Resonancia magnética funcional; Respuestas neuronales.;
    All these keywords.

    JEL classification:

    • M15 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - IT Management
    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General

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