Bilgisayar Mühendisliği Bölümü Koleksiyonu

Permanent URI for this collectionhttps://hdl.handle.net/20.500.11779/1940

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Author: search.filters.author.Çakar, TunaEnd date: 2019

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Now showing 1 - 4 of 4
  • Conference Object
    Citation - Scopus: 7
    The Use of Neurometric and Biometric Research Methods in Understanding the User Experience During Product Search of First-Time Buyers in E-Commerce - Conference Paper
    (Springer, 2017) Rızvanoğlu, Kerem; Gürvardar, İrfan; Çakar, Tuna; Öztürk, Özgürol; Zengin Çelik, Deniz; Çelik, Deniz Zengin
    Understanding user experience (UX) during e-commerce has been a relatively important research area especially in the last decade. The use of conventional methods in UX such as task-observation, in-depth interviews and questionnaires has already contributed for the measurement of the efficiency and effectiveness. This empirical study has aimed to make use of both conventional and neuroscientific methods simultaneously to provide a richer analysis framework for understanding the product search experience of the first-time buyers. The current work provides insights for the results from the combined use of conventional and neuroscientific-biometric methods in a UX study. Although this has been an exploratory study within a limited literature, the obtained results indicate a potential use of these methods for UX research, which may contribute to improve the relevant experience in various digital platforms.
  • Book Part
    Citation - Scopus: 3
    The Use of Neurometric and Biometric Research Methods in Understanding the User Experience of First-Time Buyers in E-Commerce - Book Chapter 94
    (Elsevier, 2018) Çakar, Tuna; Öztürk, Özgürol; Rızvanoğlu, Kerem; Çelik, Deniz Zengin
    User experience (UX) research has attracted increasing attention especially in the last decade as the demand for online shopping has increased by 30.7% from 2014 to 2015 in Turkey. The traditional methods including surveys/questionnaires, think-aloud procedures, and in-depth interviews have contributed greatly for understanding the problems during the use of shopping internet sites. On the other hand, the use of neuroscientific methods, such as biometrics and neurometrics, has also grabbed attention with the exciting idea of providing an objective means of understanding cognitive and affective processes during the user experience during online shopping. Despite significant/strong limitations, many researchers are interested in exploring actively its potential use in the field.
  • Article
    Citation - WoS: 52
    Citation - Scopus: 66
    An Investigation of the Neural Correlates of Purchase Behavior Through Fnirs
    (Emerald Group Publishing Ltd, 2018) Cakir, Murat Perit; Yurdakul, Dicle; Girisken, Yener; Çakar, Tuna
    Purpose This study aims to explore the plausibility of the functional near-infrared spectroscopy (fNIRS) methodology for neuromarketing applications and develop a neurophysiologically-informed model of purchasing behavior based on fNIRS measurements. Design/methodology/approach The oxygenation signals extracted from the purchase trials of each subject were temporally averaged to obtain average signals for buy and pass decisions. The obtained data were analyzed via both linear mixed models for each of the 16 optodes to explore their separate role in the purchasing decision process and a discriminant analysis to construct a classifier for buy/pass decisions based on oxygenation measures from multiple optodes. Findings Positive purchasing decisions significantly increase the neural activity through fronto-polar regions, which are closely related to OFC and vmPFC that modulate the computation of subjective values. The results showed that neural activations can be used to decode the buy or pass decisions with 85 per cent accuracy provided that sensitivity to the budget constraint is provided as an additional factor. Research limitations/implications The study shows that the fNIRS measures can provide useful biomarkers for improving the classification accuracy of purchasing tendencies and might be used as a main or complementary method together with traditional research methods in marketing. Future studies might focus on real-time purchasing processes in a more ecologically valid setting such as shopping in supermarkets. Originality/value This paper uses an emerging neuroimaging method in consumer neuroscience, namely, fNIRS. The decoding accuracy of the model is 85 per cent which presents an improvement over the accuracy levels reported in previous studies. The research also contributes to existing knowledge by providing insights in understanding individual differences and heterogeneity in consumer behavior through neural activities.
  • Article
    Detecting the Effect of Voice-Over in Tv Ads Via Optic Brain Imaging (fnirs) and In-Depth Interview Methods
    (Istanbul Univ, 2016) Çakar, Tuna; Girisken, Yener
    Voice-overs are used extensively to increase the effectiveness of the TV ads especially in the last decade. The main purpose is to provide the brand message via a clear feature that will inevitably grab the attention of the viewers. The current study contains the neuro tests of 12 TV ads in banking and finance sectors on 168 participants in 8 groups. Optic brain imaging (fNIRS) and in-depth interviews were the methodologies utilized during the test of these TV ads. The obtained results indicate that the use of voice-over during the TV ads possibly causes the decrease in attention and emotional engagement levels of the participants.