Neuro-economic Analysis of Games Theory Applied to E-Commerce

Abstract

To date, 62.26% of Colombian households and 68% of Colombian companies have access to the Internet, that is, the penetration of the Internet in Colombia is 61.4%, according to the magazine Dinero an article published at the end of 2018 [1], this leads us that according to the Colombian E-commerce observatory, 36% of Colombians with Internet access purchase goods and services online and in a survey conducted to 1851 people it was found that 80% of the time the Internet users before acquiring a product consults the characteristics of the same in Internet; The investigation arises from the need to define which are the determining elements that a person takes into account to make an online purchase and that leads him to decide if he buys in one establishment and not in the other and on the other hand he wants to establish which ones are the emotional factors in the purchase decision. For this, the correspondence between the theory of games in an exercise applied to e-commerce and a neuroeconomy experiment also applied to an electronic purchase exercise was determined. The experiment consisted in modeling, under the principles of Game Theory and Neuroeconomics, a scenario in which a person had to buy a cell phone and enter three websites, browse a time between them until they decided in which online store they would make the purchase. In conclusion, having images with infographics and a detailed and simple characterization of the product is a decisive criterion for buyers when making an electronic purchase, the brain always seeks the simple. More information available in videos, infographics and images will help the person have better arguments to make a positive opinion and make a purchase decision and on the other hand to achieve effectiveness in an e-commerce website, not only should the efforts in the completeness of the site, also the advertising different from the online is very important, since finally this information is with which the buyer has to make his purchase decision.