DOI: 10.14704/nq.2018.16.4.1215

Research on Brand Trust and Financing Risk Preference of E-commerce Based on Neuroeconomic Experiment

Ronggang Zhang


Brand trust and financing of e-commerce are two key factors for the development and success of e-commerce enterprises. This paper takes the relationship between brand trust and financing risk preference of e-commerce as the research objective, and adopts the research methods such as literature research, questionnaire survey and neuroeconomics experiment. Based on the research conclusion of laboratory behavioral economics, this paper introduces the latest brain nerve stimulus technique-transcranial direct current stimulus (tDCS) in the field of neuroeconomics. Through analyzing the experimental data obtained after regulating the nerve activities of the dorsolateral prefrontal cortex (DLPFC) of the brain, it reveals from neural network of the brain that the investment behavior of brand trust of e-commerce isn’t based on rational calculation of financing risk, which are different intrinsically. The research in this paper provides a new neuroeconomic basis for the management of brand trust and related financing decision-making for e-commerce managers.


Brand trust of e-commerce, Financing risk preference, Neuroeconomics, tDCS technology

Full Text:



Camerer CF. Goals, methods, and progress in neuroeconomics. Annual Review of Economics 2013; 5(5): 425-55.

Coren L, Dreber A, Campbell B, Peter B, Hoffman M, Anthony C. Testosterone and financial risk preferences. Evolution and Human Behavior 2008; 29(6): 384-90.

Drichoutis AC, Nayga RM. Do risk and time preferences have biological roots?. Southern Economic Journal 2015; 82(1):235-56.

Glimcher PW, Rustichini A. Neuroeconomics: the consilience of brain and decision. Science. 2004; 306(5695):447-52.

Hawley CB, Fujii ET. An empirical analysis of preferences for financial risk: further evidence on the friedman-savage model. Journal of Post Keynesian Economics 1994; 16(2): 197-204.

Kaplan SE, Nieschwietz RJ. A web assurance services model of trust for b2c e-commerce. International Journal of Accounting Information Systems 2002; 4(2): 95-114.

Karimov FP, Brengman M. An examination of trust assurances adopted by top internet retailers: unveiling some critical determinants. Electronic Commerce Research 2014; 14(4): 459-96.

Kaufmann C, Weber M, Haisley E. The role of experience sampling and graphical displays on one's investment risk appetite. Management Science 2013; 59(2): 323-40.

Kenning P, Plassmann H. Neuroeconomics: an overview from an economic perspective. Brain Research Bulletin 2005; 67(5): 343-54.

Kim Dan J, Ferrin Donald L, Rao Raghav H. Trust and satisfaction, two stepping stones for successful e-commerce relationships: a longitudinal exploration. Information Systems Research 2009; 20(2): 237-57.

Lowry PB, Vance A, Moody G., Beckman B, Read A. Explaining and predicting the impact of branding alliances and web site quality on initial consumer trust of e-commerce web sites. Journal of Management Information Systems 2008; 24(4): 199-224.

Matthew FS, Mark E. Neuroeconomics: decision making and the brain. Neuron 2009; 63(2): 150-53.

Mcknight DH, Choudhury V, Kacmar C. Developing and validating trust measures for e-commerce: an integrative typology. Information Systems Research 2002;13(3): 334-59.

Patton MA, Jøsang A. Technologies for trust in electronic commerce. Electronic Commerce Research 2004; 4(1-2): 9-21.

Paul J, Jacek K. Neuroeconomics and international studies: a new understanding of trust. International Studies Perspectives 2011; 12(2): 136-52.

Stanton SJ, Mullette-Gillman OD, McLaurin RE, Kuhn CM, LaBar KS, Platt ML, Huettel SA. Low-and high-testosterone individuals exhibit decreased aversion to economic risk. Psychological Science 2011; 22(4):447-53.

Supporting Agencies

We acknowledge the financial support from the Soft science research project of Shaanxi innovation capability support program in 2017” Research on joint innovation synergy mechanism between military and civilian integration in Shaanxi” (2017KRM106).

| NeuroScience + QuantumPhysics> NeuroQuantology :: Copyright 2001-2017