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

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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).

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