


Volume 16 No 4 (2018)
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Research on Brand Trust and Financing Risk Preference of E-commerce Based on Neuroeconomic Experiment
Ronggang Zhang
Abstract
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.
Keywords
Brand Trust of e-commerce, Financing Risk Preference, Neuroeconomics, tDCS Technology
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