Volume 16 No 4 (2018)
 Download PDF
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
Copyright
Copyright © Neuroquantology

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Articles published in the Neuroquantology are available under Creative Commons Attribution Non-Commercial No Derivatives Licence (CC BY-NC-ND 4.0). Authors retain copyright in their work and grant IJECSE right of first publication under CC BY-NC-ND 4.0. Users have the right to read, download, copy, distribute, print, search, or link to the full texts of articles in this journal, and to use them for any other lawful purpose.