Author(s): Minanshu Sinha, Madhvendra Misra and Saurabh Mishra
E-commerce has emerged as a necessity and people have become part of its vast ecosystem. The dramatic rise in e-commerce adoption and adaption over the past ten years has prompted academic and professional marketing scientists to study customer behaviour in this area. Traditional research methods rely on self-reported data which is governed by conscious brain. The study of consumer behaviour using neuroscience is a field of study called neuromarketing. Despite the growing interest in neuromarketing in e-commerce research, there is still a gap in the literature that provides a comprehensive theoretical insight into the subconscious as well as conscious brain leading to behaviours of e-commerce consumers. By conducting a systematic literature assessment of peer-reviewed journal publications published from 2012 to 2022, this study seeks to analyse the developments in neuromarketing-based e-commerce research. The results show that the studies on e-commerce by neuromarketing on concepts like trust, purchase intention, emotional activation, product evaluation and consumer decision making, consumer purchase decision and rating. Reading deeper we analysed that area in the brain which is related to trust and cognition are primarily regions studied in the e-commerce. In this study, a direction for future studies and further recommendations has been provided.