Unlike brick-and-mortar stores where consumers can use all of their senses to examine a product, online retailers must properly present products to shoppers via a computer-mediated interface. In this exploratory study, we investigate how the brain makes purchase decisions when it encounters different types of visual presentation strategies. Specifically, we use event-related fMRI to study brain activation preceding purchase decisions under three visual presentation strategies: (1) static picture, (2) image zooming, and (3) rotation video. Twenty-four (24) participants made 60 apparel purchase decisions. Utilizing machine learning, we study whether and how various neural circuits are engaged in purchase decision-making in regard to different types of visual sensory information. The functional neuroimaging results suggest high accuracy (highest: 95%, Rotation condition) in predicting purchase decisions using brain activity in the product evaluation process. Furthermore, cross-category validation reveals the activation patterns under the Rotation condition most successfully predict choices across the other two presentation conditions: this suggests a potential universal brain activity pattern in these apparel purchase decisions. Finally, we found some brain regions (such as the cerebellum) that are less likely to be associated with purchase decisions but are considered influential in predicting online apparel purchase decisions in the context of watching a rotation product video. The cerebellar activation may suggest association with spatial cognition and virtual navigation in addition to motor control. This study contributes to the research field of NeuroIS and online shopper study. The results provide empirical evidence to support the refined S-O-R theoretical model Jacoby (2002) and heuristic information process and inform the practical implications of sensory-engaging presentations in helping consumers to make online purchase decisions.

与实体商店中的消费者可以使用所有感官来检查产品不同，在线零售商必须通过计算机介导的界面向购物者正确展示产品。在这项探索性研究中，我们研究了大脑在遇到不同类型的视觉呈现策略时如何做出购买决定。具体来说，我们使用事件相关的功能磁共振成像技术研究三种视觉呈现策略下的购买决策之前的大脑激活：（1）静态图片，（2）图像缩放和（3）旋转视频。二十四（24）位参与者做出了60项服装购买决定。利用机器学习，我们研究了有关不同类型的视觉感官信息的神经回路是否以及如何参与购买决策。功能性神经影像学结果表明准确性较高（最高：95％，轮换条件）在产品评估过程中使用大脑活动来预测购买决策。此外，跨类别验证揭示了“轮换”条件下的激活模式，可以最成功地预测其他两种呈现条件下的选择：这表明在这些服装购买决策中潜在的普遍大脑活动模式。最后，我们发现了一些大脑区域（例如小脑），这些区域不太可能与购买决策相关联，但在观看轮换产品视频的情况下被认为对预测在线服装购买决策具有影响力。除运动控制外，小脑激活还可能提示与空间认知和虚拟导航相关。该研究有助于NeuroIS的研究领域和在线购物者研究。