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Interface Between the Brain and Computer to Improve the E-Commerce User Security Experience
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Author(s): Supriya Pathak (Department of Faculty of Management and Commerce, Oriental University, Indore, India), L. Priyadharshini (Saveetha School of Law, Saveetha Institute of Medical and Technical Science, India), Nitin Kulshrestha (Department of Commerce, Finance, and Accountancy, Christ University, India), Ashok Kumar Sahoo (Kalasalingam Academy of Research and Education, India), M. Gurusamy (Adarsh Institute of Management and Information Technology, India), Sudarshan V. Seshanna (CMS Business School, Jain University, India)and Shahul Hameed Abdul Gaffar (Consolidated Techniques Co. Ltd., Saudi Arabia)
Copyright: 2025
Pages: 16
Source title:
Brain-Computer Interfaces and Applications in Business
Source Author(s)/Editor(s): Binay Kumar Pandey (Department of Information Technology, College of Technology, Govind Ballabh Pant University of Agriculture and Technology, India), A.Shaji George (TSM, Almarai Company, Saudi Arabia), Sameer Tiwari (George Mason University, USA), Salah A. Albermany (Kufa University, Iraq)and Ho Sy Hung (Hong Duc University, Vietnam)
DOI: 10.4018/979-8-3373-5122-3.ch015
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Abstract
Using brain-computer interface (BCI) technology for online shopping offers a state-of-the-art way to address the issue of enhancing user experience by creating more personalized and user-friendly shopping environments. This study explores how brain-computer interfaces (BCIs) can improve e-commerce platforms by better understanding customer preferences, emotional responses, and decision-making tendencies through the collection of real-time neural data. Brain-computer interfaces, or BCIs, use brain activity analysis to provide personalized recommendations, streamline navigation, and improve product displays—all of which contribute to a more enjoyable and rewarding shopping experience. This research examines the effects of BCI-enhanced e-commerce systems on user involvement, contentment, and purchase decisions. An extensive assessment of BCIs' effectiveness in improving the overall shopping experience is conducted through experimental analysis and customer feedback. The results show that adding BCIs to e-commerce systems can significantly boost user engagement and make.
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