The Use of Neurometric and Biometric Research Methods in Understanding the User Experience of First-Time Buyers in E-Commerce

User experience (UX) research has attracted increasing attention especially in the last decade as the demand for online shopping has increased by 30.7% from 2014 to 2015 in Turkey. The traditional methods including surveys/questionnaires, think-aloud procedures, and in-depth interviews have contributed greatly for understanding the problems during the use of shopping internet sites. On the other hand, the use of neuroscientific methods, such as biometrics and neurometrics, has also grabbed attention with the exciting idea of providing an objective means of understanding cognitive and affective processes during the user experience during online shopping. Despite significant/strong limitations, many researchers are interested in exploring actively its potential use in the field.