Conference Agenda
Overview and details of the sessions of this conference. Please select a date or location to show only sessions at that day or location. Please select a single session for detailed view (with abstracts and downloads if available).
Please note that all times are shown in the time zone of the conference. The current conference time is: 24th Aug 2026, 04:44:32am America, Santiago
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Daily Overview |
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Student Paper (SP) 02 Location: Room 07: Antartica | |
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3:40pm - 3:50pm
Analysis of Perceived Risks by Online Consumers: The Case of an Exporting SME from Costa Rica Tecnológico de Costa Rica, Costa Rica This research analyzed the acceptance of e-commerce on the website of a Costa Rican SME through a mixed-method design that triangulated conscious survey data with unconscious neuromarketing metrics (Eye-Tracking, Face Reader) in a sample of 67 women. Multiple regression confirmed Perceived Utility and Usefulness as the only significant predictors of conscious acceptance. However, biometric analysis revealed a critical discrepancy: the "Refund Policy" captured 61% of the total visual time, demonstrating that risk mitigation is the dominant unconscious barrier. This finding, along with a 65% purchase abandonment rate due to usability failures, concludes that perceived risk—while consciously insignificant—generates a "Neutral" emotional experience and is the primary driver of abandonment at the unconscious behavioral level. | |