Abstract:
This objective of this study is to understand decision making processes behind human brain for tapping the e-commerce applications’ notifications and find the most important aspects of notifications that leads humans to tap on the notifications with creating a structural model. This study is helpful for filling the gap in the literature and lack of model for notifications. An online survey is conducted in December 2021 and the data is analyzed with Exploratory Factor Analysis, Confirmatory Factor Analysis and Structural Equation Modelling. Findings indicated that humans need to be communicated with different types of notifications when they are in different emotional states. Furthermore, in the non-emotional dimension, mechanical aspects of notifications are affecting the act as much as the emotional dimension of notifications. Finally, the decision-making process of human brain on notifications have a big impact on the act of tapping the notifications.
