政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/129729
English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  全文笔数/总笔数 : 113311/144292 (79%)
造访人次 : 50942795      在线人数 : 1009
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
搜寻范围 查询小技巧：
  • 您可在西文检索词汇前后加上"双引号"，以获取较精准的检索结果
  • 若欲以作者姓名搜寻，建议至进阶搜寻限定作者字段，可获得较完整数据
    •  进阶搜寻


    请使用永久网址来引用或连结此文件: https://nccur.lib.nccu.edu.tw/handle/140.119/129729


    题名: The importance of online transaction textual labels for making a purchasing decision – An experimental study of consumers` brain waves.
    作者: 謝佩璇
    Hsieh, P. H.
    贡献者: 資科系
    关键词: Online transaction S-O-R (stimulation-organism-response) ;Transaction feedback; EEG (electroencephalography) 
    日期: 2018-06
    上传时间: 2020-05-25 10:15:19 (UTC+8)
    摘要: The purpose of this study was to explore how different transaction risk scenarios on auction platforms can significantly and differently influence online consumers’ brainwaves. In this study, four scenarios (a 2 × 2 experimental design, i.e., one-two transaction products and with-without transaction labels) were developed. Twenty male participants (from engineering and liberal arts programs) assigned to view all four scenarios were recruited. In each scenario, the participants must determine whether they should make a transaction for purchasing products as accurately and quickly as possible. By using a 40-channel digital EEG amplifier with a cap, the participants’ purchasing decision-making responses were recorded and timed, and their brainwave data were detected and stored for data analysis afterwards. After the experiment, every participant received an appreciation reward worth about $10 USD. All the brainwave data were analyzed using the software SCAN 4.5. As a result, it was found that participants spent more time and were less accurate without textual transaction labels than with the labels regardless of purchasing one or two items. Specifically, the participants’ decision-making response efficiency and accuracy rate performed the worst in the scenario which did not offer any feedback for determining two transaction items. Also, when comparing the with-without textual feedback scenarios, the participants’ brainwaves were found to be different.
    關聯: Human Interface and the Management of Information. Information in Applications and Services, Springer, pp.83-97
    数据类型: 專書篇章
    DOI: 10.1007/978-3-319-92046-7_8
    https://doi.org/10.1007/978-3-319-92046-7_8
    显示于类别:[資訊科學系] 專書/專書篇章

    文件中的档案:

    档案 描述 大小格式浏览次数
    200.pdf306KbAdobe PDF2233检视/开启


    在政大典藏中所有的数据项都受到原著作权保护.


    社群 sharing

    著作權政策宣告 Copyright Announcement
    1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
    The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

    2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
    NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - 回馈