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    题名: Investigating common method bias via an EEG study of the flow experience in website design
    作者: 林怡伶
    Lin, Yee-Lin
    Liang, Ting-Peng;Shiau, Wen-Lung;Chen, Sih-Fan
    贡献者: 資管系
    关键词: website design;flow theory;Neural information systems;Common method bias;Marker variable technique
    日期: 2021-11
    上传时间: 2022-06-23 09:51:30 (UTC+8)
    摘要: Flow experience is a critical lens for investigating the role of website design on consumer satisfaction in online shopping. Since flow is a latent variable that cannot be directly observed, most studies use a questionnaire survey with self-reported data as the predominant method of data gathering. Although many researchers believe that the self-reported approach as a sole measurement method is subject to common method bias (CMB), scholars have different interpretations of this effect. This study designed an experiment with flow experience as a mediator to investigate the relationship between website quality and user satisfaction from a behavioral survey and an electroencephalography (EEG)-based neuroscience method. By adopting Harman`s one-factor test and the marker variable technique, the results indicate that the EEG neuroscience method reduces CMB and CMB is not an important issue when considering EEG results.
    關聯: Journal of Electronic Commerce Research, 22(4), 305-321
    数据类型: article
    DOI 連結: https://doi.org/10.1312/j.fgs.2021.113683
    DOI: 10.1312/j.fgs.2021.113683
    显示于类别:[資訊管理學系] 期刊論文

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