運用腦電波探討購物網站類型與訊息呈現型態及內容對瀏覽者之影響

• Main Authors: Tzu-Yen, Li, 李紫妍
• Other Authors: Chien-Jung, Lai
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/70541151290507699997

碩士 === 國立勤益科技大學 === 流通管理系 === 104 === E-commerce market grows up fast and online shopping has become the major way of consumer purchasing behavior. The study adopt the brainwave data of Chen’s(2015) laboratory experiment. The EEG data were analyzed to know that how consumers browse merchandise and make purchase decisions at the high-affective perception and low-affective perception website. In low-affective website, the power of theta band and alpha band had higher power in browsing stage than decision; on the other hand, beta band had the opposite result. However, in high-affective website, the power of delta band and theta band had higher power in decision to browsing. Thus, no matter in low or high-affective website, the coherence in data of brain waves showed that each brain wave band has their own paths. Nevertheless, in high-affective website, each brain wave band had obvious increase in their own paths. According to ROC data analysis, the Area under Curve (AUC) in either low or high-affective website is around 0.4 to 0.6, showed that its power value can not be used cut-off point basis between browsing and decision state. In the level of low-affective website, alpha band FP2_OZ sites cut-off point is 0.058, which is able to be the limit between browsing and decision state, and, in the level of high-affective website, theta band FP2_T5 sites cut-off point is 0.138, due to the result of ROC of coherence data analysis.