Understanding Online Produce Cue Effects on Consumer Behavior: Evidence from EEG Data
學年 107
學期 1
發表日期 2018-08-16
作品名稱 Understanding Online Produce Cue Effects on Consumer Behavior: Evidence from EEG Data
作品名稱（其他語言）
著者 Wu, Ya-Ling; Hsiung, C.-Y.
作品所屬單位
出版者
會議名稱 24th Americas Conference on Information Systems 2018 (AMCIS 2018)
會議地點 New Orleans, United States
摘要 The more information the linguistic symbol can convey, the better the effectiveness of communication will be. Thus, this study strived to explore the dissimilar use of product information cues in product evaluations of online shopping sites. We conducted different experiments with three product cues: country of origin, ranking, and sales. In addition, an electrophysiological monitoring method was used to measure neurophysiological states while customers assess the diagnosticity of cue usage in decision making. The valid data collected from 160 customers provide strong support that different extrinsic cues can stimulate different emotional responses at specific sites. The insights from the findings can benefit designers and marketers in implementing more effective marketing strategies.
關鍵字 EEG;cue utilization theory;cognitive processing;positive and negative emotions
語言 en_US
收錄於
會議性質 國際
校內研討會地點 無
研討會時間 20180816~20180818
通訊作者
國別 USA
公開徵稿
出版型式
出處
相關連結

機構典藏連結 ( http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/120649 )

SDGS 尊嚴就業與經濟發展,產業創新與基礎設施