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系統識別號 U0026-1206201819230000
論文名稱(中文) 網拍平台刻板印象因素影響網拍購買決策風險之腦影像研究
論文名稱(英文) An fMRI Study of the Stereotype of Online Auction Influencing the Levels of Perceived Purchasing Decision-making Risk for Consumers
校院名稱 成功大學
系所名稱(中) 資訊管理研究所
系所名稱(英) Institute of Information Management
學年度 106
學期 2
出版年 107
研究生(中文) 陳梦藍
研究生(英文) Meng-Lan Chen
學號 R76051024
學位類別 碩士
語文別 英文
論文頁數 72頁
口試委員 指導教授-謝佩璇
口試委員-龔俊嘉
口試委員-楊政達
口試委員-呂執中
口試委員-王凱
中文關鍵字 刻板印象  網路拍賣  競標  知覺風險  fMRI 
英文關鍵字 stereotypes  online auctions  bidding  perceived risk  Fmri 
學科別分類
中文摘要 刻板印象是一種來自文化賦予的想像,是關於一群人的個人屬性或特徵,當我們對某一群體過度類化後產生的印象,尤其是在這現代化的社會中,更容易受到文化的影響而對其他族群產生刻板印象。網路購物現在已成為主流購物方式的一種,消費者為了能用較低的價錢購入產品時就會選用競標的方式,在現今競標平台中提供的資訊大多為賣家個人資訊,而競標者的資訊卻只有帳號名稱。由於消費者不同的消費行為,選擇競標方式不同,在線上競標情境中,若是能事先得知競標對手的個人資訊做為購買決策的基礎,或許能產生較有效的購買決策。
本研究結合Stimulus-Organism-Response(S-O-R)理論與Engel-Kollat-Blackwell(EKB Model)模型,以三種不同的刻板印象做為研究實驗的刺激材料,採用fMRI工具探討影響消費者對競價商品的方案評估及影響決策的情形。本研究觀察消費者面對不同類型競標對手,相關神經元活化的腦區、產生的知覺風險程度,以及在有知覺風險的情況下,消費者的購買決策。本研究期待能做為網路競標平台之參考,並得知台灣消費者對其他消費族群之刻板印象。
本研究結果發現當消費者面對不同種族與性別之競爭者時在前額葉(Prefrontal Cortex)左側有顯著活化,尤其是當消費者面對白人年長女性時的活化更為顯著;而出現黑人臉孔競標者時消費者的杏仁核(Amygdala)有輕微活化,尤其在出現黑人年輕男性時的活化更顯著;消費者面對年長競標者時背外側前額葉(Dorsolateral prefrontal cortex, DLPFC)腦區有活化,尤其是面對白人年長男性時活化程度更加顯著。本研究綜合研究資料分析之結果顯示刻板印象會影響消費者競標時的決策,期待本研究能提供後續研究做為參考。
英文摘要 Stereotype is a kind of imagination from a cultural perspective. It is about overgeneralize personal attributes or characteristics of a group of people. Especially in the modern society, people are easier to be influenced by their culture and form stereotypical perceptions of other people groups. Online shopping has become one of the mainstream shopping methods. Consumers use online bidding to purchase products at a lower price. The information provided on online bidding platforms is mostly personal information of sellers, but the information of the bidders is usually just the account numbers. Buyers have different consumer behaviors and choose different bidding methods. In online bidding situations, if it is possible to know in advance the personal information of bidding competitors, it may result in more effective purchasing decisions.
This study combines the Stimulus-Organism-Response (SOR) theory with the Engel-Kollat-Blackwell (EKB Model) model, using three different stereotypes as the experimental stimuli. In addition, fMRI tools were used to explore how stereotypes influence consumers' decision-making. This study observes the activity of brain regions when consumers are faced with different types of bidders, as well as the consumers’ buying decisions in the presence of perceived risks. This study aims to serve as a reference for online bidding platforms and to learn about Taiwanese consumers' stereotype of other consumer groups.
This study found that consumers have significant activation on the left side of the prefrontal cortex when facing competitors of different races and genders, especially when they see white old females; consumers' amygdala is slightly activated when they see black people, especially black young males; the DLPFC was activated when consumers see older bidders, especially older white males. The results of the research show that stereotypes will influence the decision-making of consumers when they are bidding, and it is expected that this study can serve as a reference for future research.
論文目次 Chapter 1 Introduction 1
1.1 Research Background and Motivation 1
1.2 Research Purposes 3
1.3 Research Process 4
1.4 Research Scope and Limitations 5
Chapter 2 Literature Review 6
2.1 Online Auction 6
2.1.1 Online Trading Status 7
2.1.2 Online Bidding Situation 10
2.2 S-O-R Theory and fMRI Research Related to Consumer Decision Making Perceived Risk 12
2.2.1 Consumer behavior and decision process 12
2.2.2 S-O-R Theory 15
2.2.3 Perceived Risk Types and fMRI Research Related to Perceived Risk 18
2.3 Stereotype 22
2.3.1 Power View from Stereotype 23
2.3.2 Implicit Test and fMRI Research Related to Stereotype 24
Chapter 3 Research Methods 32
3.1 Research Model 32
3.2 Research Participants 33
3.3 Experimental situation and Tools 34
3.4 Experimental Procedures 39
3.5 Data Collection Method 40
3.6 fMRI Analysis Method 40
Chapter 4 Data Analysis 42
4.1 Demographic Background of the Formal Study Participants 42
4.2 fMRI Data Analysis 43
4.2.1 Behavior data 44
4.2.2 fMRI imaging data 45
4.3 Interview Analysis 52
4.4 IAT Results 56
Chapter 5 Conclusion 58
5.1 Discussion 58
5.1.1 Stereotype 58
5.1.2 Bidding Decisions and Risks 59
5.2 Contribution 60
5.2.1 Academic contribution 60
5.2.2 Practical contribution 62
5.3 Limitation and Future Research 63
References 65
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