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系統識別號 U0026-1607201413000300
論文名稱(中文) 二手商品線上消費者決策過程腦影像之研究
論文名稱(英文) A Study of Online Consumers' Brain Images in their Decision-Making Process for Purchasing Second-Hand and New Products
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 102
學期 2
出版年 103
研究生(中文) 張芳寧
研究生(英文) Fang-Ning Chang
學號 R76014137
學位類別 碩士
語文別 英文
論文頁數 64頁
口試委員 指導教授-謝佩璇
口試委員-呂執中
口試委員-龔俊嘉
中文關鍵字 二手商品  消費者決策  品牌觀點  功能性磁振造影 
英文關鍵字 second-hand products (SHP)  online consumer decision  brand perspectives  functional magnetic resonance imaging (fMRI) 
學科別分類
中文摘要 功能性磁振造影(functional magnetic resonance imaging, fMRI)自從1991年開始使用於觀察人類腦部的活動。之後,fMRI逐漸開始使用在許多不同的研究領域上,心理學家開始進行與認知相關的研究,使用fMRI來對映出腦中與認知功能相關的區域,包括語言、記憶與情緒等。除了神經心理之外,fMRI也用於生理相關的研究,包括觸覺、嗅覺、疼痛、飢餓、渴、呼吸等以及藥物相關研究。
fMRI的應用越來越多元,2007年於Neuron期刊發表一篇關於觀察神經元反應預測購買決策的研究,利用fMRI來測試測量在購買決策過程中相關腦神經變化,發現依核(nucleus accumbens, NAcc)、內側額葉皮質區(medial prefrontal cortex, MPFC)與腦島(Insula)三個腦區的活化程度與購買決策行為相關。而現今線上消費者行為背後複雜心智問題,或許也可仰賴fMRI來測量腦部接收刺激與活動情形,佐證提出研究假設或行為意圖模型,獲得客觀的解答。在消費者購買決策的研究中,品牌為一個影響消費者購買決策的主要因素之一,消費與品牌之間的互動就像人與人的人際關係,且在許多品牌相關的腦影像研究中,結果也顯示品牌對於大腦的影響,故本研究值得以fMRI技術做為了解消費者於線上拍賣購買二手商品與全新品決策行為,透過fMRI技術可取得消費者相關腦區的腦影像資料,並且加入不同品牌觀點進一步探討消費者決策行為腦區變化的差異。
本研究招募12位曾經購買過二手品的線上消費者,進行120項商品購買決策。研究結果發現,消費者購買3C二手品相較於購買新品時,MPFC產生活化,此外也發現insula產生正向活化,而消費者購買品牌品相較於購非品牌產品時,DLPFC產生活化,可知線上消費者在購買決策過程中受到品牌的影響時,DLPFC會有較大的活化。
英文摘要 The technique of functional magnetic resonance imaging (fMRI) has been used to observe human brain’s activities since 1991. Afterward, fMRI has widely adopted in varied research domains. For example, psychologists start using fMRI to conduct cognition-related studies to determine which area of human brain is responsible for functioning language use, memory retrieval, and emotional fluctuation. Biologists also use fMRI to explore which area of human brain is responsible for functioning different senses and feeling, including touch, smell, ache, hungry, thirsty, and breadth. Nowadays, fMRI has been applied to explore which area of human brain can activate or function decision-making processes.
According to the literature review, nucleus accumbens (NAcc), medial prefrontal cortex (MPFC), and insula can be activated when purchasing decision is made. In the study of consumer purchasing decisions, the brand is a major factor affecting consumer purchase decisions. Interaction between the consumer and the brand is similar to interpersonal relationships. Many study of brand of brain image indicated that brand had a significant impact on brain activation. Therefore, the purpose of this study is to verify the areas of human brain’s neuron to be activated when decision-making behavior is conducted in online auction context for consumers who ever purchased second-hand and/or new products. Brain activity of online consumers who make decision on purchasing second-hand and/or new products in different brand perspectives is explored. Here, the neuron which has been activated may be located in different areas of human brain due to consumers’ different brand perspectives and perceived value of second-hand and/or new products.
This study recruit 12 online consumers had purchased SHPs and/or new products on online auction platform. The results of this study find MPFC and insula activation when online consumers purchased SHPs, and DLPFC activation when they purchased brand products.
論文目次 Chapter 1 Introduction 1
1.1 Research Background and Motivation 1
1.2 Research Purposes 4
1.3 Research Procedures 5
1.4 Research Scopes and Limitations 7
Chapter 2 Literature Review 8
2.1 functional Magnetic Resonance Imaging 8
2.1.1 Research Applications of fMRI 9
2.1 2 Research Applications of fMRI Associated with Shopping 11
2.2 Consumer Behavior of Online Auction 15
2.2.1 Consumer Behavior Decision Making in Online Auctions 15
2.2.2 Online Auction & Second-hand Products (SHP) 16
2.3 Consumer Brand Perspective 17
2.4 Summary of Literature Review 21
Chapter 3 Research Methodology 22
3.1 Research Model 22
3.2 Research Participants 23
3.3 Questionnaire Development 24
3.4 Experimental Design 25
3.5 Data Collection & Analysis methods 29
3.5.1 Questionnaire 29
3.5.2 fMRI Experiment 30
Chapter 4 Data Analysis 32
4.1 Participants 32
4.2 Questionnaire Analysis 32
4.2.1 Descriptive Statistics 32
4.2.2 Homogeneity Testing 33
4.2.3 Reliability Analysis 34
4.3 fMRI Data Analysis 36
4.3.1 Before fMRI scanning - Purchasing Decision Behavior 36
4.3.2 After fMRI scanning - Purchasing SHPs vs. new products 38
4.3.3 After fMRI scanning - Purchasing brand vs. non-brand products 42
Chapter 5 Conclusions 45
5.1 Discussions 45
5.1.1 Purchasing SHPs vs. new products 45
5.1.2 Purchasing brand vs. non-brand products 46
5.2 Contributions 47
5.2.1 Theoretical Implications 47
5.2.2 Practical Implications 49
5.3 Limitation and Future Research 51
References 53
Appendix 1: Recruitment 58
Appendix 2: Experimental Consent Form 60
Appendix 3: Brand Perspective Questionnaire 64
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