| 題名: | Understanding Online Produce Cue Effects on Consumer Behavior: Evidence from EEG Data |
| 作者: | Wu, Ya-Ling;Hsiung, C.-Y. |
| 關鍵詞: | EEG;cue utilization theory;cognitive processing;positive and negative emotions |
| 日期: | 2018-08-18 |
| 上傳時間: | 2021-04-24 12:11:05 (UTC+8) |
| 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. |
| 關聯: | 24th Americas Conference on Information Systems 2018 (AMCIS 2018) |
| 顯示於類別: | [資訊管理學系暨研究所] 會議論文
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