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The Joint Influence of Online Rating and Product Price on Purchase Decision: An EEG Study
Sun, Lijun1; Zhao, Yin2; Ling, Bin3
First AuthorSun, Lijun
Correspondent Emailling.bin@hotmail.com
Contribution Rank1
Abstract

Background: Consumers had to encounter and consider product-oriented and review-oriented cues before making an online purchasing decision. It was important to resolve how these cues influenced consumers' online purchasing decision. We also knew little about how the human brain processed these cues simultaneously, and which cue would occupy a dominant position in neural activity. The purpose of the present study was to investigate the neural correlates of online shopping decisions and how online rating and product price jointly influenced such purchase decisions. Research Method: Eighteen undergraduates were recruited to participate in this research. Each participant was exposed to all four experimental conditions combining 2 (product price: high vs. low) x 2 (online rating: positive vs. negative) with a total of 192 trials. They were required to rate the degree of willingness-to-pay. EEG data were obtained with 64 electrodes placed on the Easy Cap according to the International 10-20 system. We conducted both the event-related potentials analysis and the time-frequency analysis for the EEG data. Results: The behavioral findings indicated that products with positive rating and low price increased the willingness-to-pay. The EEG results showed that larger late positive potentials were elicited by products with low price compared with high price under positive rating condition, but not under negative rating condition, reflecting the modulated effect of online rating on the emotional arousal elicited by product price. Furthermore, we found larger alpha event related desynchronization elicited by products with positive rating compared with negative rating, indicating that more cognitive resources were allocated for products with a positive rating. Conclusion: Combined with behavioral and EEG analysis, our results emphasized the more important position of product rating compared with price. The findings deepened the understanding of the neural mechanisms underlying the online shopping decision process. More attention should be paid to online ratings on the webpage of the electronic store, because negative ratings made a product less appealing for prospective consumers regardless of price. Thus, the owners should build good reputations for their online products, which were fundamental to the consumers' online purchasing decisions.

Keywordonline rating product price neural mechanism LPP alpha-ERD
2020
Language英语
DOI10.2147/PRBM.S238063
Source PublicationPSYCHOLOGY RESEARCH AND BEHAVIOR MANAGEMENT
ISSN1179-1578
Volume13Pages:291-301
Subtypearticle
Indexed BySCI
Funding ProjectNational Natural Science Foundation of China[71502048] ; Fundamental Research Funds for the Central Universities[2018B20714]
PublisherDOVE MEDICAL PRESS LTD
WOS KeywordEVENT-RELATED POTENTIALS ; POSTSTIMULUS PROCESSES ; ALPHA ; OSCILLATIONS ; QUALITY ; EMOTION ; PRESTIMULUS ; REVIEWS ; AROUSAL ; THETA
WOS Research AreaPsychology ; Psychiatry
WOS SubjectPsychology, Clinical ; Psychiatry ; Psychology, Multidisciplinary
WOS IDWOS:000521571200001
QuartileQ2
Citation statistics
Cited Times:1[WOS]   [WOS Record]     [Related Records in WOS]
Document Type期刊论文
Identifierhttp://ir.psych.ac.cn/handle/311026/31531
Collection中国科学院行为科学重点实验室
Corresponding AuthorLing, Bin
Affiliation1.Univ Chinese Acad Sci, Dept Psychol, Inst Psychol, CAS Key Lab Behav Sci, Beijing, Peoples R China
2.Nanjing Forestry Univ, Furnishing & Ind Design Sch, Nanjing, Peoples R China
3.Hohai Univ, Sch Business, Nanjing, Peoples R China
First Author AffilicationKey Laboratory of Behavioral Science, CAS
Recommended Citation
GB/T 7714
Sun, Lijun,Zhao, Yin,Ling, Bin. The Joint Influence of Online Rating and Product Price on Purchase Decision: An EEG Study[J]. PSYCHOLOGY RESEARCH AND BEHAVIOR MANAGEMENT,2020,13:291-301.
APA Sun, Lijun,Zhao, Yin,&Ling, Bin.(2020).The Joint Influence of Online Rating and Product Price on Purchase Decision: An EEG Study.PSYCHOLOGY RESEARCH AND BEHAVIOR MANAGEMENT,13,291-301.
MLA Sun, Lijun,et al."The Joint Influence of Online Rating and Product Price on Purchase Decision: An EEG Study".PSYCHOLOGY RESEARCH AND BEHAVIOR MANAGEMENT 13(2020):291-301.
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