Institutional Repository of Key Laboratory of Behavioral Science, CAS
The Joint Influence of Online Rating and Product Price on Purchase Decision: An EEG Study | |
Sun, Lijun1; Zhao, Yin2; Ling, Bin3 | |
第一作者 | Sun, Lijun |
通讯作者邮箱 | ling.bin@hotmail.com |
心理所单位排序 | 1 |
摘要 | 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. |
关键词 | online rating product price neural mechanism LPP alpha-ERD |
2020 | |
语种 | 英语 |
DOI | 10.2147/PRBM.S238063 |
发表期刊 | PSYCHOLOGY RESEARCH AND BEHAVIOR MANAGEMENT |
ISSN | 1179-1578 |
卷号 | 13页码:291-301 |
期刊论文类型 | article |
收录类别 | SCI |
资助项目 | National Natural Science Foundation of China[71502048] ; Fundamental Research Funds for the Central Universities[2018B20714] |
出版者 | DOVE MEDICAL PRESS LTD |
WOS关键词 | EVENT-RELATED POTENTIALS ; POSTSTIMULUS PROCESSES ; ALPHA ; OSCILLATIONS ; QUALITY ; EMOTION ; PRESTIMULUS ; REVIEWS ; AROUSAL ; THETA |
WOS研究方向 | Psychology ; Psychiatry |
WOS类目 | Psychology, Clinical ; Psychiatry ; Psychology, Multidisciplinary |
WOS记录号 | WOS:000521571200001 |
Q分类 | Q2 |
资助机构 | National Natural Science Foundation of China ; Fundamental Research Funds for the Central Universities |
引用统计 | |
文献类型 | 期刊论文 |
条目标识符 | http://ir.psych.ac.cn/handle/311026/31531 |
专题 | 中国科学院行为科学重点实验室 |
通讯作者 | Ling, Bin |
作者单位 | 1.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 |
第一作者单位 | 中国科学院行为科学重点实验室 |
推荐引用方式 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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