腦波與排隊決策之探究

Brainwave and Decision to Queue

梁直青(Chih-Chin Liang)；郭文甄(Wen-Chen Kuo)；蔡佩舒(Pei-Shu Tsai)

排隊 ； 腦波 ； 消費者決策 ； Queue ； Brain Wave ； Consumer Behavior

東吳經濟商學學報

92期（2016 / 06 / 01）

1 - 36

繁體中文

消費者排隊在意的不外乎是排隊的時間及排隊的人數；若能透過探究消費者面對時間與人數時候的腦波反應以及決策，應能找出具備管理意涵的行銷決策。為探究消費者面對排隊時的生理反應與決策之間的關係，就必須要找出合適研究的案例來進行探討。根據現場觀察，於開幕一年後，不含特惠日之知名品牌咖啡店於虎尾新開門市仍有約70%營業時間櫃檯前都有排隊人潮。據此，本研究採實驗室實驗法該門市長時間大排長龍的消費情境來進行實驗。本研究透過探究時間因子與人數因子干擾以瞭解曾經目擊該店門口排隊盛況，並考慮加入排隊的消費者於「是否加入排隊時」之腦波變化。本研究共招募40 位受測者參與實驗，有效樣本33 份。研究結果顯示，腦波專注程度對於決策部分顯著影響，專注程度越強，消費者容易傾向不加入排隊。而人格特質對於腦波專注程度無顯著影響。本研究並發現到店家若希望顧客留下等待，可以選擇告知消費者需「等待時間」而非告知需「等待人數」，且較不適合告訴消費者「20 分鐘」與「24 分鐘」此兩等待時間；然而，若店家不希望顧客留下等待（如排隊人數過多），則可以試著告訴消費者需「等待人數」，且告知「10 個人、20 個人、23 個人及24 個人」此四種等待人數，消費者較容易陷入專注思考，且選擇不繼續等待之機率較高。

Waiting time and the number of waiting people are consumer’s most concerns on shopping. However, a consumer is not always queue. A customer should leave a queue because of emotional reactions to stimulus. Brainwave can help understanding the emotional reaction. In this study, a famous coffee shop in Huwei Township, Taiwan has been adopted as the case to observe the brainwave changes while the consumer face a queue, because the coffee shop always queues many consumers in the front. In this study, 40 participants are involved to analyze the changes of their brainwaves. The 33 valid samples are collected. The analytical results show that attention is important to make decision. If a customer is with full attention, the customer is easy to leave from a queue.

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