從消費者腦波變化探索行動購物之數字資訊對購買意圖影響

Tracking Consumer Brainwaves to Investigate the Effect of Mobile Commerce's Numerical Information on Consumers' Purchase Intentions

黃儀婷(Yi-Ting Huang)；劉恬佳(Tian-Jia Liu)

行動購物 ； 知覺價值 ； 價格錨定 ； 從眾行為 ； 腦波實驗 ； mobile commerce ； perceived value ； price anchoring ； conformity ； electroencephalography

Electronic Commerce Studies

16卷2期（2018 / 06 / 30）

103 - 135

繁體中文

行動商務消費者透過行動購物APP 之介面所提供之相關資訊，作為購買決 策的重要參考依據。在團購平台上，消費者常被數字相關資訊所左右，包括價格、 折扣、購買人次等；這些數字背後都與消費者心理相關。本研究實際量測GOMAJI行動購物APP之使用體驗價值感受，分析消費者對於不同價格折扣、購買人次多寡的數字資訊實用價值，並透過腦波儀實驗，量測消費者在瀏覽受測樣本時的腦波數據，以了解消費者是否對於不同數字資訊呈現不同專注度與興趣表現。研究發現：價格錨定呈現方式中，現省金額的價格錨定方式知覺價值以及腦波專注值分數最高，其次為折數的價格錨定方式；在購買人次的實驗當中，以301-999元購買人次區間的腦波專注值最高。男性的腦波專注值明顯高於女性、30歲以上的族群腦波專注值也明顯高於20-29歲的族群、有行動購物經驗者也明顯較無行動購物經驗者專注、有無團購網使用經驗者在定價的價格錨定呈現方式以及購買人次的數字資訊呈現時其腦波專注值變化有明顯差異。

Mobile commerce consumers rely significantly on the information they see on mobile commerce applications to make purchasing decisions. Consumers who shop on online marketplaces are often pulled left and right by the plethora of numerical information, such as prices, discounts, and number of buyers. All of this numerical information is tied to the consumer's psychology. This study looked at experiential value readings of users of GOMAJI's mobile commerce app and analyzed the practical values of consumer perception of various numerical information (e.g. discount, number of buyers). In addition, electroencephalographic experiments measuring brainwave activity of participants while they browsed through sample content were conducted in order to determine whether consumers’ levels of attention and interest were affected by the various kinds of numerical data encountered. The research discovered that the perceived value and the attentiveness in brainwave readings were highest towards the price anchoring tactic involving displaying the ＂special savings＂ price next to the higher original price; perceived value and level of attention in brainwave readings towards discount-related price anchoring tactics were second highest. In regards to brainwave readings of participants responding to the number of buyers displayed, the attentiveness was highest with items priced from NTD 301 to 999. Brainwave readings for attentiveness in male participants were overall higher than those of female participants. Participants above the age of 30 showed higher attentiveness in brainwave readings than those in the 20 to 29 age group. Experienced mobile commerce shoppers also showed higher attentiveness than unexperienced shoppers. Those who were unfamiliar with the online marketplace environment were significantly more susceptible to price anchoring tactics and displays of number of buyers as reflected in their brainwave readings.

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