消费者在线购物从众为何如此普及——从冲突视角的一个神经学研究  

Why are Herding Behaviors so Popular in Consumer Online Purchases?A Neuroscience Study from the Perspective of Conflict

作　　者：陈明亮[1] 李敏乐[1] 

机构地区：[1]浙江大学管理学院,浙江杭州310058

出　　处：《管理工程学报》2013年第3期183-188,182,共7页Journal of Industrial Engineering and Engineering Management

基　　金：国家自然科学基金资助项目(70971116;70671092;90924304)

摘　　要：消费者趋向于作出冲突最小的决策,这就是为什么消费者购物,特别是在线购物中从众行为如此普及的原因。因为不难猜测,当基于从众策略作出购买决策时,消费者面临最小的冲突。相反,如果作出反从众决策,消费者将面临巨大的冲突。为了检验这些猜测,本文以在线购书为例,采用神经科学实验的脑成像技术——事件相关电位(ERP)来探索由消费者从众和反从众决策引起的冲突的心理和神经机制。研究结果表明,反从众决策诱发出了明显的反映冲突的晚期负成分N400,而从众决策诱发出的是明显的晚期正成分LPP。N400可能意味着消费者作出反从众决策时必须面对认知和情感冲突,而LPP意味着消费者作出从众决策时无须面对这些冲突。该发现在神经和心理层面合理地解释了为什么消费者购物中从众现象如此普及。Consumers tend to make purchase decisions with minimum conflicts. This is the reason why herding is so popular in consumer decisions, especially in online purchase. It is easily speculated that consumers face less conflict when they make purchase decisions based on the herding strategy. On the contrary, consumers will face sharp conflicts if they make anti-herding decisions. In order to test these speculations, this study uses the event-related brain potentials （ERPs） to investigate neural basis of the conflictsevoked by consumer herding and anti-herding decisions. The results show that anti-herding decisions elicit remarkable N400, and herding decisions elicit the remarkable late positive potential （LPP）. The N400 likely reflects that participants must face both cognitive and emotional conflicts when making anti-herding decisions. The LPP means that these conflicts do not exist when participants make herding decisions. The present findings reasonably explain, at the level of neural and psychological mechanism, why herding phenomena in consumer online purchases are so popular.

关 键 词：反从众 从众 事件相关电位（ERP） 认知冲突 情感冲突 

分 类 号：B234[哲学宗教—中国哲学]