产品造型对用户使用意向影响的事件相关电位研究  

The Impact of Product Forms on User's Usage Intention with Event Related Potentials

作　　者：郭伏[1] 丁一[1] 张雪峰[1] 姜均译 刘玮琳[1] 

机构地区：[1]东北大学工商管理学院,沈阳110167

出　　处：《管理科学》2015年第6期95-104,共10页Journal of Management Science

基　　金：国家自然科学基金(71471033;71171041)~~

摘　　要：产品设计能否激发用户的使用意向将决定用户产生进一步体验行为或制定购买决策,传统方法难以保证对用户自身感觉的准确解析。大脑控制着人的一切行为和认知,神经生理学的发展及其测量方法的成熟使从脑认知的角度研究用户体验成为可能。采用事件相关电位技术,以智能手机为研究对象,探索期望体验的形成过程。为尽可能保证脑认知差异是由产品造型激发的期望体验不同而引起的,实验不考虑产品价格和品牌的影响。实验中要求被试浏览不同用户体验水平的智能手机造型,等概率随机呈现这些智能手机造型,当出现能诱发被试使用意向的手机时,要求被试点击鼠标左键。以点击鼠标行为数据(有/无产生期望体验意向)作为脑电处理的依据,将采集的脑信号经过Curry 7.0 SBA处理,然后通过SPSS18.0对各个时间窗内的事件相关电位的平均幅值进行被试内重复测量方差分析。研究结果表明,在被试对于呈现的智能手机造型产生期望体验意向并做出点击鼠标行为时,与无期望体验意向时相比,能在额区-中央区诱发较小的峰潜伏期的260毫秒左右的负波(N2)和峰潜伏期在400毫秒左右的正波(P3),在中-顶区、顶区和枕区引起更大的峰潜伏期在300毫秒左右的负波(N3)和晚期正波(LPP);头皮地形图显示当被试产生期望体验意向时,被试中-顶区、顶区和枕区得到更强激活。脑电信号可以反映用户有无期望体验意向,也能间接反映产品设计的好坏。通过对用户脑信号的分析,能够提供更精确的测量用户感知的方法,帮助市场研究者更好地锁定用户的心理需求。The ability of product to stimulate user′s intention of anticipated use has a decisive role in further experience or pur-chase decision, while traditional methods cannot give a full understanding of user′s experience on product.The brain controls all of people′s behaviours and cognition, and the development of neurophysiology and mature of electroencephalogram （ EEG） meas-urement method makes it possible to understand people′s mind more accurately. In this study, event related potentials（ERPs） were applied to explore the process of anticipated user experience when users browsed different smart phone designs.Four smart phone forms designed by using Pro/ENGINEER Wildfire 5.0 and five selected from website were displayed as stimuli.All the stimuli were processed to have the same size and visual angel.Moreover, the brands were deleted and price was not taken into account for mainly studying the brain activity evoked by variety of product forms.Smart phone pictures with different anticipated user experience were displayed with equiprobability randomly.Eleven sub-jects took part in the experiment, during which participants were asked to click the left button of mouse when certain picture gave them a feeling of anticipated use.Consequently, according to the behavioral results （ the times of mouse click） , stimuli were di-vided into intended and no response types.EEG signals were processed by applying Curry 7.0 SBA （ Neurosoft Labs Inc） , and computed using EEG epochs that started from 200ms before stimuli onset to 800ms after stimuli onset.Event related potentials of each participant were then averaged separately for each channel and stimulus type.The single-subject ERPs were then used to derive the grand averaged waveforms for display and analysis.Then within-subject repeated-measures analysis of variance （ ANO-VA） was done by SPSS 18.0. The results show that pictures with an ability to stimulate participants′intention for further experience can evoke smaller N200 and P300 in frontal and c

关 键 词：产品造型 行为意向 用户体验 事件相关电位 神经工效学 

分 类 号：TB472[一般工业技术—工业设计]