用户软件更新行为的激励因素及其机制研究———基于ERP分析的实证研究  

Motivators and Mechanism of User Software Update Behavior:Based on ERP analysis

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作  者:孙雪[1] SUN Xue(Shanghai Key Laboratory of Brain-Machine Intelligence for Information Behavior,School of Businessand Management,Shanghai International Studies University,Shanghai 201600,China)

机构地区:[1]上海市脑机协同信息行为重点实验室,上海外国语大学国际工商管理学院,上海201600

出  处:《上海管理科学》2023年第6期94-98,共5页Shanghai Management Science

摘  要:软件更新是企业增强软件使用率及用户黏性的重要手段,为此企业在软件更新中投入大量成本,而与此相对立的是用户的低更新率。对于企业而言,探索激励用户更新的方法迫在眉睫。该研究采用事件相关电位(ERP)方法,探索了软件更新行为的激励模式及其脑机制。研究结果表明,在软件更新的界面设计中,情绪唤醒和框架效应刺激显著影响用户更新行为,这一过程主要诱发了大脑的P100和P200成分。研究结果从理论上证实了界面设计因素(例如基于图片的情绪唤醒刺激,以及基于更新提示语的框架效应刺激)影响用户更新行为的有效性及其神经机制,并在实践上为企业进行软件更新提示设计提供了借鉴。Software update is an important means for enterprises to enhance software utilization and user stickiness,so enterprises invest a lot of costs in software updates,and the opposite is the low update rate of users.For businesses,it’s urgent to explore ways to incentivize users to update.In this study,the event-related potential(ERP)method was used to explore the incentive mode of software update behavior and its brain mechanism.The results show that in the interface design of software updates,emotional arousal and regulatory directed stimuli significantly affect the user’s renewal behavior,which mainly induces the P100 and P200 components of the brain.The results of this study theoretically confirm the effectiveness and neural mechanism of interface design factors(such as image-based emotional arousal stimulation and regulatory directional stimulation based on update prompts)in influencing users’update behavior,and provide reference for enterprise software update prompt design in practice.

关 键 词:软件更新 情绪唤醒 框架效应 事件相关电位 

分 类 号:F276.7[经济管理—企业管理]

 

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