神经科学视角下在线图书选购研究  

Online Book Purchasing Decision from a Neuroscience Perspective

作　　者：诸廉 葛彦希 Zhu Lian;Ge Yanxi(School of Journalism and Communication,Shanghai International Studies University,Shanghai,200083)

机构地区：[1]上海外国语大学新闻传播学院,上海200083

出　　处：《出版科学》2024年第3期73-85,共13页Publishing Journal

基　　金：上海市哲学社会科学规划2021年度课题(2021BXW012)研究成果。

摘　　要：将图书在线信息分为“高评分高销量”“高评分低销量”“低评分高销量”“低评分低销量”四种情况,通过脑电技术记录读者对每种图书进行购买决策的认知过程和结果,从N200、N400以及晚正电位(Late Positive Potentinl,LPP)这三项脑电指标的变化中分析读者在“感知风险监测”“信息冲突分析”“选项价值评估”这三个决策阶段的神经活动,发现评分和销量信息显著影响读者的购买意愿,且信息不一致情形下,评分信息是影响购书决策的主导因素:在信息冲突分析阶段,高评分低销量引发的认知偏差更小;在选项价值评估阶段,高评分低销量引起的购买动机唤醒更加强烈;而在感知风险监测阶段,高评分低销量和低评分高销量引发的感知风险没有显著差异。In this study,the online information of books was classified into four conditions:“high rating and high sales”,“high rating and low sales”,“low rating and high sales”and“low rating and low sales”.Through electroencephalographic(EEG)technology,the cognitive process and results of readers’purchasing decisions for each book were recorded under four different conditions.From the changes of the three EEG indicators,namely,N200,N400,and LPP,readers’neural activities were analyzed in three stages:“perceptual risks monitoring”,“information conflict analysis”,and“option value assessment”.The study found that both rating and sales information significantly impacted readers’purchasing intentions,with rating information serving as the dominant factor in scenarios characterized by information inconsistency:under“high rating and low sales”condition,less cognitive bias were triggered in the information conflict analysis stage,and more intense purchase motivation aroused in the option value assessment stage.However,in the perceptual risk monitoring stage,there was no significant difference in the perceived risk triggered by“high rating and low sales”and“low rating and high sales”.

关 键 词：在线购书 评分信息 销量信息 社会化学习 认知神经科学 

分 类 号：G235[文化科学]