神经科学视角下在线图书选购研究

Abstract

Abstract: 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”.

Key words: Online book purchasing　Rating information　Sales information　Social learning　 Cognitive neuroscience

CLC Number:

G235

Zhu Lian　Ge Yanxi. Online Book Purchasing Decision from a Neuroscience Perspective[J]. Publishing Journal, 2024, 32(03): 73-.

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Online Book Purchasing Decision from a Neuroscience Perspective

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