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(3): 73-.

References

[1][21][57]Cheung C， Xiao B， Liu I. The impact of observational learning and electronic word of
mouth on consumer purchase decisions ： The moderating role of consumer expertise and consumer
involvement[A]. 2012 45th Hawaii International Conference on System Sciences， 2012 ：3228–3237
[2]Bandura A， Walters R H. Social learning theory [M]. Englewood cliffs Prentice Hall.1977 ： 1
[3][6][29] 张亦文 . 消费者社会化学习、个体认知与在线消费决策各阶段效率的互动关系 [J]. 商业经济研究，
2022， 4 ：81-84
[4][23]Wang F， Wang M， Wan Y， et al. The power of social learning ： How do observational and
word-of-mouth learning inﬂuence online consumer decision processes?[J]. Information Processing &
Management， 2021， 58（5）：102632
[5]Chen Y， Wang Q， Xie J. Online social interactions ： A natural experiment on word of mouth versus
observational learning[J]. Journal of Marketing Research， 2011， 48（2）：238-254
[7]Patil A， Malhotra K， Maity M. Observational learning ： Inﬂuence of regulatory focus， knowledge，
and summarized observable recommendations on consumer decision outcomes in an online
environment[J]. International Journal of Consumer Studies， 2022， 46（4）：1428-1450
[8]Wang Y， Yu C. Social interaction-based consumer decision-making model in social commerce ：
The role of word of mouth and observational learning[J]. International Journal of Information
Management， 2017， 37（3）：179-189
[9]Jasin M. The role of social media marketing and electronic word of mouth on brand Image and
purchase intention of SMEs product[J]. Journal of Information Systems and Management， 2022， 1
（4）： 54-62
[10]Monfared A， Ghaffari M， Barootkoob M， et al. The role of social commerce in online purchase
intention ： Mediating role of social interactions， trust， and electronic word of mouth[J]. Journal for
International Business and Entrepreneurship Development， 2021， 13（1）：22-39

[11]Kaur K， Singh T. Impact of online consumer reviews on Amazon books sales ： Empirical evidence from India[J]. Journal of Theoretical and Applied Electronic Commerce Research， 2021， 16（7）： 2793-2807 [12] 任娟 . 大数据背景下在线评论在图书销售中的策略分析 [J]. 编辑学刊， 2016， 4 ：42-46 [13][62] 任小静，李琪 .“ 负面偏见”对平台认证型评论感知有用性的影响 [J]. 中国管理科学， 2019， 27（9）： 149-159 [14][44]Chevalier J， Mayzlin D. The effect of word of mouth on sales： Online book reviews[J]. Journal of Marketing Research， 2006， 43（3）：345-354 [15]Berger J， Sorensen A， Rasmussen S. Positive effects of negative publicity ： When negative reviews increase sales[J]. Marketing Science， 2010， 29（5）：815-827 [16][49]Chen M， Ma Q， Li M， et al. The neural and psychological basis of herding in purchasing books online ： An event-related potential study[J]. Cyberpsychology， Behavior， and Social Networking， 2010， 13（3）：321-328 [17] 上官莉莉，缪朝炜，蓝永泉，等 . 线上零售商的新商品定价与销量信息披露策略分析 [J]. 管理工程学报， 2023， 37（2）：209–221 [18] 白兰英 . 读者购书的从众心理分析 [J]. 出版发行研究， 2017， 1 ：43-46. [19]Liebowitz S， Zentner A. The challenges of using ranks to estimate sales[J]. Journal of Economics & Management Strategy， 2024， 33（1）：3-24 [20]Huang J， Chen Y. Herding in online product choice[J]. Psychology & Marketing， 2006， 23（5）： 413-428 [22]Ameri M， Honka E， Xie Y. Word-of-mouth， observational learning， and product adoption ： Evidence from an anime platform[J]. Soc Sci Elect Pub， 2016 ：1-54 [24]Zhou J， Xu R， Jiang C. Sales volume and online reviews in a sequential game[J]. Journal of the Operational Research Society， 2023， 74（10）：2277-2288 [25] 鲍金 . 全面建成小康社会的历史方位、重大意义及现代化指向 [J]. 上海交通大学学报（哲学社会科学版）， 2023， 31（8）：36-46 [26] 柳斌杰 . 中国出版业的担当与作为 [J]. 现代出版， 2017， 2 ：5-9 [27] 邹积凯 . 图书数字化精准营销的五大关注点 [J]. 科技与出版， 2021， 9 ：103-106 [28][42][47]Chen K， Zhang W， Jiang P. Ratings or sales? The neural and psychological processes of online experience product purchase ： Evidence from a sample of Chinese university students[J]. Behavioral Sciences， 2022， 12（12）：499 [30][36] 潘煜，万岩，陈国青，等 . 神经信息系统研究：现状与展望 [J]. 管理科学学报， 2018， 21（5）：1-21 [31] 卢超，吕文霞，蒋璐，等 . 基于改进 UTAUT 模型的责任式创新公众接受度研究 : 以智能网联汽车为例 [J]. 科学学与科学技术管理， 2023， 44（06）：86-100 [32] 施卓敏，张珊 . 神经营销 ERP 研究综述与展望 [J]. 管理世界， 2022， 38（04）： 226-240 [33]Xiao L， Wang F， Wang S， et al. How do review party’ s identity cues inﬂuence consumers’ online review adoption intention?[J]. Frontiers in Psychology， 2022， 13 ：865877 [34] 诸廉 . 认知神经科学在数字阅读研究中的应用与展望 [J]. 出版科学， 2021， 29（3）：92-101 [35] 袁小群，刘叶萍 . 基于神经信息学的出版内容传输路径研究 [J]. 出版发行研究， 2020， 8 ：39-44 [37] 陈祥兵，孙玉志 . 顾客参与对网络新产品扩散影响的实证检验 [J]. 商业经济研究， 2015， 30 ：68-70 [38] 戴世富，韩晓丹 . 社交化背景下口碑营销在出版社品牌形象塑造中的应用 [J]. 中国出版， 2015， 15 ：57-60

[39][55][61]Wang Q， Meng L， Liu M， et al. How do social-based cues inﬂuence consumers’ online
purchase decisions? An event-related potential study[J]. Electronic Commerce Research， 2016，
16 ：1-26
[40]Ma Q， Pei G， Wang K. Influence of negative emotion on the framing effect ： Evidence from
event-related potentials[J]. Neuroreport， 2015， 26（6）：325-332
[41]Shang Q， Pei G， Jin J. My friends have a word for It ： Event-related potentials evidence of how
social risk inhibits purchase intention[J]. Neuroscience Letters， 2017， 643 ：70-75
[43] 张卓 . 企业官方微博的沟通策略、议题设置与负面口碑管理 [J]. 企业经济， 2023， 42（06）：42-52
[45] 孙香杰，彭兴，孙晗，等 . 事件相关电位在阿尔茨海默疾病谱中的应用 [J]. 中国健康心理学杂志， 2022， 30
（12）：1916-1920
[46]Zhang W， Jin J， Wang A， et al. Consumers’ implicit motivation of purchasing luxury brands ： An
EEG study[J]. Psychology Research and Behavior Management， 2019 ：913-929
[48]Sun L， Zhao Y， Ling B. The joint influence of online rating and product price on purchase
decision ： An EEG study[J]. Psychology Research and Behavior Management， 2020， 13 ：291-301
[50]Wang X， Ma Q， Wang C. N400 as an index of uncontrolled categorization processing in brand
extension[J]. Neuroscience Letters， 2012， 525（1）：76-81
[51]Shen Y， Shan W， Luan J. Influence of aggregated ratings on purchase decisions ： An eventrelated
potential study[J]. European Journal of Marketing， 2018， 52（1/2）：147-158
[52]Wang， J.， Wang， A.， Zhu， L.， & Wang， H.（ 2021）. The effect of product image dynamism on
purchase intention for online aquatic product shopping ： An eeg study[J]. Psychology Research
and Behavior Management， 759-768
[53]Kao C， Rao Hill S， Troshani I. Effects of cue congruence and perceived cue authenticity in online
group buying[J]. Internet Research， 2020， 30（3）：945-970
[54] 解登峰，温江妮，宫兆阳 .“ 互联网 +”背景下馆配服务 O2O 模式发展路径研究 [J]. 出版发行研究， 2019，
11 ：81-85
[56]Juliana， Pramono R， Djakasaputra A， et al. Observational learning and word of mouth against
consumer online purchase decision during the pandemic COVID-19[J]. Systematic Reviews in
Pharmacy， 2020， 11 ：751-758
[58] 隗静秋 . 新消费时代下图书营销：情感链接、价值输出与品牌塑造 [J]. 编辑之友， 2022， 8 ：55-61
[59]Hazari S， Bergiel B， Sethna B. Hedonic and utilitarian use of user-generated content on online
shopping websites[J]. Journal of Marketing Communications， 2017， 23（6）：572-591
[60]Purohit D， Srivastava J. Effect of manufacturer reputation， retailer reputation， and product
warranty on consumer judgments of product quality ： A cue diagnosticity framework[J]. Journal of
Consumer Psychology， 2001， 10（3）：123-134

Online Book Purchasing Decision from a Neuroscience Perspective

PDF

Knowledge

Abstract

Cite this article

share this article

References

Related Articles 15

Recommended Articles 0

Metrics

Comments

[1]	Yu Laihui Chen Yulian. Analysis of Themes and Methods of Master’ s Degree Theses of Publishing in China ：A Mixed Method Study” [J]. Publishing Journal, 2024, 32(2): 93-.
[2]	Huang Xianrong Yan Beibei. Study on the Socialization of Publishing Public Services in China [J]. Publishing Journal, 2024, 32(1): 5-.
[3]	Duan Lechuan. Epistemological Reflection on the Concept of Editing—Focusing on the Discussion of the Concept of “Two Kinds of Editing” [J]. Publishing Journal, 2024, 32(1): 12-.
[4]	Zhang Chao Yang Ningwei. Hubei Academic Publication Fund ：10 Years’ Retrospect and Prospect [J]. Publishing Journal, 2023, 31(6): 11-.
[5]	Zeng Wei. Sound Publishing: Concept, History and Prospect [J]. Publishing Journal, 2023, 31(5): 14-.
[6]	Wang Yanlong Wang Zimu. Summon， Assimilation and Differentiation ： a Study on the Mediated Labor Process of Book Bloggers [J]. Publishing Journal, 2023, 31(4): 60-.
[7]	Zhang Yao Yang Zhongyang. Sense and Sensibility ： Reflections on the Development of Physical Bookstores in China [J]. Publishing Journal, 2023, 31(3): 67-.
[8]	Wu Guang. Research on Business Model Innovation Path for the Village Bookstore in the New Era [J]. Publishing Journal, 2023, 31(3): 79-.
[9]	Hu Hongchao. The Dynamic Causes and Governance Suggestions of False Information on Social Media ：From the Perspective of Actor Network Theory [J]. Publishing Journal, 2023, 31(2): 61-.
[10]	Zhan Lijuan Sun Xuhao Wang Xiaozui. Research on the Current Situation and Improvement Strategies of Chinese Scientific Journals on Sina Weibo [J]. Publishing Journal, 2023, 31(2): 70-.
[11]	Chu Jingli Yan Qun. Key Points Analysis on Intensive Development of STM Journals in China [J]. Publishing Journal, 2023, 31(1): 66-.
[12]	Song Xuefei Li Ling Liu Hao. The Integration Development Path of Academic Journal Publishing ： Construction of Collaborative Innovation Platform based on Blockchain Technology [J]. Publishing Journal, 2023, 31(1): 72-.
[13]	Cheng Bing Wang Shaowen Wu Lei. The Promotion of Excellent Traditional Chinese Culture from the Perspective of Publishing ：Taking the National Audiobooks Publishing Project as an Example [J]. Publishing Journal, 2022, 30(6): 70-.
[14]	Yang Xue. New Media Strategic Research of Scientific Journal of Atmosphere Science ： Take Climate Change Research journal as an example [J]. Publishing Journal, 2022, 30(5): 68-.
[15]	Wei Xiaojing. Discussion on the Measures to Improve the Dissemination-force of Scientific Instrument Periodical by using Online First Publishing ：Take China Rural Water and Hydropower as an example [J]. Publishing Journal, 2022, 30(5): 75-.