The Importance of Online Transaction Textual Labels for Making a Purchasing Decision – An Experimental Study of Consumers’ Brainwaves

Pei Hsuan Hsieh

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

The purpose of this study was to explore how different transaction risk scenarios on auction platforms can significantly and differently influence online consumers’ brainwaves. In this study, four scenarios (a 2 × 2 experimental design, i.e., one-two transaction products and with-without transaction labels) were developed. Twenty male participants (from engineering and liberal arts programs) assigned to view all four scenarios were recruited. In each scenario, the participants must determine whether they should make a transaction for purchasing products as accurately and quickly as possible. By using a 40-channel digital EEG amplifier with a cap, the participants’ purchasing decision-making responses were recorded and timed, and their brainwave data were detected and stored for data analysis afterwards. After the experiment, every participant received an appreciation reward worth about $10 USD. All the brainwave data were analyzed using the software SCAN 4.5. As a result, it was found that participants spent more time and were less accurate without textual transaction labels than with the labels regardless of purchasing one or two items. Specifically, the participants’ decision-making response efficiency and accuracy rate performed the worst in the scenario which did not offer any feedback for determining two transaction items. Also, when comparing the with-without textual feedback scenarios, the participants’ brainwaves were found to be different.

Original languageEnglish
Title of host publicationHuman Interface and the Management of Information. Information in Applications and Services - 20th International Conference, HIMI 2018, Held as Part of HCI International 2018, Proceedings
EditorsHirohiko Mori, Sakae Yamamoto
PublisherSpringer Verlag
Pages83-97
Number of pages15
ISBN (Print)9783319920450
DOIs
Publication statusPublished - 2018
Event20th International Conference on Human Interface and the Management of Information, HIMI 2018 Held as Part of HCI International 2018 - Las Vegas, United States
Duration: 2018 Jul 152018 Jul 20

Publication series

NameLecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)
Volume10905 LNCS
ISSN (Print)0302-9743
ISSN (Electronic)1611-3349

Other

Other20th International Conference on Human Interface and the Management of Information, HIMI 2018 Held as Part of HCI International 2018
CountryUnited States
CityLas Vegas
Period18-07-1518-07-20

All Science Journal Classification (ASJC) codes

  • Theoretical Computer Science
  • Computer Science(all)

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