TY - GEN
T1 - The Importance of Online Transaction Textual Labels for Making a Purchasing Decision – An Experimental Study of Consumers’ Brainwaves
AU - Hsieh, Pei Hsuan
N1 - Funding Information:
Acknowledgment. This research project was supported in part by Prof. Chia-Liang Tsai’s EEG Research Lab and the Ministry of Science and Technology (MOST) of Taiwan. I appreciated one of my advisees, Felix Fan Chen, who took a lot of efforts on adopting EEG methods in this research. The students, Li-Chi Hsu, Chia-Chieh Chou, Yu-Yang Chen, Chi-Yu Lin, and Cheng-Han Hsieh, who helped collect data as well as run data analyses to fulfill the graduation requirements were also appreciated.
Publisher Copyright:
© Springer International Publishing AG, part of Springer Nature 2018.
PY - 2018
Y1 - 2018
N2 - 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.
AB - 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.
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U2 - 10.1007/978-3-319-92046-7_8
DO - 10.1007/978-3-319-92046-7_8
M3 - Conference contribution
AN - SCOPUS:85050390524
SN - 9783319920450
T3 - Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)
SP - 83
EP - 97
BT - Human Interface and the Management of Information. Information in Applications and Services - 20th International Conference, HIMI 2018, Held as Part of HCI International 2018, Proceedings
A2 - Mori, Hirohiko
A2 - Yamamoto, Sakae
PB - Springer Verlag
T2 - 20th International Conference on Human Interface and the Management of Information, HIMI 2018 Held as Part of HCI International 2018
Y2 - 15 July 2018 through 20 July 2018
ER -