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

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 Jan 1
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

Fingerprint

Purchasing
Transactions
Labels
Experimental Study
Scenarios
Decision making
Feedback
Electroencephalography
Design of experiments
Decision Making
Auctions
Experimental design
Reward
Data analysis
Experiments
Engineering
Software
Experiment

All Science Journal Classification (ASJC) codes

  • Theoretical Computer Science
  • Computer Science(all)

Cite this

Hsieh, P-H. (2018). The Importance of Online Transaction Textual Labels for Making a Purchasing Decision – An Experimental Study of Consumers’ Brainwaves. In H. Mori, & S. Yamamoto (Eds.), 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 (pp. 83-97). (Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics); Vol. 10905 LNCS). Springer Verlag. https://doi.org/10.1007/978-3-319-92046-7_8
Hsieh, Pei-Hsuan. / The Importance of Online Transaction Textual Labels for Making a Purchasing Decision – An Experimental Study of Consumers’ Brainwaves. 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. editor / Hirohiko Mori ; Sakae Yamamoto. Springer Verlag, 2018. pp. 83-97 (Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)).
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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.",
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Hsieh, P-H 2018, The Importance of Online Transaction Textual Labels for Making a Purchasing Decision – An Experimental Study of Consumers’ Brainwaves. in H Mori & S Yamamoto (eds), 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. Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics), vol. 10905 LNCS, Springer Verlag, pp. 83-97, 20th International Conference on Human Interface and the Management of Information, HIMI 2018 Held as Part of HCI International 2018, Las Vegas, United States, 18-07-15. https://doi.org/10.1007/978-3-319-92046-7_8

The Importance of Online Transaction Textual Labels for Making a Purchasing Decision – An Experimental Study of Consumers’ Brainwaves. / Hsieh, Pei-Hsuan.

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. ed. / Hirohiko Mori; Sakae Yamamoto. Springer Verlag, 2018. p. 83-97 (Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics); Vol. 10905 LNCS).

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

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Hsieh P-H. The Importance of Online Transaction Textual Labels for Making a Purchasing Decision – An Experimental Study of Consumers’ Brainwaves. In Mori H, Yamamoto S, editors, 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. Springer Verlag. 2018. p. 83-97. (Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)). https://doi.org/10.1007/978-3-319-92046-7_8