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

研究成果: Conference contribution

摘要

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.

原文English
主出版物標題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
編輯Hirohiko Mori, Sakae Yamamoto
發行者Springer Verlag
頁面83-97
頁數15
ISBN(列印)9783319920450
DOIs
出版狀態Published - 2018 一月 1
事件20th International Conference on Human Interface and the Management of Information, HIMI 2018 Held as Part of HCI International 2018 - Las Vegas, United States
持續時間: 2018 七月 152018 七月 20

出版系列

名字Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)
10905 LNCS
ISSN(列印)0302-9743
ISSN(電子)1611-3349

Other

Other20th International Conference on Human Interface and the Management of Information, HIMI 2018 Held as Part of HCI International 2018
國家United States
城市Las Vegas
期間18-07-1518-07-20

指紋

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)

引用此文

Hsieh, P-H. (2018). The Importance of Online Transaction Textual Labels for Making a Purchasing Decision – An Experimental Study of Consumers’ Brainwaves. 於 H. Mori, & S. Yamamoto (編輯), 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 (頁 83-97). (Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics); 卷 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. 編輯 / Hirohiko Mori ; Sakae Yamamoto. Springer Verlag, 2018. 頁 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. 於 H Mori & S Yamamoto (編輯), 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), 卷 10905 LNCS, Springer Verlag, 頁 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. 編輯 / 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); 卷 10905 LNCS).

研究成果: Conference 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. 於 Mori H, Yamamoto S, 編輯, 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