网站质量影响消费者在线购买决策的行为规律和神经机制研究

项目名称： 网站质量影响消费者在线购买决策的行为规律和神经机制研究

项目编号： No.71302122

项目类型： 青年科学基金项目

立项/批准年度： 2014

项目学科： 管理科学

项目作者： 叶许红

作者单位： 浙江工业大学

项目金额： 22万元

中文摘要： 网站是消费者在线购买决策的入口和通道。买卖双方信息不对称使得消费者在网购中面临产品不确定性和卖家不确定性。网站质量是卖家传达其产品质量和卖家质量的强大信号，以减少不确定性并促进购买行为。本项目紧扣"网站质量如何影响消费者网购决策"基础科学问题，综合应用神经生理工具并结合实证研究方法，从外在行为规律和内在神经机制两个层面，研究和揭示网站质量信号对消费者在线购买决策的影响作用。（1）运用问卷调查和个人访谈方法研究不同网站/店铺信号框架下消费者的理性认知和情绪反应的规律以及两者对其后续购买决策的影响规律；（2）运用眼动追踪技术揭示消费者对网站质量关键信号的注意机制；（3）应用事件相关电位技术分析消费者网购决策的脑电数据，在神经响应层面揭示消费者对网站信号的认知加工特征。本研究是对新兴学科-神经信息系统研究的重要探索，具有重要学术价值。本研究网站质量优化方案能帮助商家改善页面质量，具有重要实践意义。

中文关键词： 网站质量；情绪；在线购买决策；产品信息特征；眼动追踪

英文摘要： Websites are the entrance and channel to consumers' online purchase decisions and behaviors. Information asymmetries of consumers and sellers may impede consumers' ability to effectively assess certeain types of products and sellers, which are called product uncertainty and seller uncertainty. Website quality - power signals - can be used by sellers to convey product quality and seller quality to consumers, reducing uncertainty and facilitating a purchase. This research propose a basic scientific problem how website quality influences consumers' purchase decisions. Neurophysiological tools and empirical research methods are used to discuss the behavioural effect and neural mechanism of website quality on consumers' online purchase decisions. The proposed research contents are presented within following three areas: (1)the methods of questionnaire survey and interview are used to study the effect of different types of website and online shops' signals on consumers' perceptions and emotions and subsequently, how the interactions influence consumers' online purchase intentions and behaviors. (2) Eye-tracking technology is applied to reveal consumers' visual attention mechanism of key signals on website quality. (3) The technology of event-related potential is used to analyse EEG of consumers' online purchase decisi

英文关键词： Website Quality；Emotion；Online Purchasing Decision；Product Information Characteristics；Eye Tracking