博碩士論文 etd-0803116-202527 詳細資訊

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姓名 陳律文(Lu-Wen Chen) 電子郵件信箱 E-mail 資料不公開
畢業系所 資訊管理學系研究所(Information Management)
畢業學位 碩士(Master) 畢業時期 104學年第2學期
論文名稱(中) 電子商務中商品推薦效果的腦神經科學研究
論文名稱(英) A Neural Science Study on the Effect of Product Recommendation in Electronic Commerce
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    紙本論文:2 年後公開 (2018-09-03 公開)

    電子論文:使用者自訂權限:校內 2 年後、校外 2 年後公開

    論文語文/頁數 中文/87
    統計 本論文已被瀏覽 5383 次,被下載 378 次
    摘要(中) 隨著近日電子商務的蓬勃發展,消費者所面臨的不再是資訊量的不足,而是資訊的超載。因此,為了解決這樣的困境,有學者提出推薦系統來降低消費者的搜尋成本。目前,推薦系統已成為網路商店帶給消費者良好購物體驗不可或缺的功能。
    摘要(英) The rapid development of e-commerce, the problem facing consumers is not insufficient information but information overload. Therefore, recommendation systems have been used to reduce the search cost and they have become an essential function for most websites to enhance consumer’s shopping experience.
    Many previous studies have investigated the effect of product recommendation with the goal of finding factors that influence consumer’s attitude and purchase intention. However, most of them used traditional questionnaires to measure collect subjective data, which may be biased and subject to the common method bias. The purpose of this study is to collect objective physiological responses of the subjects using electroencephalogram (EEG) and eye-tracking techniques and compare the result with behavioral data collected from questionnaires.
    We further used the neural science data to examine the elimination likelihood data for exploring possible mechanisms in the decision process. Our findings indicate that product type and consumer’s interest will affect the attitude toward the product in the behavioral study. Consumer’s attention levels vary in different product types and consumer’s interest levels based on the EEG and fixation times observed from the eye-tracker.
  • 眼動研究
  • 腦波研究
  • 神經資訊系統
  • 推薦系統
  • 關鍵字(英)
  • Brainwave
  • Electroencephalogram (EEG)
  • Eyetracking
  • Recommendation systems
  • Neural information systems
  • 論文目次 電子商務中商品推薦效果的腦神經科學研究+2
    第一章 緒論+7
    第一節 研究背景+7
    第二節 研究動機與目的+8
    第三節 研究流程 +9
    第二章 文獻探討 +11
    第一節 推薦系統 +11
    第二節 消費者態度的形成與改變+16
    第三節 腦波與神經資訊學+19
    第四節 眼球運動與注意力+25
    第三章 研究架構與方法+27
    第一節 研究架構 +27
    第二節 研究假說 +29
    第三節 變數的操作型定義與測量+34
    第四節 實驗設計 +38
    第四章 資料分析與討論+44
    第一節 樣本基本資料描述+44
    第二節 信效度分析+47
    第三節 腦波與眼動資料分析+49
    第四節 敘述統計分析+50
    第五節 假說檢定的討論+52
    第五章 結論與建議+65
    第一節 研究結論 +65
    第二節 研究貢獻 +67
    第三節 研究限制與未來建議+68
    附錄一 受測者基本資料調查問卷+76
    附錄二 態度與購買意圖調查問卷+77
    附錄三 消費者對於網路商品的認知(前測一問卷)+78
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  • 邱兆民 - 召集委員
  • 許佳龍 - 委員
  • 梁定澎 - 指導教授
  • 口試日期 2016-07-26 繳交日期 2016-09-03

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