[[alternative]]Examining the antecedents of consumer cognitive processing and its effect on purchase intention

碩士[[abstract]]顧客面臨多重線索時如何評估商品的實際品質？本研究探討了網站商品的不同商品資訊線索的影響方式，以及認知處理的前置因子（包含專注度、風險，正面/負面情緒）如何影響顧客認知處理和購買意圖之間的關係。因此，實驗目的在測試外在線索(包含銷售量、評價和語言)對顧客購買意圖的影響。本研究使用腦電圖(EEG, electroencephalogram)來測量神經生理狀態，主要分析顧客在外部產品資訊線索如何影響顧客的決策制定。透過前額葉腦電圖(EEG, electroencephalogram)了解顧客情緒不對稱及顧客的狀態。我們進一步透過實證研究調查商品內含的各種外部線索(包含銷售量、評價和語言)擬定不同實驗情境，藉此了解認知處理的前置因子（包含專注度、風險，正面/負面情緒）對顧客認知處理和購買意圖之影響。我們最終收集160個有效樣本並提供了研究模型有力的支持。期望本研究結果對未來研究者以及網頁設計者有所貢獻。[[abstract]]How do customers assess product quality when confronted with multiple cues? This study examines the dissimilar use of product information cues in product evaluations of Web sites and how to affecton the relationships among the antecedents of consumer cognition (concentration and risk), cognitive processing, and purchasing intention. Therefore, experiments were designed to test the effects of extrinsic cues—ranking and sales—on customers’ purchase intention. First, the study used an electrophysiological monitoring method to measure neurophysiological states while customers assess the diagnosticity of cue usage in decision making. We applied the frontal lobe of the brainwave data to explore whether these extrinsic product cues impact on the consumer''s frontal EEG (electroencephalogram) asymmetry and the behavioral activation. Next, it strived to investigate empirically the effects of emotional frontal asymmetries in various product cue contexts on the antecedents of consumer cognition (concentration and risk), cognitive processing, and purchasing intention. Data collected from 160 customers provide strong support for the research model. The implications of the findings are discussed along with directions for future research.[[tableofcontents]]目錄 第一章緒論........................................................................................................................................1 1.1.研究動機與背景.......................................................................................................................1 1.2.研究目的...................................................................................................................................3 1.3.研究流程...................................................................................................................................4 第二章文獻探討................................................................................................................................5 2.1.線索利用理論（Cue Utilization Theory）............................................................................5 2.2.腦波與情緒前額葉不對稱(EEG and emotional frontal asymmetry)...................................5 2.3.正面情緒與負面情緒(Positive Emotion & Negative Emotion)...................................6 2.4.專注度(Concentration)..............................................................................................................7 2.5.風險(Risk).................................................................................................................................7 2.6.認知處理（Cognitive Processing）........................................................................................8 2.7.購買意圖(Purchase Intention)..................................................................................................8 第三章研究方法............................................................................................................................10 研究模式.................................................................................................................................10 3.1. 實驗設計..................................................................................................................................11 3.2. 3.2.1.線上網頁設計的分類架構.................................................................................................11 3.2.2.實驗流程設計....................................................................................................................16 3.2.3.實驗對象............................................................................................................................17 研究設計.................................................................................................................................17 3.3. 3.3.1.EEG實驗與測量方法.......................................................................................................17 研究分析之研究假說.............................................................................................................18 3.4. 3.4.1. 認知處理對購買意圖之影響............................................................................................18 3.4.2. 顧客的專注度對認知處理的影響....................................................................................19 3.4.3.顧客的風險對認知處理的影響........................................................................................19 問卷設計與變數測量.............................................................................................................20 3.5. 3.5.1.研究問卷............................................................................................................................20 3.5.2.問卷題項............................................................................................................................20 3.5.3.問卷前測與試測................................................................................................................21 第四章資料分析與結果....................................................................................................................22 4.1樣本結構描述....................................................................................................................................22 4.2 EEG資料分析...................................................................................................................................26 4.2.1產品資訊線索之情緒腦波比較............................................................................................26 4.2.2不同情境之腦波頻率分析....................................................................................................28 4.3實證研究資料分析............................................................................................................................30 4.4模型假說與檢定................................................................................................................................30 4.4.1量測模型分析........................................................................................................................30 4.4.2結構模型分析........................................................................................................................35 第五章結論與建議..........................................................................................................................43 5.1研究結果與討論................................................................................................................................43 5.2理論意涵............................................................................................................................................46 5.3實務意涵............................................................................................................................................47 5.4研究限制與建議................................................................................................................................48 參考文獻..............................................................................................................................................49 附錄研究問卷之問項..........................................................................................................................59 表目錄 表3-1：實驗情境之設計...................................................................................................................13 表3-2：專注度之衡量問項...............................................................................................................20 表3-3：風險之衡量問項...................................................................................................................21 表3-4：購買意圖之衡量問項...........................................................................................................21 表4-1：受測者之一般性統計圖表-1(N=160)..................................................................................24 表4-2：受測者之一般性統計圖表-2(N=160)..................................................................................25 表4-3：簡體中文網站與四種產品資訊情境的ANOVA分析.......................................................26 表4-4：英語網站與四種產品資訊情境的ANOVA分析...............................................................27 表4-5：信效度評估：兩種不同語言網站在四種情境各構面敘述性統計...................................31 表4-6：兩種不同語言網站在四種情境之各構面間之先相關係數與AVE值的平方根值..........32 表4-7：高評價高銷售( HR/HS)之PLS驗證性因素分析與各指標交叉負荷量值.......................33 表4-8：高評價低銷售( HR/LS)之PLS驗證性因素分析與各指標交叉負荷量值.......................33 表4-9：低評價高銷售(LR/HS)之PLS驗證性因素分析與各指標交叉負荷量值........................34 表4-10：低評價低銷售(LR/LS)之PLS驗證性因素分析與各指標交叉負荷量值.......................34 表4-11：本研究之假說與驗證結果(簡體中文網站).......................................................................41 表4-12：本研究之假說與驗證結果(英語網站)...............................................................................42 圖目錄 圖1-1：研究流程.................................................................................................................................4 圖3-1：研究模型...............................................................................................................................10 圖3-2：產品資訊線索之維度線上購物網分類立方圖...................................................................12 圖3-2：簡體中文的購物畫面-1........................................................................................................14 圖3-3：簡體中文的購物畫面-2........................................................................................................14 圖3-4：英文的購物網站畫面-1........................................................................................................15 圖3-5：英文的購物網站畫面-2........................................................................................................15 圖3-6：實驗流程...............................................................................................................................16 圖3-7：Emotiv EEG 14個偵測頻道圖.............................................................................................18 圖4-1：不同語言網站之頻譜分析結果...........................................................................................29 圖4-2：SEM主要效果模型(簡體中文網站高評價高銷售)...........................................................36 圖4-3：SEM主要效果模型(簡體中文網站高評價低銷售)...........................................................36 圖4-4：SEM主要效果模型(簡體中文網站低評價高銷售)...........................................................37 圖4-5：SEM主要效果模型(簡體中文網站低評價低銷售)...........................................................37 圖4-6：SEM主要效果模型(英語網站中高評價高銷售)...............................................................39 圖4-7：SEM主要效果模型(英語網站中高評價低銷售)...............................................................39 圖4-8：SEM主要效果模型(英語網站中低評價高銷售)...............................................................40 圖4-9：SEM主要效果模型(英語網站中低評價低銷售)...............................................................40[[note]]學號: 604630201, 學年度: 10