DOI: 10.14704/nq.2018.16.6.1676

Cognitive Mechanism and Behavioral Law of Trust among Cooperative Innovation Partners in Small and Medium-sized Enterprises Based on Event Related Potentials

Zhilong Xu, Shuai Zhai


To study the cognitive mechanism and behavioral law of trust among cooperative innovation partners in small and medium-sized enterprises based on ERP. Based on the economic environment, reputation and interpersonal relationship, when factors change, the investment decision behavior of decision-makers and the cognitive process of information stimulus are investigated. When decision makers are faced with positive information stimulus, the difference in individual risk preference is significant in the P3 amplitude, indicating that the difference in individual risk preference has a low impact on the decision-making attitude caused by positive information. Both high-risk seekers and low-risk seekers expect high investment and believe that there will be high returns. Both experimental data and EEG data show that the behavior of collaborators in the process of cooperation exerts an impact on the trust and investment behavior of investment decision makers.


Cooperative Innovation Partners in Small and Medium-sized Enterprises, Cognitive Mechanism and Behavioral Law, Research

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