DOI: 10.14704/nq.2018.16.5.1352

Impact of E-Commerce Evaluation Authenticity on Consumer Purchase Decision Based on Electroencephalogram Test Technology

Yang Qiu


Faced with e-commerce information in the era of information explosion, the consumers don’t have sufficient time and ability to screen the information, but the existing evaluation information can guide the consumers, therefore, the e-commerce evaluation is of great guiding significance for consumers' purchase decisions. Based on electroencephalogram (EEG) test technology, this paper simulates the consumers’ purchase decisions in the conditions with different authenticity. The experimental results show that the consumer's information evaluation can affect other consumer’s purchase decision, and the average response time and decision purchase rate of respondents to false evaluation are far less than to the real evaluation; the decision purchase rate in the condition of real evaluation is significantly higher than that under neutral evaluation and false evaluation. Besides, by the EEG analysis it is found that the three kinds of stimuli under P2 component have the significant main-effects, while no significant main-effect in the electrodes; under N2 component, the three stimuli and electrodes all have significant main-effects, and there exists a significant interaction-effect between stimuli type and the electrodes.


E-commerce Evaluation, Purchase Decision, EEG test Technology, Decision Purchase Rate

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