支付方式对产品偏好的事件相关电位研究

doi:10.3969/j.issn.0258-8021.2019.03.004

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Abstract In order to explore the influence of the ways for payment on product purchasing preference and its brain neural mechanisms, event-related potential (ERP) experiments with two-factor internal design, 2 (product type: hedonic products and practical products)×2 (payment methods: cash payment and non-cash payment), were used based on mental accounting theory. Participants were asked to make purchasing choices under four different experimental scenarios. And the neurophysiological processes were recorded at the same time for consumption choice. The results showed that in early cognitive stage, when the consumers were stimulated by practical products and hedonic products, they automatically allocated more attention to hedonic products than that to practical products and caused more volatile P2 components ((5.809±0.811)μV vs (4.878±0.944)μV , P<0.05); In cognitive process stage, when the consumers faced different payments, it was easy to create conflicts of decision-making, increasing the difficulty of decision-making, cash payments caused less volatile P3 component than that for non-cash payments ((3.267±0.907)μV vs (3.913±0.833)μV, P<0.05). In cognitive decision-making stage, when consumers paid for hedonic products, pain of payment and guilt of shopping resulted in more volatile LPP components compared with that for paying practical products in cash((3.825±0.843)μV vs (2.929±0.769)μV, P<0.05). And when consumers paid for hedonic products, pleasure of payments and shopping triggered strong emotional arousal resulted in more volatile LPP components compared with that for paying practical products in non-cash ((3.375±0.887)μV vs (2.030±0.768)μV, P<0.05).Therefore, consumers preferred practical products when using cash payments and hedonic products when using non-cash payments. Analysis from brain electrophysiological perspective has importance for consumers, merchants and payment institutions.

Key words： payment mechanisms product preferences event-related potential (ERP) brain neural mechanisms

Received: 06 August 2018

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R318

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	Articles by authors
	Song Zhijie
	Zhang Liping
	Wang Dandan
	Li Tianjiao
	Shi Rui

Cite this article:

Song Zhijie,Zhang Liping,Wang Dandan, et al. Research on ERP for the Ways of Payment on Consumer Product Preferences[J]. Chinese Journal of Biomedical Engineering, 2019, 38(3): 281-290.

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http://cjbme.csbme.org/EN/10.3969/j.issn.0258-8021.2019.03.004 OR http://cjbme.csbme.org/EN/Y2019/V38/I3/281

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