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Interacting like humans? Understanding the effect and psychophysiological processes of anthropomorphism on consumer's willingness to pay in online auctions.

机译:像人类一样互动?了解拟人化对消费者在网上拍卖中支付意愿的影响和心理生理过程。

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摘要

Individuals' bidding behavior in online auctions has been the subject of research in Information System. Most research has used the lens of a rational decision making process to explain individuals' bidding behavior. However, bidding behavior is also influenced by non-rational factors. Anthropomorphism, attributing human characteristics to a non-human object, has been the research topic of many disciplines, such as sociology, psychology, and computer science, but has not been investigated in the area of electronic commerce. This dissertation proposal aims to 1) Identify whether auditory and/or visual design factors on a non-human product would induce anthropomorphism and impact individuals' bidding decision; 2) understand the rational and emotional processes underlying anthropomorphism affecting bidding decision. I conducted two studies to answer the research questions. In Study 1, I used behavioral experiment method to test two different paths through which design factors would impact bidding decision. Results show that visual design directly impact bidding decision while the impact of auditory design is mediated through perceived functional value. To further open the black box of rational and non-rational processes underlying the bidding task, I conducted another experiment using psychophysiological and neurophysiological method, electroencephalography (EEG), facial electromyography (EMG), and skin conductance specifically, to directly observe the physical responses during the bidding task. Results show that the impact of emotion wears off within 20 seconds after the stimulus. Different areas of brain in the frontal lobe of the brain were activated between bidding for anthropomorphized products and regular product. This dissertation opens a new conversion on the research of anthropomorphism in the area of Information System. It creates a more holistic understanding of the impact of anthropomorphism on individuals' behaviors for future research.
机译:在线拍卖中的个人出价行为一直是信息系统研究的主题。大多数研究都使用理性决策过程的镜头来解释个人的竞标行为。但是,投标行为也受非理性因素的影响。将人类特征归因于非人类对象的拟人化已成为许多学科(例如社会学,心理学和计算机科学)的研究主题,但尚未在电子商务领域进行研究。本论文的目的是:1)确定非人类产品的听觉和/或视觉设计因素是否会引起拟人化并影响个人的竞标决定; 2)了解影响投标决策的拟人化背后的理性和情感过程。我进行了两项研究以回答研究问题。在研究1中,我使用行为实验方法来测试两条不同的路径,通过这些路径设计因素会影响投标决策。结果表明,视觉设计直接影响投标决策,而听觉设计的影响则通过感知的功能价值来调节。为了进一步打开招标任务的理性和非理性过程的黑匣子,我进行了另一项实验,使用心理生理学和神经生理学方法,脑电图(EEG),面部肌电图(EMG)和皮肤电导,以直接观察身体反应在投标任务中。结果表明,情绪的影响在刺激后20秒内消失。在拟人化产品竞标和常规产品竞标之间,大脑额叶的不同区域被激活。本文为信息系统领域的拟人研究开辟了新的途径。它为拟人化对个人行为的影响提供了更全面的了解,以备将来研究之用。

著录项

  • 作者

    Yuan, Lingyao.;

  • 作者单位

    Indiana University.;

  • 授予单位 Indiana University.;
  • 学科 Business administration.;Information science.;Information technology.
  • 学位 Ph.D.
  • 年度 2015
  • 页码 158 p.
  • 总页数 158
  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类
  • 关键词

  • 入库时间 2022-08-17 11:52:53

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