Decision-making Neural Mechanism of Online Purchase Intention through Two Clues—Price and Seller’s Reputation Based on Brain Evoked Potential Analysis

摘要

In order to study the decision-making neural mechanism of online purchase intention of price and seller’s reputation, especially to systematically study the differences in the influencing mechanism of different product prices and seller’s reputation, this paper adopts the cognitive neuroscience method of ERP experiment and designs the ERP experiment through the simplification and simulation of the online shopping environment so as to explore the decision-making neural mechanism of the online purchase intention of price and seller’s reputation. The results show that in the face of different combinations of price and seller’s reputation, consumer’s process of making shopping decisions is the process of brain activity information processing and corresponding cognitive processing. The process can be divided into different cognitive stages, including decision-making risk cognition, decision conflict cognition and the classification of decision-making valence evaluation. In different cognitive stages, different key Brain evoked potential components will be evoked corresponding to N2, N400, LPP, etc. The differences in different degrees of involvement products are mainly reflected in the different clues stimulating corresponding Brain evoked potential components.