臺灣博碩士論文加值系統

電子商務中，消費者通常必須在有限的資訊下做決策。因此，產品資訊呈現的方式便成為一個重要的議題。人們會因為情境、問題和訊息的被陳述與呈現方式不同，而影響最後的選擇，這種現象便稱為框架效應（framing effect）（Tversky ＆ Kahneman, 1981）。知覺風險是消費者在制定決策時，所知覺到對結果的可能損失，也是一種對於多種選擇的不確定性所產生的感受。
本研究目的在結合決策科學與腦神經科學，使用fMRI技術探討消費者決策行為，利用一般框架、正面框架與負面框架描述一件商品時，消費者會經過個人的知覺風險去決定是否購買其商品，再觀察消費者的腦部神經元活動在一般框架、正面框架與負面框架的描述下腦部神經元活躍的區域為那些。本研究最終可取得消費者決策行為相關腦區之影像，了解腦部某些區域的神經活動和決策行為之間的關係。
本研究的結果發現，當參與者感受一般框架轉變為負面框架時，左側腦島(Insula)及右側腦島(Insula)皆產生正向活化的反應，此外枕葉(Occipital Lobe)、背外側前額葉皮層(Dorsolateral prefrontal cortex , DLPFC)、前扣帶皮層(Anterior cingulate cortex, ACC)也有顯著的活化產生。當商品描述從正面框架轉變為負面框架時，參與者的腦島(Insula)、中央前迴(Precentral Gyrus)、額下迴(Inferior Frontal Gyrus)， 皆有顯著的反應。

In electronic commerce, consumers make decisions based on limited information. Thus, it is important to present information that can influence buyer decisions that in turn favors Net-enabled organizations. Realistic situations, problems, and message descriptions or presentation methods may ultimately affect consumer choices. This is the so-called framing effect (Tversky ＆ Kahnesman, 1981). Perceived risk is a consumer’s perception of a possible loss incurred from a trade made under some types of uncertainties.
The purpose of this study is to combine decision science and neuroscience using the fMRI technology to explore consumer decision-making behavior through describing a controversial product with a general frame, positive frame and negative frame. Consumers process a personal perceived risk in order to decide whether to buy specific goods. Within these three frames, the neuronal activity in the brain of consumers is then observed. In this study, ultimately, the image of consumer decision-making behavior as related to brain areas could be obtained in order to understand the relationship between neural activity and decision-making behavior.
The results of this study indicated that when participants felt a general frame move into a negative frame, the left insula and right brain island were activated to produce a positive reaction. In addition, the occipital lobe, dorsolateral prefrontal cortex (DLPFC) and the anterior cingulate cortex (ACC) also exhibited significant activation. When the commodity description changed from the positive to negative frame the participants’ insula, precentral Gyrus, and inferior frontal gyrus exhibited significant responses.

Chapter 1 Introduction 1
1.1 Background and Motivation 1
1.2 Research Purposes 6
1.3 Research Process 7
1.4 Research Scope and Limitations 8
Chapter 2 Literature Review 10
2.1 Applications of fMRI related to consumer behavior 10
2.2 Related Applications of fMRI and Perceived Risk 19
2.3 Related Applications of fMRI and the Framing Effect 24
2.4 Related Applications of fMRI and Ethical and Behavior Decisions 28
Chapter 3 Methodology 36
3.1 Research Model 36
3.2 Research Participants 37
3.3 Experimental Situation and Tools 37
3.4 Experimental Procedure 42
3.5 Data collection methods 43
3.6 fMRI analysis method 44
3.7 Interview 44
Chapter 4 Data Analysis 46
4.1 Study participants 46
4.2 Survey analysis 46
4.2.2 Study variables for descriptive statistics 47
4.2.3 Homogeneity test 49
4.2.4 Reliability analysis 50
4.3 Analysis of fMRI data 53
4.3.1 General framework and negative framework 53
4.3.2 Transition from the positive framework into the negative framework 57
4.4 Interview analysis 62
4.4.1 Risk perception in the context of this study 63
4.4.2 Why some participants chose to buy products described under a negative framework 64
Chapter 5 Conclusion 66
5.1 Discussion 66
5.1.1 General framework 66
5.1.2 Negative framework 66
5.1.3 Positive framework 66
5.1.4 Transition from the general framework into the negative framework 67
5.1.5 Transition from the positive framework into the negative framework 67
5.2 Research contributions 69
5.2.1 Academic Contribution 69
5.2.2 Practical contributions 71
5.3 Study limitations and future research 73
Reference 74
Appendix 1 Safety checklist 81
Appendix 2 Subjects Consent 82
Appendix 3 Videos, pictures consent 88
Appendix 4 Survey 90

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