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研究生:黃瑜峰
研究生(外文):Yu-feng Huang
論文名稱:以神經生理角度探討情緒對網站評價之影響:事件關聯電位之研究
論文名稱(外文):A NEUROPHYSIOLOGICAL INVESTIGATION OF THE EFFECT OF EMOTION ON THE WEBSITE EVALUATION: AN EVENT-RELATED POTENTIAL STUDY
指導教授:郭峰淵郭峰淵引用關係
指導教授(外文):Feng-yang Kuo
學位類別:博士
校院名稱:國立中山大學
系所名稱:資訊管理學系研究所
學門:電算機學門
學類:電算機一般學類
論文種類:學術論文
論文出版年:2011
畢業學年度:99
語文別:英文
論文頁數:101
中文關鍵詞:腦波TAM事件關聯電位網站Web 2.0評價印象情緒
外文關鍵詞:WebsiteEvaluationImpressionWeb 2.0EmotionsERPEvent-related potentialTAM
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資訊系統研究經常探討人們對網站、apps、與資訊系統(websites, apps and information systems, WIS)的評價歷程。研究發現,人們對一特定WIS會進行有意識的推理(conscious reasoning),並形成有用性(perceived usefulness)與有趣性(perceived enjoyment)兩種獨立的評價面向,而這兩種面向能有效預測人們的系統使用行為。然而,WIS的消費化使得人們對WIS所投注的認知心力愈來愈小,因而使印象評價(evaluation by impression)更為重要。為理解印象評價的心智歷程,本研究根據社會神經科學(social neuroscience)文獻,並以情緒為主要切入點來發展假說。本研究採用事件關聯電位(event-related potential, ERP,一種腦波研究方法)來擷取心智歷程快速活動的資料。受測者參與兩個ERP實驗,在第一個實驗裡,24個受測者對新奇(novel)的網站標誌進行喜歡/不喜歡的評價,每個網站標誌只顯示200毫秒。ERP資料顯示,最晚在看到標誌後120毫秒,人們已能區分出喜歡或不喜歡的網站。在第二個實驗裡,18個受測者對新奇的網站進行有用性與有趣性評價,每個網站顯示1000毫秒。行為資料顯示,有用性與有趣性兩種面向具顯著相關,而ERP資料則顯示,有用性與有趣性的資訊處理均不可避免。這些發現顯示,WIS的印象評價與推理評價兩者的歷程並不相同。印象評價的特點是包含快速的情緒反應,而有用性與有趣性兩種評價面向並不獨立。
Literature has examined the cognitive processes that underlie user evaluation of target websites, apps and information systems (WIS). In general, the studies have found that the consciously reasoning evaluation of a specific WIS’ usefulness and enjoyment can effectively predict the usage that WIS. However, in the trend of consumerzing WIS, users are more likely than before to evaluate WIS by impression, meaning that users browse and appraise multiple novel WISs simultaneously and can pay little attention to each of them. To investigate the impression formation process, the current study develops hypotheses based on social neuroscience literature of emotional processing. This study further captures the transient process of impression formation with the event-related potential (ERP, or the brain wave pattern) methodology. Two ERP experiments were conducted. In the first experiment, 24 subjects made evaluations (like vs. dislike) toward novel website logos that were presented with 200 milliseconds (ms). The results show that, as early as 120 ms after logo appearance, the ERP starts to differentiate between liked and disliked logos. In the second experiment, 18 subjects made enjoyment and usefulness evaluations toward novel logos that were presented with 1 second. The behavior data of the second experiment show that for novel logos, enjoyment and usefulness evaluation scores are correlated. ERP data further indicated that information of both enjoyment and usefulness dimensions are inevitably noticed and processed. These findings suggest that, for WIS, the process of evaluation by impression formation might be different from that by reasoning. The impression formation process might be characterized by the activation of spontaneous emotion and by the interdependence between the enjoyment and usefulness evaluations.
Chapter One: Introduction 1
Chapter Two: Literature Review 7
2.1 Technology Acceptance Model (TAM) 7
2.2 Theories of Impression Formation 10
2.3 Neuroscience Evidence 14
2.4 Emotions in the Impression Formation 18
2.5 Summary 24
Chapter Three: Hypotheses and Experiment 26
3.1 The Use of ERP Paradigms 26
3.2 Hypotheses 27
3.3 Experiment Design 29
Chapter Four: Data Collection 36
4.1: Overview 36
4.2: Subjects 37
4.3: Material 37
4.4: Stimuli Presentation and Task 38
4.6: Procedures 41
4.7: EEG Recording and Processing 42
Chapter Five: Results 44
5.1: RSVP 44
5.2: Behavior Study 48
5.3: Oddball 50
Chapter Six: Discussion 58
6.1: Website Evaluations: the Spontaneous Level 59
6.2: Website Evaluations: the Deliberate Level 63
6.3: Implications for IS 67
6.4: Limitations and Future Studies 70
References 73
Appendix A: Introduction to Neuroscience 84
Appendix B: Supplements 87
1: The Consent Form 87
2: Instruction Scripts: RSVP 88
3: Instruction Scripts: Oddball 89
4: The Sensor Net Map 90
5: List of Logos 91


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