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研究生:廖若吟
研究生(外文):LIAO, JO-YIN
論文名稱:以生理訊號探究代排現象-以腦波為例
論文名稱(外文):Vital Signal Analysis on Hiring Queuers-A Brainwave Study
指導教授:梁直青梁直青引用關係
指導教授(外文):LIANG, CHIH-CHIN
口試委員:蔡佩舒陳至安邱美倫
口試委員(外文):TSAI, PEI- SHUCHEN, JIH-ANCHIU, MAI-LUN
口試日期:2018-05-29
學位類別:碩士
校院名稱:國立虎尾科技大學
系所名稱:企業管理系經營管理碩士班
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2018
畢業學年度:106
語文別:中文
論文頁數:125
中文關鍵詞:排隊現象代排決策關聯性負波腦波
外文關鍵詞:Queuing PhenomenonDecision of Hiring QueuerCNVBrain
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許多消費者會因為排隊人潮過多或等候時間過長而影響其加入的排隊意願;尤其是當消費者無法得知其明確的等候時間時會產生不確定感,此時消費者可能會產生負面情緒。然而,從現實生活中可以看到,排隊現象乃是大眾司空見慣的消費行為,特別是當消費者面臨其想要或渴望的商品時,願意付出大把的時間來排隊購買,甚至有許多消費者會連夜排隊只為了取得其想要或渴望的商品。因此,當消費者把排隊等候視為時間的浪費與值得購買的商品之間進行衡量時,越來越多消費者願意支付額外的費用或代價來請人代為排隊以避免排隊等候的時間。而當消費者選擇是否請人代排時的決策卻難以衡量,因為決策是經由一連串複雜的人體內部認知處理後所產生的最終行為,因此,本研究透過腦波量測技術並搭配情境模擬實驗的方式來了解消費者處於隊伍中的負面情緒及等候時間知覺對於代排決策的認知反應歷程,並同時搭配事後問卷來確認受試者對於負面情緒及等候時間知覺的認知情況,並於實驗中納入人格特質作為分群變數,以比較不同人格特質間的認知差異。
藉由第四章分析結果,本研究發現,腦波實驗中,當受試者面臨不同的代排決策時的前500毫秒腦波振幅有明顯變化,當受試者選擇「代排」時,其腦波振幅明顯高於選擇「不代排」的腦波變化且選擇不代排之受試者其關聯性負波(CNV)較選擇代排之受試者明顯;不同人格特質間(理性、感性)其認知歷程也是有明顯的不同,理性人格於前146毫秒時出現明顯的低於感性人格的負波,且理性人格之關聯性負波(CNV)較感性人格明顯。其中,透過統計分析結果發現,受試者的激動及不安的負面情緒與時間知覺之間存在顯著相關,而受試者的負面情緒會顯著影響受試者的代排決策。

Consumers consider whether to queue would lead their decisions based on queuing size and expecting waiting time. Consumers in a queue feeling negativly because they do not know how long they must wait or pay someone for help if the good is worthy to pay more money to own. If a good is worthy a waiting to purchase, a consumer would chose waiting or buying the privilege to get the good. A long waiting caused customers paying for releasing negative feelings. Therefore, the relationship between perceived waiting time and paying for queuers to buy the good is worthy a study. The decision of hiring queuers is uneazy to measure, because the decision is a final behavior after a series of complex internal human cognitions. This study used brainwave instrument with situational simulation to explain the cognitive response of the decision of hiring queuers by negative emotion and waiting time perception. This study adopted a questionnaire to measure the cognitive situation of negative emotion and waiting time perceptions of participants, too. In addition, this study used personality traits for grouping participants in order to compare the cognitive situation among personality traits.
The analytical results of brainwave experiment showed when the participants face different decisions of hiring queuers who have different amplitude response of brainwave before 500ms. And the amplitude of contingent negative variation (CNV) of choose hiring queuers are not obvious than didn’t choose hiring queuers. The results also showed the amplitude of personality of rational are obvious than the amplitude of personality of sensibility before 146 ms. The analytical results of statistical analysis showed the significant correlation between the negative emotions of agitated and uneasy and perception waiting time. The other hands, the results also showed the negative emotions of paticipants are significant influence the decisions of hiring queuer.
摘要...i
Abstract...ii
誌謝...iii
目錄...iv
表目錄...vi
圖目錄...vii
第一章、緒論...1
1.1研究背景與動機...1
1.2研究目的...3
第二章、文獻探討...4
2.1排隊現象...4
2.2負面情緒...4
2.3時間知覺...5
2.4實際等候時間...6
2.5人格特質...6
2.6代排決策...9
2.7腦波...14
2.8實驗設計...19
第三章、研究方法...22
3.1研究架構及假設...22
3.2研究變數...22
3.2.1問卷及腦波實驗之操作型定義...22
3.3問卷設計...23
3.3.1腦力激盪遊戲題庫難易程度之定義與衡量...23
3.3.2人格特質之衡量...25
3.3.3負面情緒之衡量...25
3.3.4時間知覺之衡量...25
3.4實驗對象...25
3.5 代排決策實驗...26
3.5.1實驗情境設計...26
3.5.2實驗環境...27
3.5.3硬體設備...28
3.5.4實驗軟體...28
3.6實驗流程...30
3.7資料分析...31
3.7.1敘述性統計...31
3.7.2無母數統計...31
3.7.3常態分配檢定...31
3.7.4斯皮爾曼等級相關(Spearman Rank Correlation)...31
3.7.5二元邏輯斯迴歸(Dual Logies Returns)...31
3.7.6卡方獨立性檢定(The Chi-Squared Test of Independence)...32
3.7.7鑑別度分析...32
3.7.8獨立樣本T檢定(Independent Sample T test)...32
3.6.9成對樣本T檢定(Paired-Samples T Test)...32
3.7.10腦波資料前處理...32
3.7.11事件相關電位(Event-Related Potential, ERP)...34
第四章、分析結果...35
4.1敘述性統計...35
4.2統計分析...40
4.2.1常態分配檢定...40
4.2.2統計分析...44
4.3代排決策腦波實驗分析...63
4.3.1代排決策之腦波分析...63
4.3.2理性與感性人格之腦波分析...66
第五章、結論與建議...72
5.1結論...72
5.2學術意涵...72
5.3管理意涵...73
5.4研究限制與建議...73
參考文獻...75
中文文獻...75
英文文獻...80
附錄一、益智類題目問卷...89
附錄二、腦波題庫問卷...99
附錄三、人格特質問卷...103
附錄四、負面情緒形容詞問卷...106
1. 負面情緒形容詞中英對照表...108
附錄五、時間知覺問卷...109
附錄七、理性人格之個人ERP腦波圖...110
附錄八、感性人格之個人ERP腦波圖...115
附錄九、各事件題目...120
Extended Abstract...121
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