臺灣博碩士論文加值系統

「涉入」為「個人基於固有需求、價值與興趣，而對某項產品或服務的知覺攸關程度」。涉入對於消費者是屬於心理層面的反應，而人的大腦認知歷程處理上，會因心理活動而產生不同的反應，本研究透過事件相關電位(ERPs)的實驗研究方法，利用N400腦波成份對於語意處理的自動性與高敏感度，來探討涉入度高低與正負向涉入詞，在大腦內的反應表徵。
實驗設計主要採用S1-S2實驗範式，以逐字閱讀(word-by-word)刺激物呈現，S1刺激物設計了高／低涉入度產品品類的文字，S2刺激物使用個人涉入量表(PII, Personal Involvement Inventory)中的正負向涉入詞；發現在同樣是正向涉入詞（如：重要的）或負向涉入詞（如：不重要的）的情況下，低涉入產品（美妝產品）與高涉入產品（電腦產品）在S2刺激後，在額葉、頂葉腦區的(FC3、FC4、C4、CP3、CPz、CP4、P4)電極點，約300-400ms時，產生了差異顯著的負向波。研究推論，這是由於在認知上的語意期待差異，誘發了顯著的N400腦波成份。而在同產品的情況下，負向涉入詞比正向涉入詞，約400-500ms產生了差異顯著的負向波，與過去負向情緒詞文獻結果一致。
研究成果顯示，透過正負向涉入詞的語句刺激，大腦認知歷程對於語意期待的差異，可以量測出N400 的振幅，和受測者的個人涉入度的高低，有顯著的正相關，因此N400可能可以作為個人涉入度的神經性指標。

This study relies on the auto-response and high sensitivity of N400 during semantic processing, to explore subject’s neural response on involvement. Using the scale of PII(personal involvement inventory), we screened university students and selected seven male students as pre-test cohorts, for experimental design deploying an S1/S2 investigational paradigm, with S1 stimuli ranging from high to low product categories, and S2 stimuli applying positive and negative semantic connotative collocations from the PII scale items. Findings noted that with the same positive collocation for involvement of a product (such as: important) or negative descriptor (such as: unimportant), results for low involvement of products (cosmetics) and high involvement of products (electronics), revealed post-S2 stimuli presentation in the time window of 300-400 ms (N400) evoked significant negative difference amplitude waves. Given the research findings for N400 component in the literature we can inferentially surmise, these represent differences in cognitive semantic processing, thereby eliciting a significant N400 component. Our event-related potentials (ERP) findings indicate, stimuli from positive and negative descriptors of different products, can elicit N400 amplitude activity significantly correlated with the levels of subjects’ personal involvement. Thus, N400 could be the neuro-indicator of personal involvement.

一、 前言 7
二、 文獻探討 8
2.1 「涉入」的定義 8
2.2 「涉入」程度差異 10
2.3 個人涉入的衡量 11
2.4 個人涉入的應用與心理特性 13
2.5 事件相關電位 14
2.6 語句理解的事件相關電位效果 15
2.7 N400的期望波 16
2.8 P600腦波成份 21
三、 研究目的與假說 24
四、 研究方法 25
4.1 受測者 25
4.2 刺激物與實驗程序 25
4.3 ERP記錄方法 27
五、 結果分析 28
5.1 事件相關腦電位數據分析 28
5.2 行為數據分析 35
六、 討論 36
七、 結論 38
參考文獻 46
附件一　CIP涉入量表 52
附件二　涉入度篩選問券 53
附件三　實驗指導語 61
附件四　受試者同意書及個人基本資料表 62

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