線上消費者對詐欺事件認知風險之腦影像研究 - 以二手商品拍賣詐欺事件為例

• Main Authors: 許耀峯, Xu, Yao-Feng
• Other Authors: 資訊管理研究所, 謝佩璇, Hsieh, Pei-Hsuan
• Format: Thesis
• Language: English
• Published: 2016
• Subjects: 知覺品質; 認知風險; SOR理論; fMRI; 二手線上拍賣; perceived quality; perceived risk; SOR theory; second-hand online auction; Brain Island
• Online Access: http://ir.lib.ncku.edu.tw/handle/987654321/170542; http://ir.lib.ncku.edu.tw/bitstream/987654321/170542/1/index.html

隨著網路越來越發達，以及手持裝置的盛行，消費者的購物行為已有了很大的改變，另外，隨著4G的時代來臨，行動購物在電子商務市場逐漸在市場占據重要的地位。消費者在線上購物的時候，很多時候因為資訊的不對稱以及網路的匿名性還有買賣雙方彼此信任，而受到詐欺。從二手商品的購買意圖來看，消費者主要購買動機有價格、實用、品牌、安全四項動機，其中價格是影響消費者最大的動機，上述的四項動機，可以將其對應到知覺品質(Perceived Quality)的商品屬性(外部線索)與商品價值(內在線索)。本研究以S-O-R(Stimulate-Organism-Response)理論為基礎，透過商品的知覺品質屬性以及價值，還有平台風險的刺激，本研究觀察消費者在不同的刺激之下，觀察消費者是否願意購買。在過去認知風險的文獻中，主要是針對買賣雙方交易的風險來看，並無特別針對線上拍賣平台探討消費者認知的交易風險，所以本研究值得針對不同拍賣平台的功能探討消費者可能面臨的認知風險，並且影響其購買意願的情形。本研究使用fMRI技術探討與詐欺相關的腦區活化情形，當消費者面對兩種詐欺可能發生情境下(認知具有低交易風險的平台、高知覺品質的商品；高交易風險的平台、高知覺品質的商品)，觀察其購買商品意圖，包括確認與詐欺相關的腦區及風險決策時腦部神經元活動狀況。根據過去文獻，本研究假設腦島(Insula)跟前額葉皮層(DLPFC)以及前扣帶皮層(ACC)在認知到平台具有高交易風險，或者商品具有低知覺品質的情境，會有較高活化反應產生。此外，根據完形心理學的研究都和人的知覺有關，它提供了各種以知覺為主的解釋，完形的理論發展已近一百年，直至目前學者所研究的知覺原則已超過一百個，但本研究僅討論整體與局部，因為此原則與人的視覺感知之關係比較密切，並且跟本研究探討平台的認知風險與賣家風險的(局部刺激)以及商品知覺品質(局部刺激)兩者結合形成一個整體的詐欺情境，看在不同情境下實驗參與者是否感受為詐欺的情形。 本研究的結果發現，當參與者在詐欺情境時，背外側前額葉(DLPFC) 、中央後迴(Postcentral Gyrus) 、顳上回(Superior Temporal Gyrus)及前扣帶皮層(ACC)皆產生活化的反應，此外當消費者在高風險情境時，參與者的腦島(Insula)、頂葉上迴(Superior Frontal Gyrus)、額下迴(Inferior Frontal Gyrus)，皆有顯著的反應。 With the rapid development of the Internet and the prevalence of hand-held devices consumer shopping behavior has continued to evolve In addition with the 4G era mobile shopping gradually has become the mainstream e-commerce market Due to information asymmetry internet anonymity and the need for mutual trust between sellers and buyers many consumers will possibly be faced with fraud while shopping online From the second-hand product purchase intent context consumers purchase motivation can be divided into four main components including price practicality brand and safety with price being the most influential factor affecting consumer purchase motivation The aforementioned motivation can be mapped into perceived quality which can then be divided into product attributes (external cues) and product value (internal cues) This study is based on S-O-R (Stimulate-Organism-Response) theory By utilizing the perceived quality properties of product using value and platform risk as stimuli this research is intended to observe consumer purchase intention in different situations Past literature on perceived risk has focused more on trading risk between buyers and sellers and has not specifically discussed consumer awareness of transaction risk on online auction platforms This research makes use of fMRI technology to observe the activation of certain regions of the brain related to fraud In our experiment participants (serving as consumers) will face three types of scenarios during online shopping (low perceived risk of platforms and high perceived quality of products; high perceived risk of platform and high perceived quality of products) From this experiment we observe the participants purchase intention and also verify neuronal activation in specific brain areas related to fraud and risk decisions Based on past literature we hypothesized Insula DLPFC and ACC activation to be related either to high perceived risk of platforms or low perceived quality of products The results of this study indicated that when participants under fraud scenarios the dorsolateral prefrontal cortex、the anterior cingulate cortex、postcentral gyrus and superior temporal gyrus were activated to produce a reaction In addition when consumers in high-risk situations participants brain Island (Insula) back to the parietal lobe (Superior Frontal Gyrus) the inferior frontal gyrus (Inferior Frontal Gyrus) all produce significant reaction