Using event related potentials to identify a user's behavioural intention aroused by product form design
Using event related potentials to identify a user's behavioural intention aroused by product form design
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使用事件相关电位来识别产品形态设计引起的用户行为意图
DOI：
10.1016/j.apergo.2016.01.018
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发表时间：
2016-07-01
影响因子：
3.2
通讯作者：
Liu, Weilin
中科院分区：
文献类型：
--
作者：
Ding, Yi;Guo, Fu;Liu, Weilin
产品形态对用户行为意图的唤起能力对用户的进一步体验乃至购买决策起着决定性的作用，而传统的方法很少能充分理解产品形态所唤起的用户体验，尤其是对产品预期使用的感受。产品形态设计引起的行为意向尚未被电生理学研究。因此，事件相关电位（ERPs）被用来探讨行为意图的过程中，当用户浏览不同的智能手机的形式设计，品牌和价格不考虑，主要研究的大脑活动引起的各种产品的形式。对具有不同用户体验预期的智能手机图片进行等概率随机显示。被试被要求点击鼠标左键时，某些图片给他们的行为意图的感觉进行互动。每个参与者的大脑信号都被咖喱7.0记录下来。结果表明，具有唤起被试进一步体验行为意图能力的图片可以在中央-顶叶、顶叶和枕叶区域唤起增强的N300和LPP（晚正电位）。头皮地形图显示，中央顶叶，顶叶和枕叶区域更活跃。结果表明，事件相关电位的差异性可以反映行为意图形成与否的神经活动。此外，在相应的大脑区域发生的ERPs的幅度可以用来衡量用户体验。探索与行为意图相关的神经机制，为用户感知提供了一种精确的测量方法，有助于营销人员了解哪些产品能够引起用户的行为意图，并可作为产品设计的评价指标。(C)2016年爱思唯尔有限公司和人体工程学协会。All rights reserved.
The capacity of product form to arouse user's behavioural intention plays a decisive role in further user experience, even in purchase decision, while traditional methods rarely give a fully understanding of user experience evoked by product form, especially the feeling of anticipated use of product. Behavioural intention aroused by product form designs has not yet been investigated electrophysiologically. Hence event related potentials (ERPs) were applied to explore the process of behavioural intention when users browsed different smart phone form designs with brand and price not taken into account for mainly studying the brain activity evoked by variety of product forms. Smart phone pictures with different anticipated user experience were displayed with equiprobability randomly. Participants were asked to click the left mouse button when certain picture gave them a feeling of behavioural intention to interact with. The brain signal of each participant was recorded by Curry 7.0. The results show that pictures with an ability to arouse participants' behavioural intention for further experience can evoke enhanced N300 and LPPs (late positive potentials) in central-parietal, parietal and occipital regions. The scalp topography shows that central-parietal, parietal and occipital regions are more activated. The results indicate that the discrepancy of ERPs can reflect the neural activities of behavioural intention formed or not. Moreover, amplitude of ERPs occurred in corresponding brain areas can be used to measure user experience. The exploring of neural correlated with behavioural intention provide an accurate measurement method of user's perception and help marketers to know which product can arouse users' behavioural intention, maybe taken as an evaluating indicator of product design. (C) 2016 Elsevier Ltd and The Ergonomics Society. All rights reserved.