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基于fNIRS的品牌建设下农产品消费体验提升

On Bettering Consumers’ Experience of Agricultural Products Based on fNIRS Brand Building

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【作者】 彭敏晶张晓玲

【Author】 PENG Min-jing;ZHANG Xiao-ling;

【机构】 五邑大学经济管理学院

【摘要】 农产品品牌建设可以节省消费者选择时间,给顾客带来更美好的消费体验,但农产品品牌如何影响顾客的消费体验,目前未见较为客观明确的研究。而功能性近红外光谱脑成像技术(fNIRS)能够直接采集大脑神经活动数据,为研究提供客观明确的数据证明。利用fNIRS技术采集42名被试者大脑前额叶氧合血红蛋白的变化数据,研究在隐藏品牌信息情况下,有品牌和无品牌农产品对消费者大脑前额叶的影响是否存在差异;实验结果表明,在隐藏品牌信息情况下,所有水果的品尝都在大脑的前额叶背外侧皮质和额极区被激活;但是不同品牌水果的激活存在显著性差异,被试者在有品牌水果品尝中大脑左背外侧前额叶皮质与额极区的激活更加强烈,说明被试者在有品牌水果品尝中消费体验有所提升、购买意愿更大。

【Abstract】 In the era of accelerating pace of life,brand building for agricultural products can save consumers’ choice time and bring them better consumption experience. However,there is no objective and clear research on how agricultural products brands affect customers’ consumption experience. Functional near infrared spectroscopy brain imaging( fNIRS) can collect brain neural activity data,providing objective and clear data proof for the study. In this study,fNIRS technology was used to collect the change data of prefrontal oxygenated hemoglobinoxy in 42 subjects to investigate whether there was a difference in the influence of branded and unbranded agricultural products on consumer’s prefrontal lobe under the condition of hiding brand information. The results showed that all fruit tasting was activated in the dorsolateral prefrontal cortex and the frontal pole of the brain when the brand information was hidden. However,there were significant differences in the activation degree of different brands of fruits. The activation of left dorsolateral prefrontal cortex and frontal polar area of the subjects in the tasting of branded fruits was more intense,which indicated that the consumption experience of the subjects was improved and their purchase intention was greater when tasting branded fruits.

【基金】 广东省自然科学基金项目“动态追溯粒度的农业电子商务推荐模型与算法研究”(批准号:2015A030313642)之阶段性研究成果
  • 【文献出处】 五邑大学学报(社会科学版) ,Journal of Wuyi University(Social Sciences Edition) , 编辑部邮箱 ,2021年01期
  • 【分类号】F323.5
  • 【被引频次】1
  • 【下载频次】123
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