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Event-related potentials elicited by social commerce and electronic-commerce reviews

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Abstract

There is an increasing interest regarding the use of electroencephalography (EEG) in social commerce and electronic commerce (e-commerce) research. There are several reviews in the field of social commerce or e-commerce; these have great potential value and mining them is fundamental and significant. To our knowledge, EEG is rarely applied to study these. In this study, we examined the neural correlates of social commerce reviews (SCRs) and e-commerce reviews (ECRs) by using them as stimuli to evoke event-related potentials. All SCRs were from friends through a social media platform, whereas ECRs were from strangers through an e-commerce platform. The experimental design was similar to that of a priming paradigm, and included 40 pairs of stimuli consisting of product information (prime stimulus) and reviews (target stimulus). The results showed that the P300 component was successfully evoked by SCR and ECR stimuli. Moreover, the P300 components elicited by SCRs had higher amplitudes than those elicited by ECRs. These findings indicate that participants paid more attention to SCRs than to ECRs. In addition, the associations between neural responses and reviews in social commerce have the potential to assist companies in studying consumer behaviors, thus permitting them to enhance their social commerce strategies.

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Notes

  1. During the design of the experiment, tablet computer’s six parameters stimulated by S1 were obtained through experiments. First, the first 15 parameters of tablet computers were selected on ZOL.com, and these parameters were printed on a piece of A4 paper after being randomly sorted. Second, 150 college students, who were selected randomly, sorted the 15 parameters (each student got 10 RMB). Finally, the top six parameters were chosen as the experimental parameters.

  2. We performed interpolation after rejection. If the data of EOG appeared at other channels, it would be replaced by the average of the data on the surrounding channels. For example, in the data of the eighth subject, the data of the AF4 channel was replaced by the average of the data of the FP2, F2, F4, and F6 channel.

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Acknowledgments

This work has been supported by the Natural Science Foundation of China (Project No. 71271012, 71071006, 71332003), and by the Fundamental Research Funds for the Central Universities (China, DUT14RC(3)037).

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Authors and Affiliations

  1. School of Economics and Management, Beihang University, Beijing, China

    Yan Bai, Zhong Yao & Linlin Zhang

  2. Department of Biomedical Engineering, Faculty of Electronic Information and Electrical Engineering, Dalian University of Technology, Dalian, China

    Fengyu Cong

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  1. Yan Bai
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  2. Zhong Yao
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  3. Fengyu Cong
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  4. Linlin Zhang
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Correspondence to Zhong Yao.

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Bai, Y., Yao, Z., Cong, F. et al. Event-related potentials elicited by social commerce and electronic-commerce reviews. Cogn Neurodyn 9, 639–648 (2015). https://doi.org/10.1007/s11571-015-9353-1

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  • DOI: https://doi.org/10.1007/s11571-015-9353-1

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