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Study On Neural Mechanism Of Peripheral And Central Route In Online Purchasing Decision

Posted on:2013-05-29Degree:MasterType:Thesis
Country:ChinaCandidate:C Y GaoFull Text:PDF
GTID:2249330395972925Subject:Management Science and Engineering
Abstract/Summary:PDF Full Text Request
Two different routes of information processing exist while people handing information, which is the peripheral route and central route proposed by Elaboration Likelihood Model (ELM). Central route changes attitude though careful and thoughtful consideration of issue-related arguments, which requires a considerable cognitive resources. Peripheral route changes attitude by some simple heuristic cues. As a well accepted model, the theory of ELM has been applied extensively to various domains. With the popularity of online purchasing, many scholars start to study dual-route decision of online purchasing.Traditional research focused on how factors such as motivation and ability impact route taken in information processing as well as the different persuasive effects of two routes based on empirical and behavior study. However, the cognitive process behind behavior remains unknown. The development of cognitive neuroscience has promoted studies at behavior level deep into psychological level. Technique of Event-related potentials (ERP) can help explore the neural mechanisms of dual-route decision.By abstracting and simulating real online purchasing circumstances, the research designed an ERP experiment to study the difference of neural mechanisms between dual-route processing in consumer online purchasing. According to behavioral data and EEG data, this study has drawn three conslusions as follows:(1) Decisions made via these two alternative routes differ in neural mechanism. The central route forms decision by scrutinizing product-related information, while the peripheral route involves a process of implicit categorization of heuristic cues like herd information.(2) Consumers are cognitive misers that they will be faced with obvious cognitive and emotional conflicts when they take central route to form purchasing decision. (3) Message strength has different effect on decisions in central and peripheral route. Compared with peripheral route, message strength has more significant effect on cognitive process.
Keywords/Search Tags:elaboration likelihood model (ELM), online purchasing decision, event-related potentials (ERP), cognitive miser, message strength
PDF Full Text Request
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