Ratings or Sales? The Neural and Psychological Processes of Online Experience Product Purchase: Evidence from a Sample of Chinese University Students
Abstract
:1. Introduction
2. Theoretical Background and Hypothesis Development
2.1. Online Cues and Cue Diagnosticity Framework
2.2. Product Type Theory
2.3. Behavioural Hypotheses
2.4. ERP Method
2.5. ERP Components and ERP Hypotheses
2.5.1. P2 Hypothesis
2.5.2. N400 Hypothesis
2.5.3. LPP Hypothesis
3. Materials and Methods
3.1. Subjects
3.2. Materials
3.3. Procedures
3.4. Behavioural Data Recording and Analysis
3.5. Electroencephalograph (EEG) Recording and Analysis
4. Results
4.1. Behavioural Results
4.2. ERP Results
5. Discussion
5.1. Discussion on Behavioural Hypotheses
5.2. Discussion on ERP Hypotheses
5.2.1. P2 Hypothesis
5.2.2. N400 Hypothesis
5.2.3. LPP Hypothesis
5.3. General Discussion
5.4. Theoretical Contributions and Managerial Implications
5.5. Limitations and Future Research
6. Conclusions
Author Contributions
Funding
Institutional Review Board Statement
Informed Consent Statement
Data Availability Statement
Acknowledgments
Conflicts of Interest
References
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Product Rating Condition | Monthly Sales Condition | Purchase Intention | S.D. of Purchase Intention | Mean Difference | p-Value |
---|---|---|---|---|---|
High | High | 5.383 | 0.803 | 1.326 | <0.001 |
Low | 4.057 | 0.949 | |||
Low | High | 2.773 | 0.819 | 0.450 | <0.001 |
Low | 2.323 | 0.826 |
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Chen, K.; Zhang, W.; Jiang, P. Ratings or Sales? The Neural and Psychological Processes of Online Experience Product Purchase: Evidence from a Sample of Chinese University Students. Behav. Sci. 2022, 12, 499. https://doi.org/10.3390/bs12120499
Chen K, Zhang W, Jiang P. Ratings or Sales? The Neural and Psychological Processes of Online Experience Product Purchase: Evidence from a Sample of Chinese University Students. Behavioral Sciences. 2022; 12(12):499. https://doi.org/10.3390/bs12120499
Chicago/Turabian StyleChen, Keyu, Wuke Zhang, and Pengtao Jiang. 2022. "Ratings or Sales? The Neural and Psychological Processes of Online Experience Product Purchase: Evidence from a Sample of Chinese University Students" Behavioral Sciences 12, no. 12: 499. https://doi.org/10.3390/bs12120499