在线购物观察学习的社会影响:基于自我报告和脑电实验的实证研究

摘要/Abstract

摘要： 网购过程中商品页面呈现的观察学习信息是消费者购买决策的重要信息来源。本文基于社会影响理论构建了累计销量和收藏人数两种在线观察学习信息影响消费者购买决策的理论模型，深入探讨两类信息对消费者购买态度、意愿和情绪的影响。通过自我报告与脑电实验相结合的研究结果表明：累计销量的影响属于信息性社会影响，积极和消极的累计销量信息对购买态度和意愿的影响是不对称的；EEG数据显示，信息性社会影响与消极情绪有关；收藏人数的影响属于规范性社会影响，它对购买意愿有显著的正向影响；EEG数据显示，规范性社会影响与积极的情绪诱发有关。研究结论揭示了两类观察学习信息的社会影响差异，对于商家及电商平台展开有针对性的促销策略都具有实际指导意义，同时脑电实验方法的应用为消费者行为研究提供了新的视角。

关键词: 在线观察学习, 社会影响, 脑电实验

Abstract: In the process of online shopping, the observational learning information presented on the product page is an important source of information for consumers to make purchase decisions. Based on the social influence theory, this paper constructs two theoretical models of online observational learning information, historical sales and time saving which influence consumers' purchase decisions, and discusses in depth the influence of the two types of information on consumers' purchase attitudes and emotions. Through the combination of self-report and EEG experiments, it is found that the influence of historical sales belongs to the informational social influence, the influence of positive and negative historical sales information on purchase attitude is asymmetric, and EEG data show that the informational social influence is related to negative emotion; the influence of time saving belongs to normative social influence, which has a significant positive influence on purchase intention. EEG data show that normative social influence is related to positive emotion induction. The results reveal the differences in social influence between the two types of observational learning information, which has practical implications for businesses and e-commerce platforms to implement targeted promotional strategies. At the same time, the application of the EEG experimental method provides a new perspective for consumer behavior research.

Key words: online observational learning, social influence, EEG

刁雅静, 卢健, 杨倩, 王志英, 王念新. 在线购物观察学习的社会影响:基于自我报告和脑电实验的实证研究[J]. 管理评论, 2023, 35(12): 137-147.

Diao Yajing, Lu Jian, Yang Qian, Wang Zhiying, Wang Nianxin. Social Influence of Online Observational Learning: Evidence from Self-reported and EEG Data[J]. Management Review, 2023, 35(12): 137-147.

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