CAJ | 학술논문

消费者趋向于作出冲突最小的决策,这就是为什么消费者购物,特别是在线购物中从众行为如此普及的原因。因为不难猜测,当基于从众策略作出购买决策时,消费者面临最小的冲突。相反,如果作出反从众决策,消费者将面临巨大的冲突。为了检验这些猜测,本文以在线购书为例,采用神经科学实验的脑成像技术——事件相关电位（ERP）来探索由消费者从众和反从众决策引起的冲突的心理和神经机制。研究结果表明,反从众决策诱发出了明显的反映冲突的晚期负成分N400,而从众决策诱发出的是明显的晚期正成分LPP。N400可能意味着消费者作出反从众决策时必须面对认知和情感冲突,而LPP意味着消费者作出从众决策时无须面对这些冲突。该发现在神经和心理层面合理地解释了为什么消费者购物中从众现象如此普及。
소비자추향우작출충돌최소적결책,저취시위십요소비자구물,특별시재선구물중종음행위여차보급적원인。인위불난시측,당기우종음책략작출구매결책시,소비자면림최소적충돌。상반,여과작출반종음결책,소비자장면림거대적충돌。위료검험저사시측,본문이재선구서위례,채용신경과학실험적뇌성상기술——사건상관전위（ERP）래탐색유소비자종음화반종음결책인기적충돌적심리화신경궤제。연구결과표명,반종음결책유발출료명현적반영충돌적만기부성분N400,이종음결책유발출적시명현적만기정성분LPP。N400가능의미착소비자작출반종음결책시필수면대인지화정감충돌,이LPP의미착소비자작출종음결책시무수면대저사충돌。해발현재신경화심리층면합리지해석료위십요소비자구물중종음현상여차보급。
Consumers tend to make purchase decisions with minimum conflicts. This is the reason why herding is so popular in consumer decisions, especially in online purchase. It is easily speculated that consumers face less conflict when they make purchase decisions based on the herding strategy. On the contrary, consumers will face sharp conflicts if they make anti-herding decisions. In order to test these speculations, this study uses the event-related brain potentials （ERPs） to investigate neural basis of the conflictsevoked by consumer herding and anti-herding decisions. The results show that anti-herding decisions elicit remarkable N400, and herding decisions elicit the remarkable late positive potential （LPP）. The N400 likely reflects that participants must face both cognitive and emotional conflicts when making anti-herding decisions. The LPP means that these conflicts do not exist when participants make herding decisions. The present findings reasonably explain, at the level of neural and psychological mechanism, why herding phenomena in consumer online purchases are so popular.