基于事件相关电位技术(ERPs)的消费者废旧手机回收方式选择决策研究

A Study of Consumers' Behavior Decision to Choose the Recycling Mode of Waste Cellphone Based on Event-related Potentials Technique

采用事件相关电位技术,研究消费者选择废旧手机回收方式的态度与行为决策。以20名大学师生作为被试,刺激事件(以图片形式呈现)包括二手商贩/个体维修商手机回收、手机运营商设点回收和基于O2O电商平台手机回收3类手机回收方式。被试分别完成60张测试图片的实验任务。被试在评估选择过程中产生了LPP波形,并且不同刺激事件诱发的LPP波幅有明显差异。其中,在中央顶区,以手机运营商设点回收方式所诱发的与情绪有关的LPP波形,在400～500 ms窗口内,其波幅明显高于其他手机回收方式;在枕区,基于O2O电商平台手机回收方式所诱发的与认知有关的LPP波形,在700～800 ms窗口内,其波幅明显高于其他手机回收方式。该实验进一步验证了LPP成分与刺激的重要性、态度评估、注意、记忆、情绪与认知等因素有关,与决策者的决策行为也密切相关。

At present, with the growing number of waste cellphone, how to recycle it efficiently and reasonably has become a social problem to be solved urgently. This paper used event-related potentials technique to research on the consumers＇ attitude and behavior decision to choose the recycling mode of waste cellphone. 20 university teachers and students served as subjects in the experiment. Stimulus were presented in the form of pictures which included three types of mobile phone recycling modes： the waste cellphone recycling mode of second hand vendors or individual repair agents, the waste cellphone recycling mode of mobile phone operators, and the waste cellphone recycling mode of 020 electronic business. Each subject was asked to complete the test task of 60 pictures. An essential component of ERPs, LPP, is elicited in subjects selection and evaluation process, and there were obvious differences in LPP amplitude of different stimulus. For example, in the 400 and 500 ms latency range, the recycling mode of waste cellphone of mobile phone operators evoke higher amplitude of LPP than other two modes in the central and parietal regions. In the 700 and 800 ms latency range, the recycling mode of waste cellphone of 020 electronic business evoke higher amplitude of LPP than other two modes in the occipital regions. The experiment is further verified that LPP is closely related to the importance of stimulus, attitude evaluation, attention, memory, emotion, cognition, and the decision of the decision-maker. Furthermore, based on the above research results, the paper puts forward some suggestions for the enterprises to construct a reasonable mobile phone recycling system.