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. 2015 Dec;9(6):639-48.
doi: 10.1007/s11571-015-9353-1. Epub 2015 Aug 15.

Event-related potentials elicited by social commerce and electronic-commerce reviews

Yan Bai  1 , Zhong Yao  1 , Fengyu Cong  2 , Linlin Zhang  1
Affiliations

Event-related potentials elicited by social commerce and electronic-commerce reviews

Yan Bai et al. Cogn Neurodyn. 2015 Dec.

Abstract

There is an increasing interest regarding the use of electroencephalography (EEG) in social commerce and electronic commerce (e-commerce) research. There are several reviews in the field of social commerce or e-commerce; these have great potential value and mining them is fundamental and significant. To our knowledge, EEG is rarely applied to study these. In this study, we examined the neural correlates of social commerce reviews (SCRs) and e-commerce reviews (ECRs) by using them as stimuli to evoke event-related potentials. All SCRs were from friends through a social media platform, whereas ECRs were from strangers through an e-commerce platform. The experimental design was similar to that of a priming paradigm, and included 40 pairs of stimuli consisting of product information (prime stimulus) and reviews (target stimulus). The results showed that the P300 component was successfully evoked by SCR and ECR stimuli. Moreover, the P300 components elicited by SCRs had higher amplitudes than those elicited by ECRs. These findings indicate that participants paid more attention to SCRs than to ECRs. In addition, the associations between neural responses and reviews in social commerce have the potential to assist companies in studying consumer behaviors, thus permitting them to enhance their social commerce strategies.

Keywords: Electronic commerce; Event-related potentials; Friend; Reviews; Social commerce; Stranger.

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Figures

Fig. 1
Fig. 1
a Example of a prime stimulus. b Example of a target stimulus
Fig. 2
Fig. 2
Schematic depiction of the procedure
Fig. 3
Fig. 3
a Magnitude response. b Phase response
Fig. 4
Fig. 4
Grand-average event-related potential waveforms at P1, Pz, P2; Po3, POz, PO4; O1, Oz, O2. The yellow bar indicated the duration used to quantify the ERP (from 350 to 420 ms). ECRs electronic commerce reviews, SCRs social commerce reviews
Fig. 5
Fig. 5
The ERP waveforms without noise-reduction procedure at P1, Pz, P2; Po3, POz, PO4; O1, Oz, O2. ECRs electronic commerce reviews, SCRs social commerce reviews
Fig. 6
Fig. 6
Topography of the P300 component in terms of the grand-average event-related potential waveforms (~350–420 ms)
See this image and copyright information in PMC

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