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8053在线消费是当今互联网时代日益普遍的消费形式。与传统线下消费相比，在线消费环境更简单，消费者心理却更复杂，适合借助神经科学工具打开消费者大脑中的“黑箱”，解释消费者行为。然而，消费者神经科学作为一种新兴的研究视角目前并未普及，且相关研究主要聚焦于传统线下消费，对在线消费者行为关注较少。鉴于此，本文首先阐述了消费者神经科学的概念内涵与发展历程，分析了神经科学方法区别于传统消费者行为学研究方法的主要优势，并介绍了EEG/ERPs、fMRI、眼球追踪技术三种在在线消费者行为研究中应用较为普遍的神经科学工具。随后，本文介绍了用于刻画在线消费者行为模式的AISAS模型，该模型将在线消费者行为划分为五个阶段，本文以此为框架梳理了上述三种神经科学工具在在线消费者行为各个阶段研究中的具体应用。本研究总结了不同工具在在线消费者行为研究中的适用范围，并结合在线消费的特点提出了未来的研究方向，有助于推进在线消费者行为研究。
在线消费者行为研究中神经科学方法的应用——以在线消费者行为模式为框架的综述
摘要
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引用本文
张靖, 陈明亮. 在线消费者行为研究中神经科学方法的应用——以在线消费者行为模式为框架的综述[J]. 外国经济与管理, 2022, 44(2): 84-101.
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