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    题名: 數位替身在個人化推薦中的效果：神經資訊系統的探索性研究
    其它题名: Effect of Avartar in Personalized Recommendation: An Exploratory Study in Neuro Information Systems
    作者: 梁定澎;顏乃欣
    贡献者: 資訊管理學系
    日期: 2013
    上传时间: 2016-04-20 17:15:06 (UTC+8)
    摘要: 神經資訊系統(Neuro Information Systems)是近年來在資訊管理的領域所發展出來的 新興研究方向，主要是運用認知神經科學的方法（如腦波或是腦部核磁造影技術fMRI 等），來探討資訊管理與電子商務領域所觀察到的行為的生理證據，以便建立新的理論 或是驗證既有的理論。這個方法可以克服目前利用問卷調查研究方法的限制，因此開 始受到相關領域的高度重視。 本研究為神經資訊系統的探索性研究，將利用認知神經科學的方法來探討數位替身 (Avatar)在個人化推薦中的角色。個人化推薦是電子商務中一個重要的機制，透過符 合個人偏好的推薦可以有效的提昇消費者的購買意願及滿意度。在個人化推薦中，影 響推薦效果的有許多理性與感性等許多因素。隨著科技進步，除了推薦方法及訊息內 容之外，使用數位替身來提昇溝通的效果，也成為一種有效的工具，過去研究也提出 許多不同的理論來分析不同數位替身特性及個人化推薦對於使用者的影響，包括 Elaboration Likelihood Model, Social Response Theory，Social Presence 等。 由於過去的研究都是由問卷調查的方式進行，可能受到受測者自我表達意見的偏誤限 制，因此本研究將利用認知神經科學的方法，來以實驗法來探索個人化推薦中的數位 替身(Avatar)是否能夠對消費者決策有正面的加值，以及不同的數位替身特性是否會 透過不同的決策機制來影響消費者的決策。研究結果預期將能夠對此領域的後續研究 產生具體的貢獻。
    Neuro Information Systems is a new development in information systems research. The primary goal of the research is to use recent cognitive neuroscience methodology (such as brand wave or functional MRI) to collect physiological evidence in investigating issues relevant to information systems research. This methodology can offset the self-reporting bias in questionnaire survey that has been used widely in behavioral studies and has been proven to be powerful in economics and other disciplines. A few information systems research based on this methodology have been published in MISQ, ISR and other top journals. This project is an exploratory study that applies the cognitive neuroscience methodology to investigate the role of avatar in personalized recommendation. Personalized recommendation is an important mechanism in electronic commerce. Recommendation that meets the customer preference can significantly improve the intention to purchase and customer satisfaction. Avatar is a digital image for representing the characteristics of an agent and has been used widely in social media for improving communication. Previous research has applied different theories to study the effect of avatar in online commerce, such as elaboration likelihood model, social presence, and social response theory. Most previous research on the effect of avatar used questionnaires to collect behavioral data, which is subject to the self-reporting bias. Therefore, the purpose of this project is to apply the cognitive neuroscience method to investigate (1) whether using avatar can increase the positive intention for purchase in electronic commerce, and (2) how different attributes of avatars may affect the brain decision mechanism of consumers. We expect that the findings will be able to contribute to the understanding of the role of avatar in personalized recommendation and shed light on future research in neuro information systems.
    關聯: 計畫編號 NSC 101-2410-H004-054-MY2
    数据类型: report
    显示于类别:[資訊管理學系] 國科會研究計畫

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    101-2410-H004-054-MY2.pdf1332KbAdobe PDF2738检视/开启


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