隨著近日電子商務的蓬勃發展，消費者所面臨的不再是資訊量的不足，而是資訊的超載。因此，為了解決這樣的困境，有學者提出推薦系統來降低消費者的搜尋成本。目前，推薦系統已成為網路商店帶給消費者良好購物體驗不可或缺的功能。
近年來有許多探討推薦商品推薦效果的研究，主要目的都是為了找出它如何影響消費者對推薦商品的態度及購買意圖。然而，大部分的研究只以傳統的問卷來衡量消費者的感受，可能受到受測者回答真實性的影響。因此，本研究結合問卷和人類的生理反應以比對兩者的結果。本研究首先根據過往的文獻找出可能影響商品推薦效果的3個因素，再將推敲可能性模式與腦波數值結合，藉此觀察消費者在評估商品時他們採取的思考方式。另外，本研究也以消費者的凝視時間，去探討消費者在不同因素下，其注意力的變化來推論推薦的效果。
問卷研究的結果顯示商品類型及對興趣的高低會影響消費者本身對推薦商品的態度，而在腦波數值方面，發現消費者在觀察不同類型商品或是興趣程度不同的商品時，其所採取的思考路徑可能並不相同，而其凝視時間也有所不同。
本研究的研究成果支持消費者的生理反應與其所填寫的問卷結果一致，能提供學者後續想要進行商品推薦效果與人類生理反應研究時的參考。而網路商店的管理者未來也能依據消費者的生理反應，找出更適合推薦給消費者的商品。

The rapid development of e-commerce, the problem facing consumers is not insufficient information but information overload. Therefore, recommendation systems have been used to reduce the search cost and they have become an essential function for most websites to enhance consumer’s shopping experience.
Many previous studies have investigated the effect of product recommendation with the goal of finding factors that influence consumer’s attitude and purchase intention. However, most of them used traditional questionnaires to measure collect subjective data, which may be biased and subject to the common method bias. The purpose of this study is to collect objective physiological responses of the subjects using electroencephalogram (EEG) and eye-tracking techniques and compare the result with behavioral data collected from questionnaires.
We further used the neural science data to examine the elimination likelihood data for exploring possible mechanisms in the decision process. Our findings indicate that product type and consumer’s interest will affect the attitude toward the product in the behavioral study. Consumer’s attention levels vary in different product types and consumer’s interest levels based on the EEG and fixation times observed from the eye-tracker.

電子商務中商品推薦效果的腦神經科學研究+2
摘要+2
Abstract+3
目錄+4
圖次+5
表次+6
第一章 緒論+7
第一節 研究背景+7
第二節 研究動機與目的+8
第三節 研究流程 +9
第二章 文獻探討 +11
第一節 推薦系統 +11
第二節 消費者態度的形成與改變+16
第三節 腦波與神經資訊學+19
第四節 眼球運動與注意力+25
第三章 研究架構與方法+27
第一節 研究架構 +27
第二節 研究假說 +29
第三節 變數的操作型定義與測量+34
第四節 實驗設計 +38
第四章 資料分析與討論+44
第一節 樣本基本資料描述+44
第二節 信效度分析+47
第三節 腦波與眼動資料分析+49
第四節 敘述統計分析+50
第五節 假說檢定的討論+52
第五章 結論與建議+65
第一節 研究結論 +65
第二節 研究貢獻 +67
第三節 研究限制與未來建議+68
參考文獻+69
附錄一 受測者基本資料調查問卷+76
附錄二 態度與購買意圖調查問卷+77
附錄三 消費者對於網路商品的認知（前測一問卷）+78

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