網路的普及與線下物流的成熟對消費者帶來的便利性，造就了現今電子商務的蓬勃發展。許多消費者會透過網路進行比價與購物。因此，各購物網站常常會推出限時促銷活動，以增加銷售量。
本研究探討時間壓力對於購買意圖之影響，並結合腦神經科學，除了以問卷衡量體驗過程外，也使用眼動儀與腦波儀了解消費者的眼動行為與專注程度。此外，本研究根據推敲可能性模式理論設計了一份衡量消費者決策路徑的量表。
本研究採取2 (時間壓力：有vs.無) x2 (產品涉入：高vs.低)的實驗設計，共有55位受測者參與實驗。研究結果顯示：(1)時間壓力會正向影響消費者購買意圖。(2)有時間壓力下，消費者會傾向採取邊陲路徑；若對產品涉入程度高則會傾向採取邊陲路徑。(3)採取中央路徑思考的消費者會對商品產生好的態度。(4)在眼動數據分析方面，產品涉入程度高者，凝視商品的時間較長，凝視推薦資訊的時間也比較長。此外，凝視推薦資訊時間越長會對商品產生較好的的態度。 (5) 在腦波數據分析方面，產品涉入程度高者在評估商品時投入較多的心力，因此專注程度較高。

The popularity of the Internet and the improvement of business logistics bring convenience to consumers, which leads to the rapid development of e-commerce. Many consumers compare prices and purchase through the Internet. In order to attract customers, sellers often offer limited time promotional offers. Time limitation is often considered a factor that affects purchase intention and this has been confirmed by a few previous studies.
The purpose of this study is to examine the effect of time pressure on customer’s purchase intention from a new neuroscience perspective. We not only collect both subjective data collected by questionnaires, but also collect objective physiological data by eye-tracking and Electroencephalogram (EEG). Furthermore, we use an instrument to measure consumers’ decision paths described in the elaboration likelihood model (ELM).
This study designs a 2 (time pressure: High vs. Low) x 2 (product involvement: High vs. Low) experiment and recruits 55 volunteers to participate in the experiment. The results indicate that (1) time pressure can increase purchase intention; (2) time pressure and product involvement affect thinking routes; (3) thinking routes affect consumer’s attitude toward the product; (4) in the eye-tracking data, high involvement causes longer gaze time on product and recommendation area and longer gaze time leads to more favorable attitude; and (5) in the brainwave data, high involvement is associated with higher attention in product assessment.

目錄
論文審定書 i
致謝 ii
摘要 iii
Abstract iv
目錄 v
圖目錄 vii
表目錄 viii
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機與研究目的 2
第三節 研究流程 3
第二章 文獻探討 4
第一節 促銷 4
第二節 時間壓力 5
第三節 產品涉入 8
第四節 消費者態度的形成與改變 10
第五節 腦波與神經資訊學 13
第六節 眼動行為與注意力 16
第三章 研究架構與方法 18
第一節 研究架構 18
第二節 推論與假說 18
第三節 研究變項與操作型定義 22
第四節 實驗設計 28
第五節 前測 34
第六節 正式實驗流程 36
第四章 資料分析與討論 38
第一節 樣本基本資料描述 38
第二節 信效度分析 39
第三節 腦波與眼動數據分析 42
第四節 敘述統計分析 44
第五節 變數操弄檢定 45
第六節 研究假說驗證分析 46
第七節 延伸分析 52
第五章 結論與建議 56
第一節 研究結論 56
第二節 研究貢獻 58
第三節 研究限制與未來研究方向建議 59
參考文獻 60
附錄一 前測一問卷 66
附錄二 各實驗組別網頁資訊 68
附錄三 正式實驗問卷 70
附錄四 實驗說明書 72
附錄五 研究參與者同意書 74

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