過去的十年中,認知神經科學透過直接和客觀的方式來測量大腦 的活動,對於各種決策、認知、情感產生的訊息處理、決策和行為的 基本認識有許多進展。目前也有許多李克特量表以及語意差異量表應 用於 IS 領域之相關研究,其中 Chin(2008)以科技接受模式去比較李 克特量表及語意差異量表,但是目前仍然沒有結合認知神經科學進行 量表的相關研究。因此本研究旨在以 NeuroIS 的角度並結合認知神經 科學,以腦波儀量測受測者填答李克特量表以及語意差異量表時的認 知歷程,並且使用事件相關電位分析腦波,以 P300 來討論其認知差 異。研究結果發現受測者在填答兩種量表時的腦波確實存在顯著的差 異,且李克特量表之 P300 振幅均明顯大於語意差異量表。

Over the past decade, cognitive neuroscience has gener- ated many advances in the basic understanding of information processing, decision making, and behavior by directly and objectively measuring the brain activity that underlies various decision-making, cognitive, amd emotional. Currently, there are many studies of likert scales and semantic differential scales applied in IS research.Chin(2008) used TAM to campare likert scales to semantic differential scales,but there is none of scale research combine with cognitive neuroscience.Therefore, the study combined with cognitive neuroscience,used EEG to measure users’ brainwave activity during answered likert sacles and semantic differntial scales. Analyzing brainwave with ERPs, investigating cognitive differences with P300.The study found there are cognitive differnces between likert scales and semantic differential scales,and likert scales have lager P300 amplitudes than semantic differential scales.

第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 3
第二章 文獻探討 4
2.1 認知神經科學(Cognitive Neuroscience) 4
2.2 科技接受模式(Technology Acceptance Model) 5
2.3 李克特量表 7
2.4 語意差異量表 9
2.5 腦波 10
2.6 事件相關電位 P300 11
第三章 研究設備 15
3.1 研究設計 15
3.2 實驗對象與流程 16
3.3 資料分析方法 18
3.4 研究工具 20
3.4.1 腦波儀 20
3.4.2 電腦 21
3.4.3 軟體 22
第四章 資料分析結果 23
4.1 李克特量表腦波分析 24
4.1.1 李克特量表有用性構念 24
4.1.2 李克特量表易用性構念 26
4.1.3 李克特量表 28
4.2 語意差異量表腦波分析 31
4.2.1 語意差異量表有用性構念腦波分析 31
4.2.2 語意差異量表易用性構念腦波分析 33
4.2.3 語意差異量表 35
4.3 分析結果 37
4.3.1 有用性構念分析結果 37
4.3.2 易用性構念分析結果 39
4.3.3 量表分析結果 41
第五章 結論 44 
5.1 研究結果 44
5.2 研究貢獻 45
5.3 研究限制與建議 46
參考文獻47 
附錄一 實驗量表問項設計 52 
附錄二 實驗問卷李克特量表 53 
附錄三 實驗問卷語意差異量表 56

表目錄
表 4-1:李克特有用性構念之P300 26 
表 4-2:李克特易用性構念之P300 28 
表 4-3:李克特量表之P300 30 
表 4-4:語意差異有用性構念之P300 33
表 4-5:語意差異易用性構念之P300 35 
表 4-6:語意差異量表之P300 37 
表 4-7:量表有用性構念之P300比較3 8 
表 4-8:量表有用性之事件相關電位P300數據T檢定表 39 
表 4-9:量表易用性構念之P300比較 40 
表 4-10:量表易用性之事件相關電位P300數據T檢定表 41 
表 4-11:不同量表之P300 42 
表 4-12:量表事件相關電位P300數據T檢定表 43

圖目錄
圖 2-1科技接受模式 7 
圖 2-2 P300 13 
圖 3-1實驗流程圖 18 
圖 3-2事件相關電位圖 19 
圖 3-3 EPOC 20 
圖 3-4:腦波訊號頻道對照圖 21 
圖 4-1:事件相關電位圖 23 
圖 4-2:李克特之有用性構念事件相關電位圖 25 
圖 4-3:李克特之易用性構念事件相關電位圖 27 
圖 4-4:李克特量表之事件相關電位圖 29 
圖 4-5:語意差異之有用性構念事件相關電位圖 32 
圖 4-6:語意差異之易用性構念事件相關電位圖 34 
圖 4-7:語意差異量表之事件相關電位圖 36

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