神經行銷(Neuromarketing)是為探索人腦對於市場銷售與廣告之間的刺激之行銷學，近年被廣泛用來評估廣告效益，渴望從中發現消費者與市場產品的關聯性，期盼以神經科學角度注入新的行銷資源。過去研究鮮少探討廣告代言人對產品價格與規格之影響，亦能夠帶給消費者不同的認知反應。因此，本研究透過推敲可能模式(elaboration likelihood model, ELM)結合EEG(electroencephalogram)腦波圖和問卷，探討中央路徑與周邊路徑對購買意願之腦波差異，並從生理層面與實際行為討論消費者之購買意圖。本研究使用相關事件電位(event-related potentials)之準實驗法，共蒐集60個有效樣本以驗證本研究模型。根據EEG腦波圖與ANOVA之分析結果說明，在網路購物情境下，beta波的平均時間振幅顯示周邊路徑大於中央路徑；對於廣告代言人比起素人，明星更具影響。產品之高／低價格與高／低規格之腦刺激說明消費者在購買3C產品時，容易傾向購買高價格、高規格之產品，且代言人形象與之有強烈的連結。腦波與問卷兩方面之研究結果共同說明，周邊路徑比中央路徑更讓消費者採信。規格較於價格更能帶給消費者更好的反應和感受，推論與其單方面評估該產品之價格，消費者更容易參考實際的產品性質來下購買決策。本研究透過網路廣告設計與神經資訊系統之觀點期許能提供產品開發商、行銷商與網路經銷商針對大專生族群及不同產品擬定更完善的廣告策略。

Purpose－The purpose of this research is to investigate the consumer’s purchase intention from the physiological level and actual behavior. Based on the elaboration likelihood model (ELM), brain wave and self-reported data are collected to explore the differences toward purchases between the central route and the peripheral route.

Design/methodology/approach－We employ experimental research design to collect data from 60 subjects. Their event-related potentials (ERPs) data are mainly analyzed to test the research model. The self-reported data are also analyzed to complement those of ERPs.

Findings－The results show that the average time amplitude of the consumers’βwave is higher on the peripheral route than the central route in online shopping. In addition, the advertising endorsers by celebrities have greater effect than by common people. The high/low price of the product and the high/low specification brain stimulation indicate that consumers tend to purchase high-priced and high-spec products when buying 3C products, and the advertising endorsers by celebrities have strong connection. Both brain activation and self-reported data show that the peripheral route is more acceptable to consumers than the central route. Specifications are more likely to give consumers stronger reactions and feelings than prices. Thus the research could conclude that, instead of use product prices as major evaluation criteria, consumers tend to examine overall nature of the product to make purchase decision-making.

Research limitations/implications－The accuracy of the brain activation experiment, it must be established to observe independent individuals in a stable state. However, we cannot judge from the appearance that the individual is an unstable physiological state.

Practical implications－The insights from the findings can benefit designers and marketers in implementing more effective marketing strategies for college students and for different products.

Originality/Value－From the perspective of NeuroIS, this study uses ELM as theoretical model to guide the experimental design and record brain activation, supplemented by self-reported data. We attempt to observe the same behavior with different measurement tools to link and complement the bias produced by a single traditional measurement tool.

目錄 
第一章　緒論	1
1.1	研究背景與動機	1
1.1.1	研究背景	1
1.1.2	研究動機	2
1.2	研究目的	2
1.3	研究流程與論文架構	3
1.3.1	研究流程	3
1.3.2	論文架構	4
 第二章　文獻探討	5
2.1	神經資訊系統	5
2.1.1	神經資訊系統之定義	5
2.1.2	認知神經科學與廣告之應用	5
2.1.3	腦電圖與廣告之應用	6
2.2	腦波測量	7
2.2.1	腦波概述	7
2.2.2	beta波頻率	8
2.2.3	價格評估與大腦區域	9
2.2.4	相關事件電位	10
2.3	廣告概述	10
2.3.1	廣告代言人定義	10
2.3.2	代言式廣告之代言人知名度	11
2.4	推敲可能模式	11
2.5	過去研究產品採用之相關構面	13
2.5.1	產品價格	13
2.5.2	產品規格	14
 第三章　研究方法	15
3.1	研究架構	15
3.2	腦波研究假設之推導	16
3.2.1	推敲可能模型對腦波之影響	16
3.2.2	代言人知名程度之影響	17
3.2.3	價格對論點品質之影響	17
3.3	腦波之研究變項與操作化定義	18
3.3.1	價格之操作化定義	18
3.3.2	規格之操作化定義	19
3.3.3	代言人知名程度之操作化定義	19
3.4	問卷研究假設之推導	20
3.4.1	推敲可能模式對購買意圖之影響	20
3.4.2	代言人知名程度對購買意圖之影響	20
3.4.3	產品價格對論點品質之影響	21
3.5	問卷設計與變數測量	21
3.5.1	問卷題項	21
3.5.2	構面操作型定義	25
3.6	資料收集	26
3.6.1	實驗對象與範圍	26
3.6.2	腦波實驗流程	27
3.6.3	腦波實驗設計	29
3.6.4	腦波實驗情境設計	30
3.6.5	腦波資料分析流程	32
 第四章　資料分析	34
4.1	資料分析方法	34
4.1.1	腦波分析	34
4.1.2	問卷分析	34
4.2	樣本結構描述	34
4.3	腦波之資料驗證前檢定	35
4.4	腦波之假說與驗證	37
4.4.1	ANOVA	37
4.4.2	腦波之資料事後檢定	39
4.5	前額葉之腦譜圖	42
4.6	腦波與購買意圖	43
4.7	腦波之研究結果與討論	45
4.8	問卷之假說與驗證	46
4.8.1	量測模型分析	46
4.8.2	結構模型分析	48
4.9	問卷之研究結果與討論	50
4.9.1	推敲可能模式對購買意圖之影響	51
4.9.2	代言人知名度對購買意圖之影響	51
4.9.3	價格與規格對購買意圖之影響	52
 第五章　結論與建議	53
5.1	綜合討論	53
5.2	理論意涵	54
5.3	實務意涵	55
5.4	研究限制	56
5.5	未來研究建議	56
 參考文獻	57
 附錄	66

圖目錄
圖 1 1：實驗流程圖	3
圖 2 1：國際標準10-20系統腦電極位置	9
圖 2 2：腦波儀位置對應圖	9
圖 2 3：本研究概念模式	12
圖 3 1：腦波之研究架構圖	15
圖 3 2：問卷之研究架構圖	16
圖 3 3：腦波實驗之價格與規格區間	19
圖 3 4：腦波實驗流程	27
圖 3 5：腦波感測點為綠色燈號	28
圖 3 6：腦波感測點為黃或橘色燈號	28
圖 3 7：濾波流程	33
圖 4 1：A-D區間的0-600毫秒腦譜圖分布	42
圖 4 2：受代言人影響的A-D區間 0-600毫秒腦譜圖分布	43
圖 4 3：本研究量測模型分析圖	49
圖 4 4：本研究結構模行分析圖	49

表目錄
表 2 1 ：大腦成像工具比較表	6
表 2 2 ：腦波頻率與振幅	8
表 3 1 ：論點品質之衡量問項	22
表 3 2 ：來源可信度之衡量問項	22
表 3 3 ：購買意圖之衡量問項	23
表 3 4 ：規格之衡量問項	23
表 3 5 ：價格之衡量問項	23
表 3 6 ：代言人知名程度之衡量問項	24
表 3 7 ：各研究構面操作型定義	25
表 3 8 ：第一輪區間意義	29
表 3 9 ：第二輪實驗變數	29
表 3 10 ：實驗情境設計	31
表 4 1 ：一般性統計資料(N=60)	35
表 4 2 ：觀察值處理摘要	36
表 4 3 ：常態檢定	36
表 4 4 ：常態檢定Q-Q圖	36
表 4 5 ：變異數分析	37
表 4 6 ：本研究之腦波假說與驗證結果	38
表 4 7 ：變異數分析	39
表 4 8 ：事後檢定-沒有代言人	40
表 4 9 ：事後檢定-有代言人	41
表 4 10 ：變異數分析	44
表 4 11 ：購買意圖之腦譜圖	44
表 4 12 ：本研究之各構面信度分析	46
表 4 13 ：本研究之各構面相關係數矩陣與AVE值	47
表 4 14 ：各指標交叉負荷量表	47
表 4 15 ：各構面路徑係數與P值	50
表 4 16 ：本研究之問卷假說與驗證結果	50

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二、中文部分
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