你會付費找人排隊嗎？從人格特質、情緒與腦波變化進行探究

消費者在排隊購買商品的隊伍中會因為無法得知還要等多久而產生負面感受，但若商品是值得付費請人代排以消減負面感受，部分消費者會選擇付費代排減少自己因為等候時間而產生的不耐。據此，本研究透過人格特質測驗將受試者分群，並進行腦波生理訊號模擬實驗，以了解不同人格特質的消費者面對負面情感與等候時間知覺的認知反應。此外，本研究亦透過問卷調查理解負面情緒與等候時間知覺的影響。實驗研究結果顯示，當受試者選擇請人「代排」時，其關聯性負波的腦電波與其他方式之腦波變化存在顯著差異。問卷研究結果則呈現出受試者的負面情緒會顯著影響受試者的代排決策。

關鍵字

排隊現象；代排決策；關聯性負波；腦波

並列摘要

Consumers in a queue feel negatively because they do not know how long they must wait. If an item is worth waiting for, consumers would choose waiting for buying the privilege to get the goods. Hence, this study used personality traits for grouping participants to compare the cognitive situation among traits. This study adopted a brainwave instrument using situational simulation to explain the cognitive response of the decision of hiring queuers by negative emotion and waiting time perception. In addition, this study also adopted a questionnaire to measure the cognitive situation of negative emotion and the waiting time perceptions of the participants. The experiment results showed that the amplitude of contingent negative variation of the ones choosing hiring queuers are significantly different to the other ways. The survey results showed that the negative emotions significantly influence the decisions of the hiring queuer.

並列關鍵字

queuing ； decision of hiring queuers ； contingent negative variation ； brainwave

參考文獻

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