Using ROC and SVM method to discussion EEG variability for background music on shopping Websites consumer process

• Main Authors: Chiu, Yu-Chieh, 邱昱傑
• Other Authors: Tao, Chia-Jen
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/36896611946675889581

碩士 === 國立勤益科技大學 === 工業工程與管理系 === 101 === Online shopping site, hidden huge business opportunities and market, and music will bring human different effects on the psychological level, induce different behavioral responses. The purposes of this study discussion consumers of the impact of background music into shopping websites shopping websites arising consumer process (browse products and purchase decision), the browser EEG of the step change, using ROC and SVM analysis, to find the power of cut-off point between browse and decision and high correlation of the decision state electrode sites. Power of data analysis showed the level of none music, there are many significant of electrodes sites in delta、theta and beta band. The level of full music, all the electrode sites is no significant. Coherence of data analysis showed the level of none music, there are large number of significant electrode channel in delta、theta、alpha and beta band . The level of full music, there is large number of to reduce significant the electrode channels. Speculate music intervention will fuzzy the boundaries of browser and decision, music intervention increased decision power, similar power between browser and decision resulted in significantly decreased. ROC and SVM of data analysis showed the level of none music, theta band F8 sites belonging acceptable discrimination of Area Under Curve (AUC), the level of full music, delta band FZ sites in the SVM analysis method has good performance, delta band FZ and theta F8 sites power value can be used cut-off point basis between browser and decision state in the full and none music level. Validation results showed delta band FZ sites in the full music level have better classification results with browser and decision, theta band F8 sites in the none music level has a majority classified as decision results, in some participants. These results demonstrate delta band FZ sites can be used as classification standard with browser and decision in the full music level, theta band F8 sites classification results are not perfect, can to try other sites as a classification position of decision state.