Department of Brain and Cognitive Engineering, Korea University, Seoul, 02841, South Korea.
Center for Research in Marketing in School of Business at Korea University, Seoul, 02841, South Korea.
Sci Rep. 2022 Oct 26;12(1):18024. doi: 10.1038/s41598-022-22653-8.
As the rate of vaccination against COVID-19 is increasing, demand for overseas travel is also increasing. Despite people's preference for duty-free shopping, previous studies reported that duty-free shopping increases impulse buying behavior. There are also self-reported tools to measure their impulse buying behavior, but it has the disadvantage of relying on the human memory and perception. Therefore, we propose a Brain-Computer Interface (BCI)-based brain signal processing methodology to supplement these limitations and to reduce ambiguity and conjecture of data. To achieve this goal, we focused on the brain's prefrontal cortex (PFC) activity, which supervises human decision-making and is closely related to impulse buying behavior. The PFC activation is observed by recording signals using a functional near-infrared spectroscopy (fNIRS) while inducing impulse buying behavior in virtual computing environments. We found that impulse buying behaviors were not only higher in online duty-free shops than in online regular stores, but the fNIRS signals were also different on the two sites. We also achieved an average accuracy of 93.78% in detecting impulse buying patterns using a support vector machine. These results were identical to the people's self-reported responses. This study provides evidence as a potential biomarker for detecting impulse buying behavior with fNIRS.
随着 COVID-19 疫苗接种率的提高，海外旅行的需求也在增加。尽管人们喜欢免税购物，但之前的研究报告称，免税购物会增加冲动购买行为。也有自我报告的工具来衡量他们的冲动购买行为，但它依赖于人类的记忆和感知，存在缺点。因此，我们提出了一种基于脑-机接口 (BCI) 的脑信号处理方法，以弥补这些限制，并减少数据的模糊性和猜测。为了实现这一目标，我们专注于大脑的前额叶皮层 (PFC) 活动，它监督人类的决策，与冲动购买行为密切相关。通过在虚拟计算环境中诱导冲动购买行为，使用功能近红外光谱 (fNIRS) 记录信号来观察 PFC 的激活。我们发现，在线免税店的冲动购买行为不仅高于在线正规商店，而且这两个网站的 fNIRS 信号也不同。我们还使用支持向量机实现了检测冲动购买模式的平均准确率为 93.78%。这些结果与人们的自我报告反应一致。这项研究提供了使用 fNIRS 检测冲动购买行为的潜在生物标志物的证据。
