Brain-computer interface to predict impulse buying behavior using functional near-infrared spectroscopy
DC Field | Value | Language |
---|---|---|
dc.contributor.author | Bak, SuJin | - |
dc.contributor.author | Jeong, Yunjoo | - |
dc.contributor.author | Yeu, Minsun | - |
dc.contributor.author | Jeong, Jichai | - |
dc.date.accessioned | 2022-12-09T00:41:45Z | - |
dc.date.available | 2022-12-09T00:41:45Z | - |
dc.date.created | 2022-12-08 | - |
dc.date.issued | 2022-10-26 | - |
dc.identifier.issn | 2045-2322 | - |
dc.identifier.uri | https://scholar.korea.ac.kr/handle/2021.sw.korea/146537 | - |
dc.description.abstract | 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. | - |
dc.language | English | - |
dc.language.iso | en | - |
dc.publisher | NATURE PORTFOLIO | - |
dc.subject | MEDIAL PREFRONTAL CORTEX | - |
dc.subject | DECISION-MAKING | - |
dc.subject | IMPULSIVENESS | - |
dc.title | Brain-computer interface to predict impulse buying behavior using functional near-infrared spectroscopy | - |
dc.type | Article | - |
dc.contributor.affiliatedAuthor | Jeong, Jichai | - |
dc.identifier.doi | 10.1038/s41598-022-22653-8 | - |
dc.identifier.scopusid | 2-s2.0-85140809232 | - |
dc.identifier.wosid | 000874705000098 | - |
dc.identifier.bibliographicCitation | SCIENTIFIC REPORTS, v.12, no.1 | - |
dc.relation.isPartOf | SCIENTIFIC REPORTS | - |
dc.citation.title | SCIENTIFIC REPORTS | - |
dc.citation.volume | 12 | - |
dc.citation.number | 1 | - |
dc.type.rims | ART | - |
dc.type.docType | Article | - |
dc.description.journalClass | 1 | - |
dc.description.isOpenAccess | Y | - |
dc.description.journalRegisteredClass | scie | - |
dc.description.journalRegisteredClass | scopus | - |
dc.relation.journalResearchArea | Science & Technology - Other Topics | - |
dc.relation.journalWebOfScienceCategory | Multidisciplinary Sciences | - |
dc.subject.keywordPlus | MEDIAL PREFRONTAL CORTEX | - |
dc.subject.keywordPlus | DECISION-MAKING | - |
dc.subject.keywordPlus | IMPULSIVENESS | - |
Items in ScholarWorks are protected by copyright, with all rights reserved, unless otherwise indicated.
(02841) 서울특별시 성북구 안암로 14502-3290-1114
COPYRIGHT © 2021 Korea University. All Rights Reserved.
Certain data included herein are derived from the © Web of Science of Clarivate Analytics. All rights reserved.
You may not copy or re-distribute this material in whole or in part without the prior written consent of Clarivate Analytics.