ISSN 1671-3710
CN 11-4766/R
主办：中国科学院心理研究所
出版：科学出版社

心理科学进展 ›› 2004, Vol. 12 ›› Issue (3): 440-446.

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信息显示板（IDB）实验在消费行为研究中的应用

丁夏齐，马谋超，王詠，樊春雷   

  1. 中国科学院心理研究所，北京 100101
  • 收稿日期:2003-07-25 修回日期:1900-01-01 出版日期:2004-05-15 发布日期:2004-05-15
  • 通讯作者: 马谋超

Applications of IDB in Consumer Researches

Ding Xiaqi,Ma Mochao,Wang Yong,Fan Chunlei   

  1. Institute of Psychology, Chinese Academy of Sciences, Beijing 100101
  • Received:2003-07-25 Revised:1900-01-01 Online:2004-05-15 Published:2004-05-15
  • Contact: Ma Mochao

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2021

摘要： 信息显示板（Information Display Board, IDB）实验是一种过程跟踪技术，以m×n矩阵方式呈现信息阵列，通过观测被试信息检索和浏览的一系列行为，来研究被试问题解决和决策中的信息获得（information acquisition）过程。Mouselab是常用的IDB计算机化程序。消费者是有限理性的问题解决者，因此IDB实验被用于消费行为领域的研究。应用不同的IDB实验设置，研究者探索了消费决策中消费者信息获得的模式和影响因素。

关键词: 消费决策, 信息获得, 过程追踪, IDB, Mouselab

Abstract: Information Display Board (IDB) is a process tracing technique, which shows an m×n information matrix to subjects and monitors their information acquisition behavior. Researchers employ this technique to study subjects’ information searching and acquiring process in problem solving and decision-making. Mouselab is the generally adopted software of IDB and applied in many researches. Since consumers are problem solvers with bounded rationality, IDB is fitted for the studies of consumer behavior. Using IDB, the patterns of information acquisition and some influence factors were studied in consumer decision-making studies.

Key words: consumer decision, information acquisition, process tracing, IDB, Mouselab

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