Detecting buyer's role effects to achieve collaborative business relationships in the agriculture business, using electroencephalogram (EEG)

Q4 Agricultural and Biological Sciences

International Journal of Agricultural Resources, Governance and Ecology Pub Date : 2018-03-29 DOI:10.1504/IJARGE.2018.10011892

Fitri Aprilianty, M. S. Purwanegara, W. Ismail

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引用次数: 0

Abstract

The relationships between suppliers and buyers in agricultural sector are crucial to the acquisition of resources for achieving competitive advantage. This paper examines several agricultural buyer and supplier relationships by testing the effects of different types of agriculture buyers on farmer's perceived value, trust, performance, and commitment using neuroscience method. This provided objective information about farmers' sensory, cognitive and emotional reactions based on cortical brain activity (electroencephalogram) in different brain regions. The pattern of brain activity was obtained in the Alpha (8–12 Hz) and Beta (13–30 Hz) frequency bands of the frontal (AF3 and AF4), parietal (Pz), and temporal (T7 and T8) brain areas. There are differences in farmers' emotional responses towards each buyer type. Most farmers demonstrated the highest interest response in relation to perceived value, and demonstrated an engagement response indicating trust towards the farmers' group, while the highest excitement response arose in relation to tengkulak performance.

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利用脑电图检测农业企业中买方角色效应以实现协同业务关系

农业部门的供应商和买方之间的关系对于获取资源以获得竞争优势至关重要。本文采用神经科学方法，通过测试不同类型的农业买家对农民感知价值、信任、绩效和承诺的影响，检验了几种农业买家和供应商关系。这提供了关于农民基于不同大脑区域的皮层大脑活动（脑电图）的感官、认知和情绪反应的客观信息。大脑活动模式在额叶（AF3和AF4）、顶叶（Pz）和颞叶（T7和T8）区域的阿尔法（8-12 Hz）和贝塔（13-30 Hz）频带中获得。农民对每种买家类型的情绪反应都存在差异。大多数农民表现出与感知价值相关的最高兴趣反应，并表现出对农民群体信任的参与反应，而最高兴奋反应出现在与tengkulak表现相关的方面。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

International Journal of Agricultural Resources, Governance and Ecology Agricultural and Biological Sciences-Agronomy and Crop Science

CiteScore

0.90

自引率

0.00%

发文量

期刊介绍： IJARGE proposes and fosters discussion on the evolution and governance of agricultural resources, with emphasis on the implications that policy choices have on both the welfare of humans and the ecology of the planet. This perspective acknowledges the complexity of the agricultural sector as an interface between ecological and socio-economic processes operating in parallel over different space-time scales, as well as the reflexive characteristic of human systems.