文章基本信息

标题：Research on the Relationship between Exploratory Behavior and Consumer Values using Eye Tracking Gaze Data
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作者：Mei Nonaka ; Kohei Otake ; Takashi Namatame 等
期刊名称：International Journal of Advanced Computer Science and Applications(IJACSA)
印刷版ISSN：2158-107X
电子版ISSN：2156-5570
出版年度：2021
卷号：12
期号：8
DOI：10.14569/IJACSA.2021.0120802
语种：English
出版社：Science and Information Society (SAI)
摘要：In recent years, the popularity of e-commerce has witnessed a significant uptick. Physical apparel stores need to implement measures that focus on the behavioral experience of shopping at physical stores, a trait that e-commerce lacks. The purpose of this paper is to clarify the relationship between customer values and product search behavior and proposed product placement and customer service methods based on their values. We used questionnaire data on the values of customer purchasing to perform factor analysis and cluster analysis. Moreover, we extracted the product search behavior using eye-tracking gaze data from an apparel physical store. The results showed that product search behavior differed based on three types: trend cluster, self-esteem cluster, and conservative cluster. Finally, we proposed product placement in a store considering the features of these clusters.
关键词：Consumer values; eye tracking; factor analysis; cluster analysis