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DOI: 10.14569/IJACSA.2021.0120802
PDF

Research on the Relationship between Exploratory Behavior and Consumer Values using Eye Tracking Gaze Data

Author 1: Mei Nonaka
Author 2: Kohei Otake
Author 3: Takashi Namatame

International Journal of Advanced Computer Science and Applications(IJACSA), Volume 12 Issue 8, 2021.

  • Abstract and Keywords
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Abstract: 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.

Keywords: Consumer values; eye tracking; factor analysis; cluster analysis

Mei Nonaka, Kohei Otake and Takashi Namatame, “Research on the Relationship between Exploratory Behavior and Consumer Values using Eye Tracking Gaze Data” International Journal of Advanced Computer Science and Applications(IJACSA), 12(8), 2021. http://dx.doi.org/10.14569/IJACSA.2021.0120802

@article{Nonaka2021,
title = {Research on the Relationship between Exploratory Behavior and Consumer Values using Eye Tracking Gaze Data},
journal = {International Journal of Advanced Computer Science and Applications},
doi = {10.14569/IJACSA.2021.0120802},
url = {http://dx.doi.org/10.14569/IJACSA.2021.0120802},
year = {2021},
publisher = {The Science and Information Organization},
volume = {12},
number = {8},
author = {Mei Nonaka and Kohei Otake and Takashi Namatame}
}



Copyright Statement: This is an open access article licensed under a Creative Commons Attribution 4.0 International License, which permits unrestricted use, distribution, and reproduction in any medium, even commercially as long as the original work is properly cited.

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