Abstract
The spread of COVID-19 has led to a slump in consumer market sales in real stores such as department stores and shopping centers. Under this situation, marketing measures to take advantage of the strengths of actual stores are strongly required. In this study, we conduct an experiment on consumer behavior in a department store and collect flow line data. Specifically, we attempted to understand consumer behavior by conducting social network analysis using flow line data acquired with an eye tracking device. The purpose of this study is to evaluate the changes in consumer behavior in real stores in response to changes in the store structure, and to propose marketing measures for real stores that are in line with consumer behavior.
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Acknowledgment
We thank the department stores for their cooperation in the experiment. This work was supported by JSPS KAKENHI Grant Number 21H04600 and 21K13385.
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Nakashima, J., Namatame, T., Otake, K. (2023). Evaluation of Consumer Behavior Focusing on the Change in Flow Line Impacted by Floor Renovation in a Fashion Department Store. In: Coman, A., Vasilache, S. (eds) Social Computing and Social Media. HCII 2023. Lecture Notes in Computer Science, vol 14025. Springer, Cham. https://doi.org/10.1007/978-3-031-35915-6_41
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DOI: https://doi.org/10.1007/978-3-031-35915-6_41
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