Abstract
In this study, we conducted an experiment in an actual store and used the data to analyze the characteristics of consumer behavior. First, consumers were grouped into two patterns: with or without plan and with or without unplanned purchases. Next, we compared differences in consumer behavior between groups using t-tests and Wilcoxon rank sum tests. Eleven consumer behaviors were listed, which were obtained from the eye gaze and traffic line data. Then, we conducted logistic regression analysis to analyze how each consumer behavior correlates with presence of unplanned purchases. The results showed that there was a difference in behavior outside the tenant with and without a plan, and a difference in post-experiment satisfaction with and without unplanned purchases. However, we did not obtain clear differences in consumers’ in-store behavior with and without unplanned purchases.
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Acknowledgments
We thank a large size retail store of Japan for permission to use valuable datasets. This work was supported by JSPS KAKENHI Grant Number 21H04600 and 21K13385.
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Tanabe, H., Otake, K., Namatame, T. (2023). Evaluating Differences in Consumer Behavior With and Without Planning and Predicting Unplanned Purchases. 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_43
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DOI: https://doi.org/10.1007/978-3-031-35915-6_43
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