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Using a Virtual Store As a Research Tool to Investigate Consumer In-store Behavior
Chapters
- 00:05Title
- 01:15Building Virtual Stores
- 02:30Main Test Setup
- 05:33Data Export Analysis
- 06:43Results: Store Layout Influences Number of Products Purchased
- 08:00Conclusion
This paper describes the use of a desktop virtual store to create virtual shopping environments to investigate in-store consumer behavior. A description of the protocol to build and run experiments, example results from an experiment concerning store layout, and important considerations when conducting virtual store experiments are presented.
