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Using a Virtual Store As a Research Tool to Investigate Consumer In-store Behavior
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Using a Virtual Store As a Research Tool to Investigate Consumer In-store Behavior

Using a Virtual Store As a Research Tool to Investigate Consumer In-store Behavior

DOI:
10.3791/55719-v

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09:17 min

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July 24, 2017

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, , ,
1Wageningen University and Research, 2Marketing Consumer Behaviour Group, 3Wageningen Economic Research

Capítulos

  • 00:05Título
  • 01:15Building Virtual Stores
  • 02:30Main Test Setup
  • 05:33Data Export Analysis
  • 06:43Results: Store Layout Influences Number of Products Purchased
  • 08:00Conclusion

Summary

Tadução automática

Tadução automática

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.

Tags

Keywords: Virtual StoreConsumer ResearchIn-store BehaviorStore LayoutVirtual RealityProduct PlacementSupermarketData CollectionExperimental Conditions

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