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.
Highlights
IntroductionAccording to a market study on ecommerce [1], the e-commerce rate for clothing and apparel was 12.96%
In recent years, the popularity of e-commerce has witnessed a significant uptick
In the first part of the paper, we discussed related research on the relationship between values and purchasing behavior, and related research on the eye tracking case used in the analysis, and we proposed product placement and customer service methods
Summary
According to a market study on ecommerce [1], the e-commerce rate for clothing and apparel was 12.96%. As for the change in the use of physical apparel stores over the past three years [2], 32.2% of the respondents indicated that the number of items that have "decreased a lot" or "decreased a little". From this result, we found that the opportunity to use physical apparel stores decreased. In the first part of the paper, we discussed related research on the relationship between values and purchasing behavior, and related research on the eye tracking case used in the analysis, and we proposed product placement and customer service methods
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