Research on the Relationship between Exploratory Behavior and Consumer Values using Eye Tracking Gaze Data

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 eyetracking 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.

The Contribution of Numerical EEG Analysis for the Study and Understanding of Addictions with Substances

“…Previous EEG mapping studies have found increased beta power and decreased alpha and delta/theta power in deaddictive alcoholic patients, compared to normal controls. Since slow activity is considered inhibitory, fast beta activity excitatory and alpha activity an expression of normal brain function, the desynchronised low-voltage fast patterns can be translated as CNS hyperexcitation [30], [31].…”

“…Opinions as to the cause of these EEG changes in alcoholics show that incoherencies in brain function, particularly in frontal parts of the brain, may be participating in the development of alcoholism [5], [30], [31]. This is documented by a variety of studies: beta activity has been linked to the combination of the two pre-morbid factors of childhood behaviour disorders and paternal alcoholism.…”

“…The enhancing effects of many substances modulated by the mesolimbic dopamine (MD) channel have been shown to alter EEG recordings [3]. Five frequency ranges are generally recognised and studied: delta (0-4 Hz), theta (4-8 Hz), alpha (8)(9)(10)(11)(12)(13), beta (15)(16)(17)(18)(19)(20)(21)(22)(23)(24)(25)(26)(27)(28)(29)(30) and gamma (<30 Hz).…”