Semantic Contextual Personalization of Virtual Stores

Walczak, Krzysztof; Flotyński, Jakub; Strugała, Dominik

doi:10.1007/978-3-030-25965-5_17

Cited by 4 publications

(1 citation statement)

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“…Virtual simulation environments add convenience and flexibility and increase the ability to scale and distribute simulations widely with lower costs. In conjunction, several other benefits like personalization of VR stores and recommendation systems ( Pierañski and Strykowski, 2017 ; Walczak et al, 2019 ) are adding newer ways to help consumers in their purchase. This has led to the use of VR simulation environments for research in consumer behavior and marketing.…”

Section: Introductionmentioning

confidence: 99%

Recognizing Personality Traits Using Consumer Behavior Patterns in a Virtual Retail Store

et al. 2022

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Virtual reality (VR) is a useful tool to study consumer behavior while they are immersed in a realistic scenario. Among several other factors, personality traits have been shown to have a substantial influence on purchasing behavior. The primary objective of this study was to classify consumers based on the Big Five personality domains using their behavior while performing different tasks in a virtual shop. The personality recognition was ascertained using behavioral measures received from VR hardware, including eye-tracking, navigation, posture and interaction. Responses from 60 participants were collected while performing free and directed search tasks in a virtual hypermarket. A set of behavioral features was processed, and the personality domains were recognized using a statistical supervised machine learning classifier algorithm via a support vector machine. The results suggest that the open-mindedness personality type can be classified using eye gaze patterns, while extraversion is related to posture and interactions. However, a combination of signals must be exhibited to detect conscientiousness and negative emotionality. The combination of all measures and tasks provides better classification accuracy for all personality domains. The study indicates that a consumer’s personality can be recognized using the behavioral sensors included in commercial VR devices during a purchase in a virtual retail store.

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Section: Introductionmentioning

confidence: 99%