An Analysis of the Effects of Customers' Migratory Behavior in the Inner Areas of the Sales Floor in a Retail Store on Their Purchase
An Analysis of the Effects of Customers' Migratory Behavior in the Inner Areas of the Sales Floor in a Retail Store on Their Purchase
复制标题
零售店卖场内部顾客迁移行为对其购买的影响分析
DOI：
10.1016/j.procs.2014.08.233
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发表时间：
2014
期刊：
影响因子：
--
通讯作者：
and Kin-ichiroh Tokiwa
中科院分区：
文献类型：
--
作者：
Yoshihiro Ohata;Asako Ohno;Takahiro Yamasaki;and Kin-ichiroh Tokiwa
近年来，店内顾客行为分析作为零售店的一种营销策略越来越受到人们的重视。在这篇文章中，我们重点研究了消费者在内陆地区的迁移行为对由此产生的购买量的影响。我们考察了高交易量顾客和低销售量顾客在销售大厅内侧的购物路径的差异，以考察当购物路径包含较长的内区迁移或从外区到内区的较大数量转移时，购买量的差异。
Recently, the analysis of in-store customer behavior has been garnering increasing attention as a marketing strategy of retail stores. In this paper, we focus on the effects of customers’ migratory behavior in the inner areas on the resulting purchase amount. We examine the difference between the shopping path of high-volume customers and that of low-volume customers in the inner side of the sales floor to investigate how purchase amount differs when the shopping path contains a longer migration in the inner areas or a larger number of transitions from the outer areas to the inner areas.