Assessment of Effect of POP on Purchase Behavior: Comparison of Effectiveness of Eye-Tracking Data and Shopping Path Data

摘要

This study is to investigate the usefulness of data collected by using sensor devices on the verification of effects of POP (point of purchase) in retail area. Sensor devices such as RFID and eye-tracking enables us to observe data on customers’ detailed behaviors in store and sales section. However, the usefulness of analysis using collected data requires further studies because data collection needs enormous costs, times and expenses. In this study, we develop models with separately using RFID and eye-tracking data collected from field experiment, and then verify their usefulness for the assessment of effects of POP. Eye-tracking data is expected to observe data that has strong relation to decision-making compared with shopping path data. However, the superiority of eye-tracking data collected from field experiment is not shown. Therefore, this study shows that a field experiment using eye-tracking is usefulness through comparing with models developed by using each data.