Consumers' Product-Locating Behavior:Exploring the Application of Signal Detection Theory

摘要

This study explores the application of signal detection theory to theanalysis of consumers' product-locating behavior. Two researchquestions are addressed: (1) whether characteristics of the shoppingenvironment, including external memory aids and store layout,affect signal-detection statistics and (2) whether the signal-detectionstatistics can be predicted from subjective measures of shoppingmotivation and product familiarity. The experiments are conductedin a virtual store. The results show that (1) the signal-detectionstatistics of sensitivity and response bias can be used to measureproduct-locating behavior; (2) external memory aids significantlyaffect sensitivity; and (3) signal-detection statistics are significantlyassociated with shopping motivation.