Analysis of Customer Purchasing Behavior in an Electronics Retail Store Using Eye Tracking Data

Abstract

In recent years, the number of customers in physical stores has been declining because of the expansion of the EC market. Therefore, in physical stores, it is necessary to investigate effective product shelves and customers’ latent purchasing needs, which cannot be found only in purchase data to take advantage of the strengths of physical stores. The purpose of this study is to identify the golden zone which is attractive and easily gazed at by customers in an electronics retail store. In this study, we conducted an eye tracking observation experiment in an electronics retail store in Japan. From the experimental data, we aimed to obtain the subject’s movement lanes and viewpoint information. For the analysis, we used t-test to compare the differences in gazing time at the product shelves in different areas on the same floor and network analysis to visualize the purchasing behavior in a store. Based on the results of the network analysis, The area of interest (AOI) analysis was conducted on the product shelves with high degree centrality and betweenness centrality. The AOI analysis enables us to measure the number of gazes and gazing time of the area of interest by specifying the area of interest from the recorded data.