Name: using a virtual store as a research tool to investigate consumer in-store behavior
Uploaded: 2017-07-24T12:30:00.000+00:00
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Description: Watch this Scientific Journal Video about Using a Virtual Store As a Research Tool to Investigate Consumer In-store Behavior at JoVE.com

作者要感谢泰国皇家政府，欧洲区域发展基金以及荷兰的格尔德兰省和Overijssel（拨款号码:2011P017004），以获得经济支持。本文的内容只反映了作者的观点。作者还欣赏了GreenDino的Andrea Poelstra和Noldus信息技术的Tobias Heffelaar对技术主题的宝贵意见的帮助。

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作者没有什么可以披露的。

虚拟商店是开发用于创建虚拟环境的更先进的计算机技术之一，人们可以亲眼目睹现实对象的体验和反应。通常，桌面虚拟商店由用户友好的界面组成，需要很短时间才能理解。然而，需要考虑一些关键点。首先，需要明确的研究目标来指定构建虚拟商店的起点。这包括有关产品的计划;货架的类型，布置和数量;这些货架上的产品类别的位置;产品类别内的产品类型和位置;和其他元素（ 如?...

不可否认的是，了解消费者的店内行为对于实现有效的零售营销至关重要。为了帮助这种理解，被称为虚拟存储的高级虚拟现实技术可以使用计算创建的虚拟环境来实现对消费者行为的研究。虚拟商店方法使用虚拟现实系统来生成逼真和沉浸式的三维虚拟商店环境，人们可以在其中与商店中的对象进行交互。在这样的虚拟商店环境中，人们经历人为创造的感官体验。虚拟存储环境可以是现实存在的存储环境或虚拟存储环境的现实表示。此外，虚拟商店可以被看作是传统消费者研究（ 即基于文本的调查，焦点小组或实验室实验），受控实地实验（ 即，在模拟商店环境中）和实地研究（ 即视频拍摄，个人观察或产品销售促销的测试） 1 。 虚拟现实应用有相当的研究历史。早在1965年，萨瑟兰2描绘了他的"终极展示"概念，其中包括一个虚拟世界，提供了良好的触觉反馈。最初，人们的注意力主要集中在技术硬件，但并不提供深入的虚拟现实系统的影响，注意力已经转移到了人类经验3，4。的在计算机生成的世界是意义上的"存在"，已经因此成为虚拟现实体验5,6的键。存在被定义为"处于环境中的主观经验"7从这个角度来看，可以从参与者中检索出"存在感"，并指一个人感觉到他/她自己在一个环境中的程度，或者说Slater 8区分了存在与沉浸的概念，称为"地位幻觉"（PI）和"合理性幻觉"（Psi），PI涉及到一个真实的感觉，它通过一套有效的行动或参与者可以执行的响应来改变他们的观念或环境（ 例如，移动头部和眼睛以改变注视方向或者抓住一些对象来移动它）。当需要类似的一组响应来改变观念时，PI是很高的虚拟现实系统与等效物理环境中预期的响应相比较，Psi考虑了虚拟现实中所感知的内容它实际上发生的错觉。可以导致Psi的一个重要组成部分是虚拟现实，提供虚拟环境中参与者没有直接控制的事件直接指向他/她自己的错觉。 Psi可以通过跟踪人们根据来自外部的虚拟现实变化而显示的任何动作或响应进行测量。例如，如果人们在虚拟环境中看到头像时心率增加，这可能代表了对现实世界的类似反应。因此，这个虚拟现实系统提供了高Psi。 虚拟商店技术已经在商业和学术界引入，为多个目的服务。它可以用作管理援助，例如帮助公司的类别经理制定其产品的货架计划。虚拟商店也在临床环境中使用，以测量患者对食物的情绪反应饮食障碍1或作为轻度认知障碍的筛查工具9 。在研究虚拟商店的一个更常见的用途，但是，是评估在卖场环境的变化，如价格变动10，11，12，不同的销售点显示13设置消费者在店内行为和消费者反应，不同的包装选项14 ，产品包装背面15的不同营养标签，以及库存水平16 。此外，虚拟商店目前用于帮助创建和测试公共卫生干预措施，以促进儿童更健康的食物选择17 。由于以前提到的各种好处，虚拟商店技术和硬件正在迅速发展。因此，本文将重点关注人类经验和描述使用虚拟现实的研究的基本要素。将显示从当前虚拟商店系统获取的所有基本信息。 目前可用的虚拟商店系统可以简单地分为:1）非沉浸式（ 例如桌面），2）半沉浸式（ 例如投影，CAVE系统）和3）完全沉浸式（ 例如，头戴式显示器）。每个系统可能会根据支持系统带来不同程度的沉浸，存在，PI和Psi。然而，由于浸入，存在，PI和PSI的措施被绑定到每个系统支持的特定感觉意外事件中，在不同的系统，这些指标的比较已被认为是不可能的8。近年来，桌面虚拟商店受到越来越多的关注，越来越多地用于研究。即使虚拟商店被认为是一个promisi用于店内消费者行为研究的工具，需要如何使用这样的虚拟商店的专业知识，以确保及时准确地准备和实施实验。然而，到目前为止，报告的全面描述进行虚拟商店实验的程序的研究非常稀缺。因此，这项工作旨在描述一个使用桌面虚拟商店进行消费者研究的协议，这是至关重要的。 通常，虚拟商店的研究需要:1）显示虚拟环境的设备，2）编辑程序，使研究人员能够构建虚拟环境，3）被研究对象的虚拟表示（ 例如商店的几个元素产品），4）用于导航虚拟环境并做出选择的消费者界面; 5）运行数据收集本身的过程;以及6）便于数据存储和分析的数据管理系统。其中大部分可能由虚拟商店公司和程序员管理。研究人员应该知道:1）如何在编辑程序中创建实验零售商店，2）如何使用消费者界面运行数据收集，3）如何组织数据管理程序中的所有输出，并将输出输出为纳入统计方案。本文将通过给出详细的协议步骤来处理这些信息，以便使用桌面虚拟商店进行实验。此外，将讨论在消费者研究中使用虚拟商店的优势和局限性。本文中描述的详细协议可用于帮助研究人员启动和进行虚拟商店研究。 本文中使用的桌面虚拟商店需要硬件（ 即个人电脑（PC），液晶显示器（LCD）屏幕，三维（3D）空间导航仪，鼠标和键盘）和软件（ 即，设计店铺a在3D虚拟商店中像消费者一样购物）。这种特殊的系统已在先前的研究14被使用，18。

<table><tbody><tr><td>Virtual Supermarket Software</td><td>GreenDino BV</td><td>http://www.greendino.nl/virtual-labs.html</td><td>This software consists of editor, product library and consumer interface.&amp;nbsp;</td></tr><tr><td>Data Management Software: Observer XT&amp;nbsp;</td><td>Noldus Information Technology</td><td>http://www.noldus.com/human-behavior-research/products/the-observer-xt&amp;nbsp;</td><td>This software records observational data and facilitates the exportation of researcher-specified data sets using filters</td></tr><tr><td>3D SpaceNavigator</td><td>3Dconnexion</td><td>http://www.3dconnexion.eu/index.php?id=26&amp;amp;redirect2=www.3dconnexion.eu</td><td>A 3D SpaceNavigator allows participants to walk and make turns in the virtual store. In addition, it can be used by participants to adjust their eye-level during a shopping trip.</td></tr><tr><td>3D moddeling software (e.g. Blender or 3DS Max)</td><td>Blender Foundation / Autodesk</td><td>https://www.blender.org/ http://www.autodesk.nl/products/3ds-max/overview</td><td>In case 3D models need to be made or adjusted 3D modeling software is needed. Many objects can be found online under different licencing agreements.&amp;nbsp;</td></tr><tr><td>Contract Reseach&amp;nbsp;</td><td>Wageningen Univeristy and Research</td><td>http://www.wur.nl/en/Expertise-Services/Research-Institutes/Economic-Research.htm</td><td>The socio-economic research institute (Wageningen Economic Research)&amp;nbsp; with experience in conducting the consumer research with the virtual store.&amp;nbsp;</td></tr></tbody></table>

using a virtual store as a research tool to investigate consumer in-store behavior

人们对产品和/或选择环境的反应对于了解店内消费者行为至关重要。目前，有各种方法（ 例如调查或实验室设置）来研究店内行为，但是这些方法的外部效度受到其类似现实选择环境的差的能力的限制。另外，建立真正的商店以满足实验条件同时控制不良影响是昂贵且非常困难的。由虚拟现实技术开发的虚拟商店可能通过以逼真，灵活和经济高效的方式提供3D虚拟商店环境的模拟来超越这些限制。特别地，虚拟存储交互地允许消费者（参与者）以紧密控制但真实的设置体验和交互对象。本文介绍了使用桌面虚拟商店来研究店内消费者行为的关键要素。 DESCR协议步骤步骤如下:1）建立实验店，2）准备数据管理程序，3）运行虚拟存储实验，4）从数据管理程序中组织导出数据。虚拟商店可让参与者浏览商店，从备选方案中选择产品，并选择或退回产品。此外，还可以收集与消费者有关的购物行为（ 例如，购物时间，步行速度以及检查和购买的产品的数量和类型）。该协议以商店布局实验为例进行了说明，表明货架长度和货架方向影响购物和运动相关行为。这表明使用虚拟商店有助于研究消费者的反应。虚拟商店在检查在现实生活中昂贵或难以改变的因素（ 例如 ，整体商店布局），目前不可用的产品市场和常规行为在熟悉的环境中。

使用具有三个42英寸LCD屏幕的PC显示的虚拟商店已被应用于检查超市布局对消费者购物行为的影响（ 例如，总购物时间，移动持续时间和速度，所检查的产品总数和总数购买产品）和感觉到的购物体验。虚拟商店使研究人员可以灵活地修改商店货架的属性（ 即货架长度和货架方向），并在实验室设置中检查这些效果。 <p class="jove_content" fo:keep-together.within-pa...

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使用虚拟商店作为研究工具来调查消费者店内行为 |视频

Using a Virtual Store As a Research Tool to Investigate Consumer In-store Behavior

本文介绍了使用桌面虚拟商店创建虚拟购物环境来调查店内消费者行为。介绍构建和运行实验的协议的描述，以及关于商店布局的实验的结果，以及进行虚拟商店实验时的重要注意事项。

使用虚拟商店作为调查消费者店内行为的研究工具

People&#39;s responses to products and/or choice environments are crucial to understanding in-store consumer behaviors. Currently, there are various ...

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SCIENTISTS IN ACTION

11.3K 次观看.  Wageningen University and Research. 本文介绍了使用桌面虚拟商店创建虚拟购物环境来调查店内消费者行为。介绍构建和运行实验的协议的描述，以及关于商店布局的实验的结果，以及进行虚拟商店实验时的重要注意事项。 

视频: Using a Virtual Store As a Research Tool to Investigate Consumer In-store Behavior

Brain Imaging Investigation of the Neural Correlates of Observing Virtual Social Interactions

The ability to gauge social interactions is crucial in the assessment of others&#x2019; intentions. Factors such as facial expressions and body language affect our decisions in personal and professional life alike 1. These "friend or foe" judgements are often based on first impressions, which in turn may affect our decisions to "approach or avoid". Previous studies investigating the neural correlates of social cognition tended to use static facial stimuli 2. Here, we illustrate an experimental design in which whole-body animated characters were used in conjunction with functional magnetic resonance imaging (fMRI) recordings. Fifteen participants were presented with short movie-clips of guest-host interactions in a business setting, while fMRI data were recorded; at the end of each movie, participants also provided ratings of the host behaviour. This design mimics more closely real-life situations, and hence may contribute to better understanding of the neural mechanisms of social interactions in healthy behaviour, and to gaining insight into possible causes of deficits in social behaviour in such clinical conditions as social anxiety and autism 3.

This article demonstrates an experimental design in which whole-body animated characters are used in conjunction with functional magnetic resonance imaging (fMRI) to investigate the neural correlates of observing virtual social interactions.

观察虚拟社会交往中的神经关联的脑成像研究

The ability to gauge social interactions is crucial in the assessment of others&#x2019; intentions. Factors such as facial expressions and body language ...

科研

神经科学

A Networked Desktop Virtual Reality Setup for Decision Science and Navigation Experiments with Multiple Participants

Investigating the interactions among multiple participants is a challenge for researchers from various disciplines, including the decision sciences and spatial cognition. With a local area network and dedicated software platform, experimenters can efficiently monitor the behavior of the participants that are simultaneously immersed in a desktop virtual environment and digitalize the collected data. These capabilities allow for experimental designs in spatial cognition and navigation research that would be difficult (if not impossible) to conduct in the real world. Possible experimental variations include stress during an evacuation, cooperative and competitive search tasks, and other contextual factors that may influence emergent crowd behavior. However, such a laboratory requires maintenance and strict protocols for data collection in a controlled setting. While the external validity of laboratory studies with human participants is sometimes questioned, a number of recent papers suggest that the correspondence between real and virtual environments may be sufficient for studying social behavior in terms of trajectories, hesitations, and spatial decisions. In this article, we describe a method for conducting experiments on decision-making and navigation with up to 36 participants in a networked desktop virtual reality setup (i.e., the Decision Science Laboratory or DeSciL). This experiment protocol can be adapted and applied by other researchers in order to set up a networked desktop virtual reality laboratory.

This paper describes a method for conducting multi-user experiments on decision-making and navigation using a networked computer laboratory.

面向多参与者的决策科学与导航实验的网络化桌面虚拟现实设置

Investigating the interactions among multiple participants is a challenge for researchers from various disciplines, including the decision sciences and ...

行为学

Spotlighting Customers' Visual Attention at the Stock, Shelf and Store Levels with the 3S Model

Several models of the in-store search process exist in the fields of retailing, marketing, and consumer-based research. The present article presents a new conceptualization of this search process, which captures customers&#8217; visual attention at three distinct levels of analysis: Stock, Shelf, and Store. We refer to this conceptualization as the 3S Model and illustrate its usefulness through three eye-tracking studies, one from each level of analysis. Our experimental examples, which range from manipulating certain stimuli on a single product (e.g., the placement of textual and pictorial packaging elements) to manipulating the entire shopping trip for customers during their stay in a store (e.g., through more or less specific shopping tasks), highlight the broad applicability of this alternative approach for understanding customers&#8217; in-store search behavior. Thus, our model can be seen as a helpful tool for researchers interested in how to conduct experimental eye-tracking studies that shed light on the perceptual processes preceding product choices and purchase decisions. The 3S Model is equally suitable in controlled lab conditions and under ecologically valid settings in the real retail environment. Furthermore, it can be used from the micro level, with a focus on the meaningful metrics on a particular product, through the intermediate level, with the emphasis on the area surrounding products in shelves and other in-store spaces, all the way to the macro level, examining customers&#8217; navigational paths throughout a store as a function of their shopping tasks, cognitive capacity, or ability to acquire in-store information.

This article presents a new conceptualization of the in-store search process, the 3S Model, which captures customers&#8217; visual attention at three distinct levels of analysis: Stock, Shelf, and Store. We illustrate the usefulness of our conceptualization through three eye-tracking studies, one from each level of analysis in the 3S Model.

利用3S 模型, 在库存、货架和商店级别突出客户的视觉关注

Several models of the in-store search process exist in the fields of retailing, marketing, and consumer-based research. The present article presents a new ...

Using a Virtual Reality Walking Simulator to Investigate Pedestrian Behavior

To cross a road successfully, individuals must coordinate their movements with moving vehicles. This paper describes use of a walking simulator in which people walk on a treadmill to intercept gaps between two moving vehicles in an immersive virtual environment. Virtual reality allows for a safe and ecologically varied investigation of gap crossing behavior. Manipulating the initial starting distance can further the understanding of a participant&#8217;s speed regulation while approaching a gap. The speed profile may be assessed for various gap crossing variables, such as initial distance, vehicle size, and gap size. Each walking simulation results in a position/time series that can inform how velocity is adjusted differently depending on the gap characteristics. This methodology can be used by researchers investigating pedestrian behavior and behavioral dynamics while employing human participants in a safe and realistic setting.

This protocol describes use of a walking simulator that serves as a safe and ecologically valid method to study pedestrian behavior in the presence of moving traffic.

使用虚拟现实步行模拟器调查行人行为

To cross a road successfully, individuals must coordinate their movements with moving vehicles. This paper describes use of a walking simulator in which ...

Measuring Engagement of Spectators of Social Digital Games

The goal of this methodology is to assess explicit and implicit measures of engagement of spectators during social digital games in a group of participants with motion tracking systems. In the context of games that are not confined within a screen, measuring the different dimensions of engagement such as physiological arousal can be challenging. The focus of the study is made on the spectators of the game and the differences in their engagement according to interactivity. Engagement is measured with physiological and self-reported arousal, as well as an engagement questionnaire at the end of the experiment. Physiological arousal is measured with electrodermal activity (EDA) sensors that record the data on a portable device (EDA box). Portability was essential because of the nature of the game, which is akin to a life-size pong and includes many participants that move. To have an overview of the events of the game, three cameras are used to film three angles of the playing field. To synchronize the EDA data with events happening in the game, boxes with digital numbers are used and put in the frames of cameras. Signals are sent from a sync box simultaneously to the EDA boxes and to light boxes. The light boxes show the synchronization numbers to the cameras, and the same numbers are also logged on the EDA data file. That way, it is possible to record EDA of many people that move freely in a large space and synchronize this data with events in the game. In our particular study, we were able to assess the differences in arousal for the different conditions of interactivity. One of the limitations of this method is that the signals cannot be sent farther than 20 meters away. This method is, therefore, appropriate for recording physiological data in games with an unlimited number of players but is restricted to a limited space.

We propose a methodology that enables measuring engagement of spectators in a social digital game combining physiological and self-reported data. As this digital game involves a group of freely moving people, the experience is filmed using a synchronizing technique that links physiological data with events in the game.

衡量社交数字游戏观众的参与度

The goal of this methodology is to assess explicit and implicit measures of engagement of spectators during social digital games in a group of ...

Usability Evaluation of Augmented Reality: A Neuro-Information-Systems Study

This study introduces an experimental paradigm for a usability test of emerging technologies in a management information system (MIS). The usability test included both subjective and objective evaluations. For the subjective evaluation, a usability questionnaire and a NASA-TLX scale were adopted. For the objective evaluation, methods of Neuro-Information-Systems (NeuroIS) were used. From a NeuroIS perspective, this study used mobile fNIRS and eye tracking glasses for multimodal measurements, which solved the problem of ecological validity of cognitive neuroscience tools used in real-world behavior experiments. This study used Augmented Reality (AR) integrated into the Internet of Things (IoT) as an experimental object. Comparing the differences in the neuroimaging data, the physiological data, the usability questionnaire, and the NASA-TLX scale data between the two information-search modes (AR versus a website), information search with AR had a higher efficiency and a lower cognitive load compared with information search with a website during the process of consumption decision-making. The usability experiment results demonstrate that AR, as an emerging technology in retail, can effectively enhance consumer experiences and increase their purchase intention. The experimental paradigm, combining both subjective and objective evaluations in this study, could be applied to a usability test for emerging technologies, such as augmented reality, virtual reality, artificial intelligence, wearable technology, robotics, and big data. It provides a practical experimental solution for the user experience in human-computer-interactions with the adoption of emerging technologies.

This study presents an experimental paradigm for&#160;a&#160;usability test combining subjective and objective evaluations. The objective evaluation adopted Neuro-Information-Systems (NeuroIS) methods, and the subjective evaluation adopted a usability questionnaire and a NASA-Task Load Index (NASA-TLX) scale.

增强现实的可用性评估:神经信息系统研究

This study introduces an experimental paradigm for a usability test of emerging technologies in a management information system (MIS). The usability test ...

The Immersive Cleveland Clinic Virtual Reality Shopping Platform for the Assessment of Instrumental Activities of Daily Living

A decline in the performance of instrumental activities of daily living (IADLs) has been proposed as a prodromal marker of neurological disease. Existing clinical and performance-based IADL assessments are not feasible for integration into clinical medicine. Virtual reality (VR) is a powerful yet underutilized tool that could advance the diagnosis and treatment of neurological disease. An impediment to the adoption and scaling of VR in clinical neurology is VR-related sickness resulting from sensory inconsistencies between the visual and vestibular systems (i.e., locomotion problem).
The Cleveland Clinic Virtual Reality Shopping (CC-VRS) platform attempts to solve the locomotion problem by coupling an omnidirectional treadmill with high-resolution VR content, enabling the user to physically navigate a virtual grocery store to simulate shopping. The CC-VRS consists of Basic and Complex shopping experiences; both require walking 150 m and retrieving five items. The Complex experience has additional scenarios that increase the cognitive and motor demands of the task to better represent the continuum of activities associated with real-world shopping. The CC-VRS platform provides objective and quantitative biomechanical and cognitive outcomes related to the user&#39;s IADL performance. Initial data indicate that the CC-VRS results in minimal VR-sickness and is feasible and tolerable for older adults and patients with Parkinson&#39;s disease (PD). The considerations underlying the development, design, and hardware and software technology are reviewed, and initial models of integration into primary care and neurology are provided.

Virtual reality (VR) is a powerful yet underutilized approach to advance the diagnosis and treatment of neurological disease. The Cleveland Clinic Virtual Reality Shopping platform combines state-of-the-art VR content with an omnidirectional treadmill to quantify instrumental activities of daily living-a proposed prodromal marker of neurological disease.

沉浸式克利夫兰诊所虚拟现实购物平台，用于评估日常生活中的工具性活动

A decline in the performance of instrumental activities of daily living (IADLs) has been proposed as a prodromal marker of neurological disease. Existing ...

工程学

Electroencephalographic, Heart Rate, and Galvanic Skin Response Assessment for an Advertising Perception Study: Application to Antismoking Public Service Announcements

The evaluation of advertising, products, and packaging is traditionally performed through methods based on self-reports and focus groups, but these approaches often appear poorly accurate in scientific terms. Neuroscience is increasingly applied to the investigation of the neurophysiological bases of the perception of and reaction to commercial stimuli to support traditional marketing methods. In this context, a particular sector or marketing is represented by public service announcements (PSAs). The objective of this protocol is to apply electroencephalography (EEG) and autonomic signal analysis to study responses to selected antismoking PSAs. Two EEG indices were employed: the frontal alpha band EEG asymmetry (the Approach Withdrawal (AW) index) and the frontal theta (effort index). Furthermore, the autonomic Emotional Index (EI) was calculated, as derived from the Galvanic Skin Response (GSR) and Heart Rate (HR) signals. The present protocol describes a series of operational and computational steps required to properly estimate, through the aforementioned indices, the emotional and cerebral reaction of a group of subjects towards a selected number of antismoking PSAs. In particular, a campaign characterized by a symbolic communication style (classified as "awarded" on the basis of the prizes received by specialized committees) obtained the highest approach values, as estimated by the AW index. A spot and an image belonging to the same PSA campaign based on the "fear arousing appeal" and with a narrative/experiential communication style (classified as "effective" on the basis of the economical/health-related improvements promoted) reported the lowest and highest effort values, respectively. This is probably due to the complexity of the storytelling (spot) and to the immediateness of the image (a lady who underwent a tracheotomy). Finally, the same "effective" campaign showed the highest EI values, possibly because of the empathy induced by the testimonial and the explicitness of the message.

The following protocol describes a series of operational and computational steps required to properly estimate the emotional and cerebral reaction of a group of subjects towards a selected number of Public Service Announcements (PSAs) against smoking, aired in the USA and Europe during the period between 1998 and 2015.

脑电图, 心率和电皮肤反应评估为广告知觉研究: 应用到禁烟公共服务公告

The evaluation of advertising, products, and packaging is traditionally performed through methods based on self-reports and focus groups, but these ...

Buying Behavior

Assael&#39;s Consumer Buying Behavior model, by Henry Assael, categorizes consumer buying behavior into four types based on involvement and brand/product differences.
The four types of buying behavior are:
Complex Buying Behavior: This behavior occurs when there is a significant difference between brands. Consumers extensively research, compare brands, and evaluate product attributes before purchasing. Examples include buying a new car, a house, or other high-value products.
Dissonance-Reducing Buying Behavior: Consumers are highly involved, but brands have little perceived difference. Post-purchase, consumers may question their decision, seeking reassurance or additional information to alleviate doubts. Examples include electronic gadgets.
Habitual Buying Behavior: Consumers have low involvement and low perceived brand/product differentiation. Consumers often exhibit brand loyalty or habitual purchasing based on habit, convenience, or routine. Household items, groceries, or personal care products often fall into this category.
Variety-Seeking Buying Behavior: Low involvement and significant brand/product differences characterize this behavior. Consumers are not brand loyal and may seek variety for change or experimentation. Common in snack, fashion accessories, and entertainment product purchases.
Understanding buying behavior guides marketers in tailoring strategies. For complex buying, detailed information and brand differentiation are emphasized, while habitual buying emphasizes brand loyalty and convenience.