Using a Virtual Store As a Research Tool to Investigate Consumer In-store BehaviorKunalai Ploydanai 1,2, Jos van den Puttelaar 1,3, Erica van Herpen 1,2, Hans van Trijp 1,2
1Wageningen University and Research, 2Marketing Consumer Behaviour Group, 3Wageningen Economic Research
This paper describes the use of a desktop virtual store to create virtual shopping environments to investigate in-store consumer behavior. A description of the protocol to build and run experiments, example results from an experiment concerning store layout, and important considerations when conducting virtual store experiments are presented.
