著者らは、財政的支援のため、タイ王国政府、欧州地域開発基金、オランダのGelderlandとOverijssel（グラント番号2011P017004）を認めたいと考えています。論文の内容は、著者の見解だけを反映しています。著者は、Noldus情報技術のGreenDinoとTobias HeffelaarのAndrea Poelstraの技術的な話題に関する貴重なご意見をお寄せいただきありがとうございます。

<ol>
	<li>Gorini, A., Griez, E., Petrova, A., Riva, G. <a target="_blank" href="http://www.ncbi.nlm.nih.gov/entrez/query.fcgi?db=PubMed&cmd=Search&doptcmdl=Citation&defaultField=Title+Word&term=Assessment+of+the+emotional+responses+produced+by+exposure+to+real+food,+virtual+food+and+photographs+of+food+in+patients+affected+by+eating+disorders.">Assessment of the emotional responses produced by exposure to real food, virtual food and photographs of food in patients affected by eating disorders.</a> Ann Gen Psychiatry. 9 (1), 30-39 (2010).</li><li>Sutherland, I. E. <a target="_blank" href="http://www.ncbi.nlm.nih.gov/entrez/query.fcgi?db=PubMed&cmd=Search&doptcmdl=Citation&defaultField=Title+Word&term=The+ultimate+display.">The ultimate display.</a> Proceedings of the IFIP Congress. 65 (2), 506-508 (1965).</li><li>Steuer, J. <a target="_blank" href="http://www.ncbi.nlm.nih.gov/entrez/query.fcgi?db=PubMed&cmd=Search&doptcmdl=Citation&defaultField=Title+Word&term=Defining+virtual+reality:+Dimensions+determining+telepresence.">Defining virtual reality: Dimensions determining telepresence.</a> J. Commun. 42 (4), 73-93 (1992).</li><li>Witmer, B. G., Singer, M. J. <a target="_blank" href="http://www.ncbi.nlm.nih.gov/entrez/query.fcgi?db=PubMed&cmd=Search&doptcmdl=Citation&defaultField=Title+Word&term=Measuring+presence+in+virtual+environments:+A+presence+questionnaire.">Measuring presence in virtual environments: A presence questionnaire.</a> Presence. 7 (3), 225-240 (1998).</li><li>Ba&#241;os, R. M., Botella, C., Garcia-Palacios, A., Villa, H., Perpi&#241;a, C., Alca&#241;iz, M. <a target="_blank" href="http://www.ncbi.nlm.nih.gov/entrez/query.fcgi?db=PubMed&cmd=Search&doptcmdl=Citation&defaultField=Title+Word&term=Presence+and+Reality+Judgment+in+Virtual+Environments:+A+Unitary+Construct.">Presence and Reality Judgment in Virtual Environments: A Unitary Construct.</a> Cyberpsychol Behav. 3 (3), 327-335 (2004).</li><li>Lessiter, J., Freeman, J., Keogh, E., Davidoff, J. <a target="_blank" href="http://www.ncbi.nlm.nih.gov/entrez/query.fcgi?db=PubMed&cmd=Search&doptcmdl=Citation&defaultField=Title+Word&term=A+cross-media+presence+questionnaire:+The+ITC-Sense+of+Presence+Inventory.">A cross-media presence questionnaire: The ITC-Sense of Presence Inventory.</a> Presence-Teleop Virt. 10 (3), 282-297 (2001).</li><li>Witmer, B. G., Singer, M. J. <a target="_blank" href="http://www.ncbi.nlm.nih.gov/entrez/query.fcgi?db=PubMed&cmd=Search&doptcmdl=Citation&defaultField=Title+Word&term=Measuring+presence+in+virtual+environments:+A+presence+questionnaire.">Measuring presence in virtual environments: A presence questionnaire.</a> Presence. 7 (3), 225-240 (1998).</li><li>Slater, M. <a target="_blank" href="http://www.ncbi.nlm.nih.gov/entrez/query.fcgi?db=PubMed&cmd=Search&doptcmdl=Citation&defaultField=Title+Word&term=Place+illusion+and+plausibility+can+lead+to+realistic+behaviour+in+immersive+virtual+environments.">Place illusion and plausibility can lead to realistic behaviour in immersive virtual environments.</a> Phil. Trans. R. Soc. B. 364 (1535), 3549-3557 (2009).</li><li>Zygouris, S., et al. <a target="_blank" href="http://www.ncbi.nlm.nih.gov/entrez/query.fcgi?db=PubMed&cmd=Search&doptcmdl=Citation&defaultField=Title+Word&term=Can+a+virtual+reality+cognitive+training+application+fulfill+a+dual+role?+Using+the+virtual+supermarket+cognitive+training+application+as+a+screening+tool+for+mild+cognitive+impairment.">Can a virtual reality cognitive training application fulfill a dual role? Using the virtual supermarket cognitive training application as a screening tool for mild cognitive impairment.</a> J. Alzheimers Dis. 44 (4), 1333-1347 (2015).</li><li>Waterlander, W. E., Mhurchu, C. N., Steenhuis, I. H. M. <a target="_blank" href="http://www.ncbi.nlm.nih.gov/entrez/query.fcgi?db=PubMed&cmd=Search&doptcmdl=Citation&defaultField=Title+Word&term=Effects+of+a+price+increase+on+purchases+of+sugar+sweetened+beverages.+Results+from+a+randomized+controlled+trial.">Effects of a price increase on purchases of sugar sweetened beverages. Results from a randomized controlled trial.</a> Appetite. 78, 32-39 (2014).</li><li>Waterlander, W. E., Steenhuis, I. H., de Boer, M. R., Schuit, A. J., Seidell, J. C. <a target="_blank" href="http://www.ncbi.nlm.nih.gov/entrez/query.fcgi?db=PubMed&cmd=Search&doptcmdl=Citation&defaultField=Title+Word&term=The+effects+of+a+25%+discount+on+fruits+and+vegetables:+Results+of+a+randomized+trial+in+a+three-dimensional+web-based+supermarket.">The effects of a 25% discount on fruits and vegetables: Results of a randomized trial in a three-dimensional web-based supermarket.</a> Int J Behav Nutr Phys Act. 9 (1), 11-22 (2012).</li><li>Waterlander, W. E., et al. <a target="_blank" href="http://www.ncbi.nlm.nih.gov/entrez/query.fcgi?db=PubMed&cmd=Search&doptcmdl=Citation&defaultField=Title+Word&term=Study+protocol:+combining+experimental+methods,+econometrics+and+simulation+modelling+to+determine+price+elasticities+for+studying+food+taxes+and+subsidies+(The+Price+ExaM+Study).">Study protocol: combining experimental methods, econometrics and simulation modelling to determine price elasticities for studying food taxes and subsidies (The Price ExaM Study).</a> BMC Public Health. 16 (1), 601-614 (2016).</li><li>Kim, A. E., et al. <a target="_blank" href="http://www.ncbi.nlm.nih.gov/entrez/query.fcgi?db=PubMed&cmd=Search&doptcmdl=Citation&defaultField=Title+Word&term=Influence+of+Point-of-Sale+Tobacco+Displays+and+Graphic+Health+Warning+Signs+on+Adults:+Evidence+From+a+Virtual+Store+Experimental+Study.">Influence of Point-of-Sale Tobacco Displays and Graphic Health Warning Signs on Adults: Evidence From a Virtual Store Experimental Study.</a> Am J Public Health. 104 (5), 888-895 (2014).</li><li>van Herpen, E., Immink, V., van Den Puttelaar, J. <a target="_blank" href="http://www.ncbi.nlm.nih.gov/entrez/query.fcgi?db=PubMed&cmd=Search&doptcmdl=Citation&defaultField=Title+Word&term=Organics+unpacked:+The+influence+of+packaging+on+the+choice+for+organic+fruits+and+vegetables.">Organics unpacked: The influence of packaging on the choice for organic fruits and vegetables.</a> Food Qual Prefer. 53, 90-96 (2016).</li><li>Ducrot, P., et al. <a target="_blank" href="http://www.ncbi.nlm.nih.gov/entrez/query.fcgi?db=PubMed&cmd=Search&doptcmdl=Citation&defaultField=Title+Word&term=Impact+of+Different+Front-of-Pack+Nutrition+Labels+on+Consumer+Purchasing+Intentions:+A+Randomized+Controlled+Trial:+A+Randomized+Controlled+Trial.">Impact of Different Front-of-Pack Nutrition Labels on Consumer Purchasing Intentions: A Randomized Controlled Trial: A Randomized Controlled Trial.</a> Am J Prev Med. 50 (5), 627-636 (2015).</li><li>van Herpen, E., Pieters, R., Zeelenberg, M. <a target="_blank" href="http://www.ncbi.nlm.nih.gov/entrez/query.fcgi?db=PubMed&cmd=Search&doptcmdl=Citation&defaultField=Title+Word&term=When+demand+accelerates+demand:+Trailing+the+bandwagon.">When demand accelerates demand: Trailing the bandwagon.</a> J Consum Psychol. 19 (3), 302-312 (2009).</li><li>Berneburg, A. <a target="_blank" href="http://www.ncbi.nlm.nih.gov/entrez/query.fcgi?db=PubMed&cmd=Search&doptcmdl=Citation&defaultField=Title+Word&term=Interactive+3D+simulations+in+measuring+consumer+preferences:+Friend+or+foe+to+test+results.">Interactive 3D simulations in measuring consumer preferences: Friend or foe to test results.</a> J. interact. advert. 8 (1), 1-13 (2007).</li><li>van Herpen, E., van den Broek, E., van Trijp, H. C., Yu, T. <a target="_blank" href="http://www.ncbi.nlm.nih.gov/entrez/query.fcgi?db=PubMed&cmd=Search&doptcmdl=Citation&defaultField=Title+Word&term=Can+a+virtual+supermarket+bring+realism+into+the+lab?+Comparing+shopping+behavior+using+virtual+and+pictorial+store+representations+to+behavior+in+a+physical+store.">Can a virtual supermarket bring realism into the lab? Comparing shopping behavior using virtual and pictorial store representations to behavior in a physical store.</a> Appetite. 107, 196-207 (2016).</li><li>Khan, V. -. J., Nuijten, K. C., Desl&#233;, N. <a target="_blank" href="http://www.ncbi.nlm.nih.gov/entrez/query.fcgi?db=PubMed&cmd=Search&doptcmdl=Citation&defaultField=Title+Word&term=Pervasive+Application+Evaluation+within+Virtual+Environments.">Pervasive Application Evaluation within Virtual Environments.</a> Proc. PECCS. , 261-264 (2011).</li><li>Rebelo, F., Duarte, E., Noriega, P., Soares, M. M., Karwowski, W., Soares, M. M., Stanton, N. A. <a target="_blank" href="http://www.ncbi.nlm.nih.gov/entrez/query.fcgi?db=PubMed&cmd=Search&doptcmdl=Citation&defaultField=Title+Word&term=Virtual+reality+in+consumer+product+design:+Methods+and+applications.">Virtual reality in consumer product design: Methods and applications.</a> Human factors and ergonomics in consumer product design. , 381-402 (2011).</li><li>Ruppert, B. <a target="_blank" href="http://www.ncbi.nlm.nih.gov/entrez/query.fcgi?db=PubMed&cmd=Search&doptcmdl=Citation&defaultField=Title+Word&term=New+directions+in+the+use+of+virtual+reality+for+food+shopping:+Marketing+and+education+perspectives.">New directions in the use of virtual reality for food shopping: Marketing and education perspectives.</a> J Diabetes Sci Technol. 5 (2), 315-318 (2011).</li><li>Waterlander, W., Mhurchu, C. N., Steenhuis, I., Xinxing, T. <a target="_blank" href="http://www.ncbi.nlm.nih.gov/entrez/query.fcgi?db=PubMed&cmd=Search&doptcmdl=Citation&defaultField=Title+Word&term=The+use+of+virtual+reality+in+studying+complex+interventions+in+our+every-day+food+environment.">The use of virtual reality in studying complex interventions in our every-day food environment.</a> Virtual reality-Human computer interaction. , 231-260 (2012).</li><li>Waterlander, W. E., Jiang, Y., Steenhuis, I. H. M., Mhurchu, C. N. <a target="_blank" href="http://www.ncbi.nlm.nih.gov/entrez/query.fcgi?db=PubMed&cmd=Search&doptcmdl=Citation&defaultField=Title+Word&term=Using+a+3D+virtual+supermarket+to+measure+food+purchase+behavior:+A+validation+study.">Using a 3D virtual supermarket to measure food purchase behavior: A validation study.</a> J Med Internet Res. 17 (4), (2015).</li><li>Mikkelsen, B., H&#248;eg, E., Mangano, L., Serafin, S. <a target="_blank" href="http://www.ncbi.nlm.nih.gov/entrez/query.fcgi?db=PubMed&cmd=Search&doptcmdl=Citation&defaultField=Title+Word&term=The+Virtual+Foodscape+Simulator-gaming,+designing+and+measuring+food+behaviour+in+created+food+realities.">The Virtual Foodscape Simulator-gaming, designing and measuring food behaviour in created food realities.</a> Proc Meas Behav 2016. , (2016).</li></ol>

著者は何も開示することはない。

バーチャルストアは、人々が現実に近い物体を体験し反応することができる仮想環境を作り出すために開発された、より高度なコンピュータ技術の1つです。一般に、デスクトップ仮想ストアは、理解するのに短時間を要するユーザーフレンドリーなインターフェースで構成されています。しかし、いくつかの重要な点を考慮する必要があります。まず、バーチャルストアを構築する際の出発...

効果的な小売りマーケティングを達成するためには、消費者の店内行動を理解することが非常に重要であることは否定できない。この理解を助けるために、仮想ストアと呼ばれる高度なバーチャルリアリティテクノロジを使用すると、計算で作成された仮想環境を使用して消費者の行動を調べることができます。仮想店舗アプローチでは、仮想現実システムを使用して、人々が店舗内のオブジェクトとやりとりする現実的で没入型の3次元仮想店舗環境を生成します。このような仮想店舗環境では、人は人工的に作成された感覚体験を経験する。仮想ストア環境は、現実に存在するストア環境、または仮想ストア環境の現実的な表現のいずれかになります。また、仮想店舗は、制御されたフィールド実験（ すなわち、伝統的な消費者調査の中間的なツール（ すなわち、テキストベースの調査、フォーカスグループ、またはラボ実験）として見ることができます模擬店の環境）、およびフィールド調査（ すなわち、ビデオキャプチャ、個人的な観察、または製品の販売促進のテスト）で1。 バーチャルリアリティアプリケーションには、かなりの研究履歴があります。早くも1965年に、サザーランド2は音と触覚フィードバックを提供する仮想世界を含む彼の「究極のディスプレイ」コンセプトを述べました。もともと、注意が主に技術的なハードウェアに焦点を当てたが、これは仮想現実システムの影響への洞察を提供しないよう、注意が人間の経験3、4に移行しました。コンピュータ生成世界にいるの感覚「の存在は、」結果的に仮想現実体験5、6への鍵となっています。プレゼンスは、「環境にいることの主観的な経験」と定義されている一つは物理的に別に位置されたとき」。7この観点から、 『臨場感』とは、参加者から取得され、人が彼を知覚/自身が環境になるようにする程度のことをいうことができる。あるいは、スレーター8 PIは「錯視」（PI）と「幻想錯視」（Psi）と呼ばれる存在感と浸水の概念を区別していますPIは実際の場所にいる感覚を持っています。参加者が自分の知覚や環境を変えるために行うことができる反応（ 例えば、頭や目を動かして注視方向を変えたり、オブジェクトをつかむなど）をすることができます。同等の物理的環境で期待される応答と比較して、仮想現実システムは、仮想現実で知覚されるものをそれが実際に起こっているという幻想。 Psiにつながる重要な要素は、参加者が直接的なコントロールを持たない仮想環境内の事象が直接自分自身を参照するという幻覚を、仮想現実が提供することである。 Psiは、外部から発生したバーチャルリアリティの変化に応じて人々が明示する行動や反応をたどることで測定できます。例えば、仮想環境でアバターを見たときに人々の心拍数が増加すると、これは現実世界と同様の反応を示す可能性があります。したがって、この仮想現実システムは高いPsiを提供する。 バーチャルストア技術は、いくつかの目的を果たすためにビジネスおよび学術に導入されました。これは管理援助として、例えば企業のカテゴリ管理者が製品の棚番計画を策定するのを支援するために使用することができます。バーチャルストアはまた、患者のための食物に対する感情反応を測定するために、臨床的な設定でその使用を有する摂食障害1または軽度認知障害のスクリーニングツール9 。研究における仮想店舗のより一般的な使用は、しかし、そのような価格は、販売時点ディスプレイ13の10、11、12、異なる設定を変更するなどの店舗環境の変化に消費者に店舗行動および消費者の応答を評価することです異なる包装オプション14 、製品パッケージ15の裏面の異なる栄養ラベル、および在庫レベル16を含む 。さらに、バーチャルストアは、現在、子供の間で健康的な食生活を刺激するために、公衆衛生介入の作成とテストを支援するために使用されています17 。以前に述べたさまざまな利点のために、仮想ストア技術とハードウェアは急速に発展しています。したがって、この論文では、人間一般的にバーチャルリアリティを使用して研究の本質的要素を説明し、説明します。現在の仮想店舗システムから得られたすべての重要な情報が実証されます。 現在利用可能な仮想店舗システムは、1）非没入型（ 例えばデスクトップ型）、2）半没入型（ 例えば投影型、CAVEシステム）、3）完全没入型（ 例えばヘッドマウントディスプレイ）。各システムは、サポートシステムに応じて、浸水、存在、PI、およびPsiの異なるレベルをもたらす可能性があります。しかし、浸漬、存在感、PI、およびPsiの尺度は、各システムがサポートする特定の感覚運動偶発事象に結びついているため、異なるシステム間でのこれらの指標の比較は不可能とみなされている8 。近年、デスクトップ仮想ストアが注目を集めており、ますます研究に使用されています。仮想店舗はプロミスとみなされていますが店舗内の消費者行動研究のツールとして、そのような仮想店舗をどのように使用するかに関する専門知識が、タイムリーで正確な実験の準備と実施を確実にするために必要です。しかし、現在までに、バーチャルストア実験を行う手順を包括的に記述した報告された研究は非常に少ない。したがって、この作業は、デスクトップ仮想ストアを使用して消費者の研究を行うためのプロトコルを記述することを目的としています。これは非常に重要です。 一般的に、仮想店舗での調査には、1）仮想環境を表示する機器、2）研究者が仮想環境を構築できるようにするエディタプログラム、3）調査対象の仮想表現（ 例えば 、 4）仮想環境をナビゲートして選択を行うための消費者インタフェース、5）データ収集自体を実行する手順、および6）データ記憶および分析を容易にするデータ管理システム。これらのほとんどバーチャルショップ会社とプログラマーによって管理される可能性が高い。研究者は、1）エディタプログラムで実験用の小売店を作成する方法、2）コンシューマインターフェイスでデータ収集を実行する方法、3）データ管理プログラムのすべての出力を整理し、統計プログラムに入れる。現在の論文では、デスクトップ仮想ストアで実験を行うための詳細なプロトコル手順を示して、この情報に対処します。さらに、消費者研究で仮想店舗を使用する利点と限界について説明します。このペーパーで説明されている詳細なプロトコルは、研究者が仮想店舗の研究を開始し、実施するのに役立ちます。 本論文で使用したデスクトップ仮想店舗は、（液晶ディスプレイ（LCD）スクリーン、3次元（3D）スペースナビゲータ、マウス、キーボード、 すなわち、パーソナルコンピュータ（PC））とソフトウェア（ すなわち、ハードウェアが必要です店を設計する3Dバーチャルストアで消費者のように買い物する）。この特定のシステムは、以前の研究14、18で使用されてきました。

<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

店内の消費者の行動を理解するには、製品や選択された環境に対する人々の反応が重要です。現在、そこに店内の行動を研究するために様々なアプローチ（ 例えば、調査や実験室の設定）があるが、これらの外的妥当性は、現実的な選択肢環境に似せて自分が悪いの能力によって制限されています。さらに、望ましくない影響を制御しながら実験条件に合うように実際の店舗を建設することは、費用がかかり、非常に困難である。バーチャルリアリティ技術によって開発されたバーチャルストアは、3Dバーチャルストア環境のシミュレーションを現実的で柔軟性がありコスト効率の高い方法で提供することによって、これらの限界を潜在的に超えている可能性があります。特に、仮想ストアは対話的に消費者（参加者）が厳密に制御された現実的な設定でオブジェクトを体験し対話することを可能にする。このホワイトペーパーでは、店内の消費者行動を調査するためにデスクトップ仮想ストアを使用する際の重要な要素について説明します。 Descr1）実験的ストアを構築する、2）データ管理プログラムを準備する、3）仮想ストア実験を実行する、4）データ管理プログラムからデータを構成してエクスポートするためのプロトコルステップの候補が提示される。仮想ストアを使用すると、参加者はストアをナビゲートし、代替製品を選択し、製品を選択または返品することができます。さらに、消費者関連のショッピング行動（ 例えば、ショッピング時間、歩行速度、調査され購入された製品の数およびタイプ）も収集することができる。このプロトコルは、棚の長さおよび棚の向きがショッピングおよび動作に関連する挙動に影響を及ぼすことを示す店舗レイアウト実験の例を示している。これは、仮想店舗の利用が消費者の反応の調査を容易にすることを示している。バーチャルストアは、現実的に高価であるか困難な要因（ 例えば 、店舗全体のレイアウト）、現在利用可能でない製品使い慣れた環境で動作をルーチン化しました。

3つの42インチLCDスクリーンを備えたPCを使用して表示された仮想店舗は、スーパーマーケットレイアウトが消費者の買い物行動（ 例えば、総ショッピング時間、移動時間および速度、検査された製品の総数、購入した製品）と知覚されるショッピング体験。バーチャルストアは、研究者が店舗の棚の属性（ すなわち、棚の長さおよびシェルフの向き）?...

Watch this Scientific Journal Video about Using a Virtual Store As a Research Tool to Investigate Consumer In-store Behavior at JoVE.com

消費者の店内行動を調査する調査ツールとしての仮想店舗の使用 |ビデオ

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

このホワイトペーパーでは、店舗内の消費者行動を調査するための仮想ショッピング環境の作成にデスクトップ仮想ストアを使用する方法について説明します。実験を構築して実行するプロトコルの説明、店舗レイアウトに関する実験の結果の例、仮想店舗実験を実施する際の重要な考慮事項について説明します。

消費者の店内行動を調査するためのリサーチツールとしての仮想ストアの使用

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

using-virtual-store-as-research-tool-to-investigate-consumer-store

Education

Research

JoVE Core

JoVE Journal

Statistics

Biology

Behavior

Ecology

Unit 1

Understanding Statistics

SCIENTISTS IN ACTION

11.3K ビュー.  Wageningen University and Research. このホワイトペーパーでは、店舗内の消費者行動を調査するための仮想ショッピング環境の作成にデスクトップ仮想ストアを使用する方法について説明します。実験を構築して実行するプロトコルの説明、店舗レイアウトに関する実験の結果の例、仮想店舗実験を実施する際の重要な考慮事項について説明します。 

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

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.

意思決定科学の複数の参加者とナビゲーション実験ネットワーク デスクトップ仮想現実のセットアップ

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

行動学

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.

3S モデルで在庫、棚、店舗のレベルで顧客の視覚的な注意をスポットライト

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 ...

Methods for Presenting Real-world Objects Under Controlled Laboratory Conditions

Our knowledge of human object vision is based almost exclusively on studies in which the stimuli are presented in the form of computerized two-dimensional (2-D) images. In everyday life, however, humans interact predominantly with real-world solid objects, not images. Currently, we know very little about whether images of objects trigger similar behavioral or neural processes as do real-world exemplars. Here, we present methods for bringing the real-world into the laboratory. We detail methods for presenting rich, ecologically-valid real-world stimuli under tightly-controlled viewing conditions. We describe how to match closely the visual appearance of real objects and their images, as well as novel apparatus and protocols that can be used to present real objects and computerized images on successively interleaved trials. We use a decision-making paradigm as a case example in which we compare willingness-to-pay (WTP) for real snack foods versus 2-D images of the same items. We show that WTP increases by 6.6% for food items displayed as real objects versus high-resolution 2-D colored&#160;images of the same foods -suggesting that real foods are perceived as being more valuable than their images. Although presenting real object stimuli under controlled conditions presents several practical challenges for the experimenter, this approach will fundamentally expand our understanding of the cognitive and neural processes that underlie naturalistic vision.

We describe methods for presenting real-world objects and matched images of the same objects under tightly-controlled experimental conditions. The methods are described in the context of a decision-making task, but the same real-world approach can be extended to other cognitive domains such as perception, attention, and memory.

制御された実験室条件下で実世界の物体を提示する方法

Our knowledge of human object vision is based almost exclusively on studies in which the stimuli are presented in the form of computerized two-dimensional ...

Applying an eMASS Customization Program as a Research Tool to Evaluate Consumer Benefits

As many scholars and practitioners study personalization and relationship marketing, it is important to provide personalization such as mass customization through marketing technology. The purpose of this study is to examine how to conduct consumer research using an online survey and analysis of data. This study examines consumers&#39;&#160;perceived benefits while customizing a product as well as emotional product attachment, attitudes toward a customization program, and loyalty intentions in the context of online retailing. In addition, this study investigates how consumer responses are different based on individual characteristics such as fashion innovativeness. An online survey company in South Korea recruited 290 female apparel shoppers who purchased apparel online. To enhance external validity, this study used an existing retail website with a well-established mass customization program. After completing the customization program, participants complete the online questionnaire. Structural equation modeling (SEM) and latent mean analyses (LMAs) are then performed for analyses. This study stresses the importance of testing measurement invariance for mean comparisons. Before the SEM and LMA, this study follows the hierarchy of invariance tests (configural invariance test, metric invariance test, and scalar invariance test), which are not considered by traditional approaches such as ANOVA. These statistical analyses provide applicability of the invariance test procedures and LMA to consumer behaviors. The conclusions of mean differences have integrity and validity because they are guided by a sophisticated statistical procedure to ensure measurement invariance.

Presented here is a protocol to examine consumer responses toward mass customization in the context of online retailing. The protocol details the online survey procedure and how to analyze data using structural equation modeling and group differences using latent mean analyses.

消費者の利益を評価するための研究ツールとしてeMASSカスタマイズプログラムを適用する

As many scholars and practitioners study personalization and relationship marketing, it is important to provide personalization such as mass customization ...

Measuring Light-Switching Behavior Using an Occupancy and Light Data Logger

Due to discrepancies between self-reported and observed pro-environmental behavior, researchers suggest the use of more direct measures of behavior. Although direct behavioral observation may increase the external validity and generalizability of a study, it may be time-consuming and be subject to experimenter or observer bias. To address these issues, the use of data loggers as an alternative to natural observation can allow researchers to conduct broad studies without interrupting the participants&#39; naturally occurring behaviors. This article describes one of such tools&#8212;the occupancy and light data logger&#8212;with its technical description, deployment protocol, and information about its possible applications in psychological experiments. The results of testing the reliability of the logger in comparison to human observation is provided alongside an example of the gathered data during a 15-day measurement in public restroom (N = 1,148) that includes: 1) room occupancy changes; 2) indoor light changes; and 3) room occupancy time.

This article describes a procedure for using and deploying an occupancy and light data logger which allows collecting data about light-switching behavior of participants in field settings.

占有率と光データロガーを使用した光スイッチング動作の測定

Due to discrepancies between self-reported and observed pro-environmental behavior, researchers suggest the use of more direct measures of behavior. ...

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.

ソーシャルデジタルゲームの観客のエンゲージメントを測定する

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.

拡張現実感のユーザビリティ評価:神経情報システム研究

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.

没入型クリーブランドクリニックバーチャルリアリティショッピングプラットフォームは、日常生活の機器活動の評価のための

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

工学

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.

脳波、心拍数と広告認識のための皮膚電気反応評価研究: 禁煙の公共サービスの発表への応用

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

神経科学

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.

消費者の店内行動を調査するためのリサーチツールとしての仮想ストアの使用

要約

さらに動画を探す

意思決定科学の複数の参加者とナビゲーション実験ネットワークデスクトップ仮想現実のセットアップ

3S モデルで在庫、棚、店舗のレベルで顧客の視覚的な注意をスポットライト

制御された実験室条件下で実世界の物体を提示する方法

消費者の利益を評価するための研究ツールとしてeMASSカスタマイズプログラムを適用する

占有率と光データロガーを使用した光スイッチング動作の測定

ソーシャルデジタルゲームの観客のエンゲージメントを測定する

拡張現実感のユーザビリティ評価:神経情報システム研究

没入型クリーブランドクリニックバーチャルリアリティショッピングプラットフォームは、日常生活の機器活動の評価のための

脳波、心拍数と広告認識のための皮膚電気反応評価研究: 禁煙の公共サービスの発表への応用

購買行動

消費者の店内行動を調査するためのリサーチツールとしての仮想ストアの使用

要約

さらに動画を探す

意思決定科学の複数の参加者とナビゲーション実験ネットワーク デスクトップ仮想現実のセットアップ

3S モデルで在庫、棚、店舗のレベルで顧客の視覚的な注意をスポットライト

制御された実験室条件下で実世界の物体を提示する方法

消費者の利益を評価するための研究ツールとしてeMASSカスタマイズプログラムを適用する

占有率と光データロガーを使用した光スイッチング動作の測定

ソーシャルデジタルゲームの観客のエンゲージメントを測定する

拡張現実感のユーザビリティ評価:神経情報システム研究

没入型クリーブランドクリニックバーチャルリアリティショッピングプラットフォームは、日常生活の機器活動の評価のための

脳波、心拍数と広告認識のための皮膚電気反応評価研究: 禁煙の公共サービスの発表への応用

購買行動

意思決定科学の複数の参加者とナビゲーション実験ネットワークデスクトップ仮想現実のセットアップ