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

DOI :

10.3791/55719-v

July 24th, 2017

July 24th, 2017

11,076 Views

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.

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Virtual Store

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