Mobile Eye-Tracking in Retail Research

Harwood, Tracy; Jones, Martin

doi:10.1007/978-3-319-02868-2_14

Cited by 13 publications

(11 citation statements)

References 57 publications

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“…Another form is eye tracking technology, which involves anonymously recording the consumers' eye movements' under naturalistic conditions to analyze what they look at and thereby ascertain which visual marketing stimuli are more effective. Eye tracking technology, facial recognition and video analytics are used to track what consumers' mood is, through the use of extremely sophisticated cameras with sharper lenses and data-processing (Henry, 2013;Wedel & Pieters, 2015;Harwood & Jones, 2014). Eye tracking can also be conducted in the online shopping context, either with a device attached to the computer screen or with mobile eye tracking glasses worn by the consumer (or more usually, a market research participant).…”

Section: Technology As a Tool To Track And Study The Consumermentioning

confidence: 99%

“…In particular, how might consumers' self-image or level of fashion leadership affect their motivation to use various forms of in-store digital technology? The development of new technologies for research, such as mobile eye tracking glasses, allows the collection of real-time naturalistic data (Harwood & Jones, 2014), which could then be triangulated with traditional self-reported forms of data from surveys or interviews.…”

Section: Future Research Directionsmentioning

confidence: 99%

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A Review of Consumer-Facing Digital Technologies Across Different Types of Fashion Store Formats

Bonetti

Perry

2017

Advances in Business Information Systems and Analytics

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Several current trends in the fashion retail and marketing landscape are associated with the ongoing digital revolution, including the increasing tendency for fashion retailers to adopt consumer-facing digital technologies across their online and physical store formats. Such technology helps improve the store environment by conferring a more engaging and stimulating shopping experience for consumers. This chapter provides a review of existing literature, supported by relevant industry reports and current examples from key players in the fashion retail sector, to provide a comprehensive analysis of different types of consumer-facing digital technology in various fashion store formats and how they impact on the overall shopping experience. The authors review a number of technologies including interactive touchscreens, RFID tags, beacon technology, magic mirrors and mobile apps, and consider how they are implemented in online stores, digitally enhanced stores, brand stores and pop-up stores in the fashion sector.

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Section: Technology As a Tool To Track And Study The Consumermentioning

confidence: 99%

Section: Future Research Directionsmentioning

confidence: 99%

A Review of Consumer-Facing Digital Technologies Across Different Types of Fashion Store Formats

Bonetti

Perry

2017

Advances in Business Information Systems and Analytics

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“…They found that product brand and flavor were the key drivers of visual interest. Huddleston et al [54] identified five studies that used packaged goods to link visual measures to actual product choice in the retail environment [7,9,19,43,55], but none involved gaze sequence analysis.…”

Section: Plos Onementioning

confidence: 99%

Seeing through the forest: The gaze path to purchase

et al. 2020

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Eye tracking studies have analyzed the relationship between visual attention to point of purchase marketing elements (price, signage, etc.) and purchase intention. Our study is the first to investigate the relationship between the gaze sequence in which consumers view a display (including gaze aversion away from products) and the influence of consumer (top down) characteristics on product choice. We conducted an in-lab 3 (display size: large, moderate, small) X 2 (price: sale, non-sale) within-subject experiment with 92 persons. After viewing the displays, subjects completed an online survey to provide demographic data, self-reported and actual product knowledge, and past purchase information. We employed a random forest machine learning approach via R software to analyze all possible three-unit subsequences of gaze fixations. Models comparing multiclass F1-macro score and F1micro score of product choice were analyzed. Gaze sequence models that included gaze aversion more accurately predicted product choice in a lab setting for more complex displays. Inclusion of consumer characteristics generally improved model predictive F1-macro and F1-micro scores for less complex displays with fewer plant sizes Consumer attributes that helped improve model prediction performance were product expertise, ethnicity, and previous plant purchases.

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“…Varnali and Toker (2010) studied trust, satisfaction, and loyalty in mobile marketing and consumer behaviour. Harwood and Jones (2014) argue that the competitive environment in retail with an increase in online offers highlight the need to better understand consumer behaviour in stores. Their mixed methods qualitative research design explores customers' movement in stores, considering the entire space of the store.…”

Section: Application Of Mobile Ethnographymentioning

confidence: 99%

Qualitative interpretive mobile ethnography

Muskat

Zehrer

2017

Anatolia

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A growing number of studies use mobile ethnography and mobile devices to collect data, yet studies reveal a lack of coherent definition and inconsistencies in validity criteria. We draw on relevant literature from tourism, health and retail, and connect research designs utilizing mobile ethnographic methods. We show how these existing studies capture mobilities and social phenomena in boundaryless dynamic settings, allowing researchers to co-create knowledge with their participants. As a result, we offer a framework for mobile ethnography, consisting of four explanatory dimensions: the role of the researcher; focus of research; data collection and tools; and data analysis. Our methodological contribution specifies validity criteria and derives concrete implications for research practices in qualitative interpretive mobile ethnography

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Mobile Eye-Tracking in Retail Research

Cited by 13 publications

References 57 publications

A Review of Consumer-Facing Digital Technologies Across Different Types of Fashion Store Formats

A Review of Consumer-Facing Digital Technologies Across Different Types of Fashion Store Formats

Seeing through the forest: The gaze path to purchase

Qualitative interpretive mobile ethnography

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