An Examination of Social Influence on Shopper Behavior Using Video Tracking Data | Semantic Scholar
@article{Zhang2014AnEO,
title={An Examination of Social Influence on Shopper Behavior Using Video Tracking Data},
author={Xiaoling Zhang and Shibo Li and Raymond R. Burke and Alex Leykin},
journal={Journal of Marketing},
year={2014},
volume={78},
pages={24 - 41},
url={https://api.semanticscholar.org/CorpusID:167351879}
}This research investigates how the social elements of a retail store visit affect shoppers’ product interaction and purchase likelihood. The research uses a bivariate model of the shopping process, implemented in a hierarchical Bayes framework, which models the customer and contextual factors driving product touch and purchase simultaneously. A unique video tracking database captures each shopper's path and activities during the store visit. The findings reveal that interactive social…