Purpose

This research analyses the searching, interacting and purchasing behavior of shoppers seeking semidurable and fast-moving consumer goods in an immersive virtual reality (VR) store, showing how physical examinations and visual inspections relate to purchases.

Design/methodology/approach

Around 60 participants completed two forced-purchase tasks using a head-mounted display with visual and motor-tracking systems. A second study using a pictorial display of the products complemented the VR study.

Findings

The findings indicate differences in shopping behavior for the two product categories, with semidurable goods requiring greater inspection and deliberation than fast-moving consumer goods. In addition, visual inspection of the shelf and products was greater than a physical examination through virtual handling for both product categories. The paper also presents relationships between visual inspections and product interactions during the searching stage of purchase decisions.

Originality/value

The research consists of two types of implicit measures in this study: eye-tracking and hand-product interactions. This study reveals the suitability of implicit measures for evaluating consumer behavior in VR stores.

中文翻译：

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视觉注意力和产品交互：关于虚拟商店中两种产品类别购买的神经科学研究

目的

本研究分析了购物者在沉浸式虚拟现实 (VR) 商店中寻找半耐用和快速消费品的搜索、互动和购买行为，展示了体检和目视检查与购买之间的关系。

设计/方法论/途径

大约 60 名参与者使用带有视觉和运动跟踪系统的头戴式显示器完成了两项强制购买任务。第二项研究使用产品图片展示来补充 VR 研究。

发现

调查结果表明，这两种产品类别的购物行为存在差异，半耐用品比快速消费品需要更多的检查和深思熟虑。此外，对于这两个产品类别，对货架和产品的目视检查优于通过虚拟处理进行的物理检查。本文还介绍了在购买决策的搜索阶段视觉检查与产品交互之间的关系。

原创性/价值

该研究包括两种类型的隐性测量：眼球追踪和手产品交互。这项研究揭示了隐性测量方法对于评估 VR 商店中消费者行为的适用性。