An Examination of Social Influence on Shopper Behavior Using Video Tracking Data

  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},
  pages={24 - 41}
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… 

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