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

@article{Zhang2014AnEO,
  title={An Examination of Social Influence on Shopper Behavior Using Video Tracking Data},
  author={Xiaoling Zhang and S. Li and R. Burke and A. Leykin},
  journal={Journal of Marketing},
  year={2014},
  volume={78},
  pages={24 - 41}
}
  • Xiaoling Zhang, S. Li, +1 author A. Leykin
  • Published 2014
  • Business
  • Journal of Marketing
  • 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… CONTINUE READING
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