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Shop area visit ratio, stay time, and sales outcomes: In-depth analysis based on RFID data

机译:商店区域访问比率,停留时间和销售结果:基于RFID数据的深入分析

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Prior research identifies that "visit" and "stay" relate positively to individual's purchase outcome. However, the mechanism that how do these two factors affect sales outcomes at an aggregated level is still unclear. This study posits that shop area visit ratio leads to sales outcomes through the effects on stay time, and the influence paths of shop area visit ratio and stay time on sales outcomes differ across products. To further clarify the mechanism, we propose a mediation model, to study how shop area visit ratio and stay time affect purchasers ratio and purchase volume. The data in our study are used from ratio frequency identification (RFID) technology, and matched with point-of-sale (POS) data. The major result suggests that for "selected products", the two sales outcomes (i.e., purchasers ratio and purchase volume) are mainly determined by stay time, while for "planned products", which depends more on shop area visit ratio than stay time. This finding can help retailers to visualize the process of customers' in-store shopping, and to better understand the importance of shop area visit ratio and stay time.
机译:先前的研究确定了“访问”和“留下”与个人的购买结果相比呈积极关系。但是,这两个因素在汇总水平上如何影响销售结果的机制仍然不明确。本研究占据了商店地区的销售结果,通过对停留时间的影响,以及商店区域的影响路径和销售结果的停留时间不同。为了进一步澄清机制,我们提出了一个调解模型,研究商店区域访问比率如何以及停留时间影响购买者的比率和购买量。我们研究中的数据用于比率频率识别(RFID)技术,并与销售点(POS)数据相匹配。主要结果表明,对于“选定的产品”,两个销售结果(即购买者比例和购买量)主要是通过停留时间确定的,而“计划产品”,这在店面访问比率比停留时间更多。这一发现可以帮助零售商可视化客户店内购物的过程,并更好地了解商店区域访问比率和停留时间的重要性。

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