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The Influence of Shopping Carts on Customer Behavior in Grocery Stores

机译：购物车对杂货店顾客行为的影响

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摘要

This study reports on a new procedure for tracking the in-store behavior of customers, observed in two grocery stores located in a metropolitan area of a capital city in Europe. Shopping paths were gathered utilizing disguised human observations recorded on a tablet computer, which enabled the collection of both customer purchases and the locations where the shoppers stopped or parked their carts. The two stores differed with respect to their rather traditional and more modern layouts. This research focuses on the impact of store design on patrons' shopping cart parking behavior. Customers navigated more freely and conveniently in the modern store. Essentially, it was found that shopping cart parking behavior mediates the relationship between in-store movement and purchase behavior. In particular, shoppers parking carts during their store visit tended to buy more. This effect was more pronounced in the modern, free-flow store layout. In addition, the study presents the typical patterns of shopping behavior in different store areas. The findings are relevant from both a managerial and a methodological perspective.
机译：这项研究报告了一种跟踪顾客店内行为的新程序，该程序在位于欧洲首都城市圈的两家杂货店中观察到。利用平板电脑上记录的变相人类观察来收集购物路径，从而可以收集客户购买的商品以及购物者停下或停放购物车的位置。两家商店的传统和现代布局有所不同。这项研究的重点是商店设计对顾客购物车停车行为的影响。客户可以在现代商店中自由自在地导航。从本质上讲，人们发现购物车的停车行为可以调节店内移动与购买行为之间的关系。尤其是，购物者在逛商店期间停放手推车的购物者倾向于购买更多商品。这种效果在现代的自由流通商店布局中更为明显。此外，该研究还介绍了不同商店区域的典型购物行为模式。从管理和方法学的角度来看，这些发现都是相关的。

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  • 来源
    《Marketing》 |2014年第3期|165-175|共11页
  • 作者

    Udo Wagner; Claus Ebster; Ulrike Eske; Wolfgang Weitzl;

  • 作者单位

    University of Vienna, Department of Management, Oskar-Morgenstern-Platz 1, A-1090 Vienna, Austria;

    University of Vienna, Department of Management, Oskar-Morgenstern-Platz 1, A-1090 Vienna, Austria;

    University of Vienna, Department of Management, Oskar-Morgenstern-Platz 1, A-1090 Vienna, Austria;

    University of Vienna, Department of Management, Oskar-Morgenstern-Platz 1, A-1090 Vienna, Austria;

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  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类
  • 关键词

    retailing; in-store behavioral data; customer tracking; shopping carts;

    机译：零售;店内行为数据;客户跟踪;购物车;

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