Understanding the Effect of In-Store Travel Distance and Point-of-Purchase Behavior on Unplanned Consideration, Purchase Conversion, and Unplanned Spending Using In-Store Video Tracking

市场营销系讲座

题目:Understanding the Effect of In-Store Travel Distance and Point-of-Purchase Behavior on Unplanned Consideration, Purchase Conversion, and Unplanned Spending Using In-Store Video Tracking

演讲人:Yanliu HUANG,美国Drexel大学LeBow商学院市场营销系助理教授

主持人:才凤艳,上海交通大学安泰经济与管理学院市场营销系助理教授

时间:2013年12月9日(周一)上午10:00-11:30

地点:北楼104室

讲座摘要:

Retailers and manufacturers are keenly interested in understanding the effect of shoppers’ in-store activities on unplanned spending, unplanned consideration, and purchase conversion, but data that capture in-store product consideration have been unavailable in the past. In the current research, we use in-store video tracking with build-in RFID to collect a novel data set that records the in-store travel path and shopping behavior at the point of purchase, including product consideration. In conjunction with an entrance survey of purchase intentions, we conduct several descriptive analyses that focus on the incidence, category propensity, behavioral characteristics, and outcome of unplanned consideration. The results reveal several new empirical insights. First, we find significant category-level complementarities between planned items and unplanned considerations. Second, planned consideration and unplanned consideration differ in key behavioral characteristics (e.g., likelihood of purchase, time of occurrence, number of product touches). Third, greater likelihood of purchase conversion is significantly associated with dynamic factors (e.g., remaining in-store slack, outcome of the previous consideration) and behavioral characteristics (e.g., number of displays viewed, distance to shelf, references to a shopping list). A second field experiment was conducted to assess the effectiveness of travel distance-oriented promotions and find that a coupon that required shoppers to travel farther from their planned path resulted in a substantial increase in unplanned spending ($21.29) over a coupon for an unplanned category near their planned path ($13.83). The results suggest that targeted promotions aimed at increasing in-store path length can increase unplanned spending. We conclude with a discussion of implications of these findings for research and shopper marketing.

 

演讲人简介:

Dr. Yanliu Huang is Assistant Professor of Marketing at the LeBow College of Business, Drexel University. She received her Ph.D. in Marketing from the Wharton School, University of Pennsylvania in 2009. Before joining Drexel in 2010, Dr. Huang was on Marketing Faculty at Chinese University of Hong Kong.

 

Dr. Huang’s research is about understanding consumer behavior and the consumer decision making process. Her research has specifically focused on three major areas: (1) consumer planning, (2) consumer memory, and (3) health marketing. For instance, in consumer planning, she tries to understand how people plan for repeated price search among multiple stores and what impacts consumer unplanned purchases in the store. She conducts both lab and field studies to examine external factors (e.g., in-store promotions) and consumer point-of-purchase activities (e.g., referencing in-store circular and interacting with store staff) that influence consumer planning. Dr. Huang’s research has been published in leading academic journals such as Journal of Consumer Research, Journal of Marketing Research, Journal of Marketing, and Organizational Behavior and Human Decision Processes. She also has won several research awards including Dean’s Excellence in Research Award at Drexel, research awards from Marketing Science Institute, and the best retail proposal award by Society of Marketing Advances.

 

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