This study explores the application of signal detection theory to the analysis of consumers’ product-locating behavior. Two research questions are addressed: (1) whether characteristics of the shopping environment, including external memory aids and store layout, affect signal-detection statistics and (2) whether the signal-detection statistics can be predicted from subjective measures of shopping motivation and product familiarity. The experiments are conducted in a virtual store. The results show that (1) the signal-detection statistics of sensitivity and response bias can be used to measure product-locating behavior; (2) external memory aids significantly affect sensitivity; and (3) signal-detection statistics are significantly associated with shopping motivation.

Consumer's product-locating behavior: Exploring the Application of Signal Detection Theory, 2008.

Consumer's product-locating behavior: Exploring the Application of Signal Detection Theory

Massara, Francesco;
2008

Abstract

This study explores the application of signal detection theory to the analysis of consumers’ product-locating behavior. Two research questions are addressed: (1) whether characteristics of the shopping environment, including external memory aids and store layout, affect signal-detection statistics and (2) whether the signal-detection statistics can be predicted from subjective measures of shopping motivation and product familiarity. The experiments are conducted in a virtual store. The results show that (1) the signal-detection statistics of sensitivity and response bias can be used to measure product-locating behavior; (2) external memory aids significantly affect sensitivity; and (3) signal-detection statistics are significantly associated with shopping motivation.
Inglese
2007
John Wiley & Sons Incorporated
25
6
506
520
15
United States
internazionale
esperti anonimi
con ISI Impact Factor
A stampa
Settore SECS-P/08 - Economia E Gestione Delle Imprese
4
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/10808/1888
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