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使用虚拟商店作为调查消费者店内行为的研究工具

Using a Virtual Store As a Research Tool to Investigate Consumer In-store Behavior

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Using a Virtual Store As a Research Tool to Investigate Consumer In-store Behavior

使用虚拟商店作为调查消费者店内行为的研究工具

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11,235 Views

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09:17 min

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July 24, 2017

DOI:

10.3791/55719-v

DOI:

10.3791/55719-v

•

09:17 min

July 24, 2017

•

6 Views

Kunalai Ploydanai^1,2, Jos van den Puttelaar^1,3, Erica van Herpen^1,2, Hans van Trijp^1,2

¹Wageningen University and Research, ²Marketing Consumer Behaviour Group, ³Wageningen Economic Research

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Summary

本文介绍了使用桌面虚拟商店创建虚拟购物环境来调查店内消费者行为。介绍构建和运行实验的协议的描述，以及关于商店布局的实验的结果，以及进行虚拟商店实验时的重要注意事项。

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