题目：The Dynamics of Shopper Engagement and Purchase Conversion at Retail Checkout
时间：12月7日 13:30-15:00
地点：商学院武东路校区106
演讲者：李世波教授，美国印第安纳大学Kelley商学院市场营销系John R. Gibbs讲席教授
摘要：The checkout area or “front end” of a supermarket sells an ever expanding assortment of products, and is one of the most productive areas of the store and an important driver of trip satisfaction and future store loyalty. Prior research on retail checkout has focused on how waiting time affects customer satisfaction and the implications for queue management. Little is known, however, about how shoppers attend to, engage with, and shop products while waiting in line. This research proposes a simultaneous equations model which predicts that, as shoppers move through the checkout lane, their motives, abilities and contextual factors dynamically influence their eye fixations, product interactions, and purchases. We estimate the model using a unique dataset of eye-tracking and survey data collected from a field experiment at a large U.S. grocery chain. The research reveals that product engagement and “impulse purchases” are the predictable outcome of interactions between personal, contextual and marketing factors. The study provides marketing researchers and store managers with valuable insights for product organization, merchandising, and line management at retail checkout.
