Implicit Shopping Intention Recognition with Eye Tracking Data and Response Time
Dong-Gun Lee, Kyeongho Lee, Soo-Young Lee · 2015
Implicit intention is the intention that is not expressed externally but having in one's mind. Implicit intention is difficult to be recognized, but it can be significant information if it is recognized with some measures. When people buy something, they also have implicit intention in their mind, whether I buy this or not. We proposed an experimental paradigm to recognize shopper's implicit intention, and the result of experiment was analyzed in this paper. On the experiment, subjects were instructed to select items to buy from the candidates, and eye-tracking and speech data were recorded during the selection. On data analysis, measures discriminating the existence of implicit shopping intention were selected and compared. From the result, fixation duration, fixation count, multiplication of first fixation duration, and visit count showed different tendency between two cases: when people have intention to buy it and when people do not have. By using this standards, implicit shopping intention of people can be recognized.