The Influence of Purchase Purpose and Customer Loyalty on Purchase Behavior in Fashion Stores

Abstract

In recent years, with the spread of COVID-19 infection, the consumer market in real places such as department stores and shopping centers was hit hard. The latest consumer trend surveys indicate that what consumers are looking for in physical shops after the coronavirus has been contained is 'confidence' and 'surprise' through the experience of touching actual products. From this, it can be inferred that the insight of consumers in actual shops lies in the process leading up to the purchase, i.e. the experience value, such as how they use the shop and search for products.In this study, we conducted an experiment on consumer behavior in a department store, and proposed marketing measures unique to a real shop in accordance with consumer behavior, using data on the flow line of shop movement and questionnaire data before and after the experiment. Specifically, a series of data on the consumer's flow line from entering to leaving the shop is collected using an eye-tracking device. From the collected traffic line data, we attempt to evaluate consumer behavior from the viewpoint of purchase purpose and loyalty by using Social Network Analysis(SNA) methods.

Keywords: Consumer Behavior, Social Network Analysis, Fashion Department Store

DOI: 10.54941/ahfe1003912