Comparison of the Purchasing Behavior for Oneself or Other Using Eye Tracking Gaze Data

In recent years, as the ratio of e-commerce is increasing, in the real store, it is necessary to use the strength of touching products. In order to be seen more products, we need to improve the layout at the real store. Therefore, it is necessary to understand the purchasing behavior of customers. Based on the idea that behavior changes depending on the purpose of purchase, we considered two types of purchasing behaviors: one for oneself and another for others. In this paper, we conducted the experiment of viewpoint observation about two kinds of the purchasing behaviors with the eye tracking device like glasses at an apparel store. In this study, we evaluate the difference of the purchasing behaviors by network analysis using gaze data obtained by experiments. Specifically, we clarify the relationships between showcases by network analysis. We analyzed the clusters between the showcases to use the average data of subjects for each scenario and we compared the two clusters. As a result, we found the differences and the features of two clusters.