Benn Yael, Webb Thomas L, Chang Betty P I, Reidy John
University of Sheffield, UK.
University of Sheffield, UK.
Appetite. 2015 Jun;89:265-73. doi: 10.1016/j.appet.2015.01.025. Epub 2015 Feb 4.
Previous research investigating what information shoppers seek when purchasing groceries has used either lab-experiments or observed shoppers in supermarkets. The present research investigates this question in a relatively naturalistic online-grocery environment. Forty participants completed their weekly shopping online while their eye-movements were recorded. Ten of the participants were subsequently interviewed to gain insight into their information seeking behaviour. We found that, when looking for products, 95% of participants navigated through the 'virtual departments', 80% used the 'search' facility, and 68% browsed the special offer pages. Once on the product pages, participants tended to look at the pictures of products, rather than examine detailed product information. To explain these findings, we suggest that online grocery sites simulate familiar supermarket environments, which may explain why consumers prefer to browse categories of products rather than use search terms. We also suggest that additional strategies are needed if consumers are to be encouraged to view detailed product information.
之前关于调查购物者在购买食品杂货时寻求何种信息的研究，要么采用实验室实验，要么在超市观察购物者。本研究在相对自然的在线食品杂货环境中调查了这个问题。40名参与者在网上完成每周的购物，同时记录他们的眼动情况。随后对其中10名参与者进行了访谈，以深入了解他们的信息搜索行为。我们发现，在寻找产品时，95%的参与者通过“虚拟部门”浏览，80%的参与者使用“搜索”功能，68%的参与者浏览特价商品页面。一旦进入产品页面，参与者倾向于查看产品图片，而不是详细的产品信息。为了解释这些发现，我们认为在线食品杂货网站模拟了熟悉的超市环境，这可能解释了为什么消费者更喜欢浏览产品类别而不是使用搜索词。我们还认为，如果要鼓励消费者查看详细的产品信息，还需要其他策略。
