Next Article in Journal
Image Processing and QR Code Application Method for Construction Safety Management
Next Article in Special Issue
Augmented Reality and Machine Learning Incorporation Using YOLOv3 and ARKit
Previous Article in Journal
Performance-Based Ranking of Existing Road Bridges
Previous Article in Special Issue
Virtual Marker Technique to Enhance User Interactions in a Marker-Based AR System
Article

Recognition of Customers’ Impulsivity from Behavioral Patterns in Virtual Reality

Instituto de Investigación e Innovación en Bioingeniería, Universitat Politécnica de València, 46022 València, Spain
*
Author to whom correspondence should be addressed.
Academic Editors: Chang-Hun Kim and Soo Kyun Kim
Appl. Sci. 2021, 11(10), 4399; https://doi.org/10.3390/app11104399
Received: 27 April 2021 / Revised: 4 May 2021 / Accepted: 6 May 2021 / Published: 12 May 2021
(This article belongs to the Special Issue Virtual and Augmented Reality Systems)
Virtual reality (VR) in retailing (V-commerce) has been proven to enhance the consumer experience. Thus, this technology is beneficial to study behavioral patterns by offering the opportunity to infer customers’ personality traits based on their behavior. This study aims to recognize impulsivity using behavioral patterns. For this goal, 60 subjects performed three tasks—one exploration task and two planned tasks—in a virtual market. Four noninvasive signals (eye-tracking, navigation, posture, and interactions), which are available in commercial VR devices, were recorded, and a set of features were extracted and categorized into zonal, general, kinematic, temporal, and spatial types. They were input into a support vector machine classifier to recognize the impulsivity of the subjects based on the I-8 questionnaire, achieving an accuracy of 87%. The results suggest that, while the exploration task can reveal general impulsivity, other subscales such as perseverance and sensation-seeking are more related to planned tasks. The results also show that posture and interaction are the most informative signals. Our findings validate the recognition of customer impulsivity using sensors incorporated into commercial VR devices. Such information can provide a personalized shopping experience in future virtual shops. View Full-Text
Keywords: virtual reality; machine learning; signal processing; consumer behavior; V-commerce virtual reality; machine learning; signal processing; consumer behavior; V-commerce
Show Figures

Figure 1

MDPI and ACS Style

Moghaddasi, M.; Marín-Morales, J.; Khatri, J.; Guixeres, J.; Chicchi Giglioli, I.A.; Alcañiz, M. Recognition of Customers’ Impulsivity from Behavioral Patterns in Virtual Reality. Appl. Sci. 2021, 11, 4399. https://doi.org/10.3390/app11104399

AMA Style

Moghaddasi M, Marín-Morales J, Khatri J, Guixeres J, Chicchi Giglioli IA, Alcañiz M. Recognition of Customers’ Impulsivity from Behavioral Patterns in Virtual Reality. Applied Sciences. 2021; 11(10):4399. https://doi.org/10.3390/app11104399

Chicago/Turabian Style

Moghaddasi, Masoud, Javier Marín-Morales, Jaikishan Khatri, Jaime Guixeres, Irene A. Chicchi Giglioli, and Mariano Alcañiz. 2021. "Recognition of Customers’ Impulsivity from Behavioral Patterns in Virtual Reality" Applied Sciences 11, no. 10: 4399. https://doi.org/10.3390/app11104399

Find Other Styles
Note that from the first issue of 2016, MDPI journals use article numbers instead of page numbers. See further details here.

Article Access Map by Country/Region

1
Back to TopTop