Étude de Faisabilité d'Études Consommateurs d'Achat de Fruits et Légumes « Moches » dans un Supermarché Virtuel

Adrien Verhulst 1
1 CRENAU - Centre de recherche nantais Architectures Urbanités
AAU - Ambiances, Architectures, Urbanités
Abstract : The retail sector has an anti-waste policyand has therefore offered “ugly” FaVs (Fruits and Vegetables) for sale as early as 2014 [109]. But these sales remain temporary and local and have little studied effects on consumer behavior. We propose here to study if an immersive virtual store (in which we control the FaVs) can be used to study consumer behavior confronted to “ugly” FaVs To have enough “ugly” FaVs to fill the virtual store, we developed a method capable of generatings emiprocedural FaVs. To do so we: (1) generate the mesh with Generalized Cylinders (GCs) [6]; then (2) generate the colors with a particle system.We conducted 2 comparative studies (N=142 andN=196 respectively). The first study focused on consumer behavior when the FaVs are abnormal (8 FaVs separated into 4groups: no deformation, slightly deformed, deformed and strongly deformed). These differences had no impact on consumer behavior. The other study focused on consumer behavior when the environment is more or less immersive (8 FaVs without deformation and 8 FaVs with deformation, separated into 3 groups: laboratory store, non immersive virtual store and immersive virtual store).There are differences between these environments on consumer behavior. Finally, we studied if the virtual representation of the consumer had an impact during the purchase of products (including, but not limited to, FaVs). To do so we carried out a third consumer study (N=29) (2groups: obese avatar and non-obese avatar). There are very localized differences between these representations on consumer behavior.
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Adrien Verhulst. Étude de Faisabilité d'Études Consommateurs d'Achat de Fruits et Légumes « Moches » dans un Supermarché Virtuel. Traitement du signal et de l'image [eess.SP]. École centrale de Nantes, 2018. Français. ⟨NNT : 2018ECDN0016⟩. ⟨tel-02101446⟩

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