Masoud Moghaddasi

Universitat Politècnica de València | UPV · Institute for Research and Innovation in Bioengineering (i3B)

The use of virtual reality (VR) technology in the context of retail is a signifcant trend in current consumer research, as it ofers market researchers a unique opportunity to measure purchase behavior more realistically. Yet, efective methods for assessing the virtual shopping experience based on consumer’s demographic characteristics are still lac...

Virtual reality (VR) is a useful tool to study consumer behavior while they are immersed in a realistic scenario. Among several other factors, personality traits have been shown to have a substantial influence on purchasing behavior. The primary objective of this study was to classify consumers based on the Big Five personality domains using their...

The use of eye tracking (ET) and head tracking (HT) in head-mounted displays allows for the study of a subject’s attention in virtual reality environments, expanding the possibility to develop experiments in areas such as health or consumer behavior research. ET is a more precise technique than HT, but many commercial devices do not include ET syst...

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...

Eye tracking (ET) is becoming a popular tool to study the consumer behavior. One of the significant problems that arise with ET integrated into 3D virtual reality is defining fixations and saccades, which are essential part of feature extraction in ET analysis and have a critical impact on higher level analysis. In this study, the ET data from 60 s...

In consumer behavior studies, several signals like head position and eye-tracking, which are mostly unstructured, are recorded. Hence, the first step in these studies is to extract structured features. In feature extraction, segmenting the space into several Areas of Interests (AOI) can be beneficial. In this regard, these features are computed whe...