Supporting Shopping Activities with Mobile Phone Technologies: Understanding and Affecting Customers' Behaviour

Understøttelse af Indkøbsaktiviteter med Mobiltelefon Teknologier: Forståelse og Påvirkning af Kunders Opførsel

van der Burg, Carl Rasmus ; Rokic, Alen ; Kirke, Torhallur

4. term

Software, Master

2011

2011-06-16

Dette projekt består af to artikler og en samlet opsummering. For at forstå kunders adfærd definerer vi to indkøbsprocesser: konventionelt indkøb og selvbetjening (hvor kunden selv står for flere trin). Vi analyserer, hvordan disse processer kan understøttes med mobilteknologi, og undersøger, hvordan en mobilapp kan påvirke kunders adfærd i den konventionelle indkøbsproces. Vi identificerer de funktioner og teknologier, der er nødvendige for at understøtte indkøbsaktiviteterne, og afdækker mulige teknologiske udfordringer under udvikling. For at påvirke adfærd præsenterer vi TaKO, en persuasiv mobilapp. TaKO anvender to principper: reduktion (at gøre opgaven enklere) og suggestion (at give forslag på det rigtige tidspunkt). Appen støtter kunders beslutninger ved at give en hurtig sundhedsvurdering af produkter og foreslå sundere alternativer. Feltstudier viste, at reduktionsteknikken påvirkede kunders adfærd ved at gøre det let at vurdere produkters sundhed og reflektere over det. Vi fandt samtidig, at det er svært at time forslag, så de effektivt påvirker adfærd.

This project includes two articles and an overall summary. To understand customer behavior, we define two shopping processes: conventional shopping and self-service shopping (where customers handle more steps themselves). We analyze how these processes can be supported by mobile phone technologies and examine how a mobile app can influence customer behavior in the conventional shopping process. We identify the features and technologies needed to support shopping activities and highlight potential technological challenges during development. To influence behavior, we present TaKO, a persuasive mobile app. TaKO applies two principles: reduction (making tasks simpler) and suggestion (offering recommendations at the right moment). The app supports decision-making by providing quick health assessments of products and suggesting healthier alternatives. Field studies showed that the reduction technique affected customer behavior by helping them quickly judge a product’s healthiness and reflect on it. We also found that timing suggestions so they effectively influence behavior is difficult.

[This abstract was generated with the help of AI]

Shopping ; Behaviour ; Persuasion ; Self-service ; Grocery ; Mobile

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