Creating a Virtual-entertainment Field in a Real Commercial Shopping Complex : Customer-trajectory Analysis of Experimental Event “HIKARINO Magical Quest”

概要

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The results of a customer-trajectory analysis of an experimental event at a shopping complex are presented, and the manner in which the event participants are engaged with the shopping center is demonstrated. In particular, movements of participants are modeled with a mixed Markov model (MMM), and the position-data collected by PDAs given to the participants is used for estimating the parameters for the model. Since the data reflects participants' reactions to the services offered in the event, the trajectory analysis can be used to evaluate levels of customer satisfaction in regard to the experience of the participants in the shopping-center event.