Modeling of Consumers' Visual Behavior by Using Artificial Intelligence

Sadeh, Davoud; Heidarzadeh, kambiz

doi:10.61186/shefa.12.2.10

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Volume 12, Issue 2 (Spring 2024)

Shefaye Khatam 2024, 12(2): 10-20

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Modeling of Consumers' Visual Behavior by Using Artificial Intelligence

Davoud Sadeh

, Kambiz Heidarzadeh ^*

Department of Business Administration, Science and Research Branch, Islamic Azad University, Tehran, Iran , kambizheidarzadeh@yahoo.com

Abstract: (928 Views)

Introduction: The purpose of the research is to model visual behavior through machine learning methods, analyzing visual data to increase recognition and accuracy of decision-making is one of the important aspects of this research. Materials and Methods: The research method is an exploratory-laboratory type, which has extracted visual data using the GAZEPOINT eye tracker analyzed and modeled by the multi-layer perceptron neural network algorithm in the Python environment. The statistical population consists of consumers of a bag brand with natural fiber materials, which is shown to 30 women in the form of three images, the tasks are designed for choice/choices and non-choice/non-choices. Results: Based on the confusion matrix, Kappa index, and recall metrics, the results indicate that the model provides a robust prediction for general visual behavior across various types of images. Based on the confusion matrix, Kappa index (K=0.34), and recall (R=66), the results suggest that visual behavior modeling is generally effective across different image categories, with an overall accuracy of 66.8%. The model shows higher accuracy when predicting visual behavior for specific image types, indicating that the performance of the model improves when tailored to individual image categories (Accuracy: 67.8, 76.9, 73, k= 0.35, 0.53, 0.46, R= 68, 75, 78). Conclusion: Visual behavior modeling provides behavioral science researchers and product design experts a proactive approach by predicting consumer choices and non-choices. This ability enhances the accuracy of studies and allows for more informed decisions.

Keywords: Eye-Tracking Technology, Confusion, Indicators and Reagents

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Type of Study: Research --- Open Access, CC-BY-NC | Subject: Basic research in Neuroscience

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Sadeh D, Heidarzadeh K. Modeling of Consumers' Visual Behavior by Using Artificial Intelligence. Shefaye Khatam 2024; 12 (2) :10-20
URL: http://shefayekhatam.ir/article-1-2489-en.html

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