Ecommerce sales were expected to increase to $4.8 trillion dollars in 2021 for online retailers in the United States. Behavioral marketers increase sales and revenue by targeting potential customers based on the use of ecommerce consumers' personal information. This correlational research study was framed with the theory of planned behavior. The participants were behavioral marketers based in the United States who completed an online survey. The data were analyzed using multiple regressions and analysis of variance analyses to answer the research question. The results of the analysis answered the research question regarding the correlation between behavioral marketer's attitudes, social norms, and perceived behavioral control (PBC), especially concerning the collection of ecommerce consumers' personal information. The results of the analyses indicated attitude is a strong predictor for behavior intention, as indicated by a positive correlation. The ρ value was greater than .05; therefore, the null hypothesis was rejected. The social norms and PBC variables were not significant. Social norms resulted in F (14,18) = 2.298, ρ = .026. The p value is less than .05; therefore, the null hypothesis was accepted. PBC results were F (78,5) = 4.263, ρ = .048. The p value was less than .05; therefore, the null hypothesis was accepted. The findings showed that behavioral marketers have a strong correlation between their attitude and intention to protect ecommerce privacy. Behavioral managers might benefit from this study and contribute to social change by taking the lead in their organizations to change data collection methods to reduce the number of security breaches.

Cette thèse sur l’analyse multimodale du comportementale des consommateurs dans une surface de vente se décline en trois problématiques : 1) la reconnaissance des caractéristiques bas-niveau que sont la tranche d’âge et le genre, 2) l’analyse des caractéristiques moyen-niveau telles que le degré ou la classe d’indécision 3) l’identification des caractéristiques hauts niveaux que sont les types d’achat. Les données proviennent de caméra, de capteurs oculométriques et de capteurs de position. L’identification du genre et de la tranche d’âge s’effectue sur des images de visages. Notre première contribution est de proposer un modèle d'identification du genre et de la tranche d'âge, en se basant sur des descripteurs de texture sur la partie centrale du visage. Nous mettons en exergue une corrélation entre la tranche d'âge du sujet et le degré de difficulté à identifier son genre. Cette corrélation légitime la segmentation marketing de la population en tranches d'âge. Notre seconde contribution concerne la seconde problématique. En effet, nous proposons une analyse prédictive, et non plus descriptive, du degré d'indécision. Nous utilisons pour ce faire des descripteurs oculométriques et de préhension, ainsi que les machines à vecteurs de support. Notre troisième contribution concerne l'analyse du type d'achat sur des données oculométriques. Tout comme pour l'analyse du degré d'indécision, nous proposons un modèle prédictif. Nous mettons en exergue le facteur temps, important dans tout acte d'achat.Cette thèse a été initiée au sein du projet ANR ORIGAMI2 : Observation du Regard et Interprétation du Geste pour une Analyse Marketing non Intrusive. / This thesis about multimodal analysis of customer behavior in a selling area falls into three issues: 1) the identification of low level characteristics such as age band and gender, 2) the analysis of middle level characteristics such as the indecisiveness degree or the indecisiveness class, 3) the identification of purchasing acts. Data come from cameras, eye-tracking sensors and infrared position sensors. The identification of gender and age band is made with images of faces. Our first contribution is proposing a model for the identification of the gender and the age band, based on texture descriptors on the middle third of the face. We point out a correlation between the age of the subject and the difficulty to identify his gender. This correlation legitimizes the segmentation of the population by marketing managers into age bands. Our second contribution deals with the second issue. Indeed, we propose a predictive analysis of the indecisiveness degree of the customer, instead of descriptive analysis. We use eye-tracking descriptors, gesture descriptors and support vector machines. Our third contribution deals with the analysis of purchasing acts based on eye tracking data. As for the analysis of the indecisiveness degree, we propose a predictive model. We emphasize the time factor, which is an important factor in the purchasing act.This thesis was initiated within the behavioral marketing project ORIGAMI2: observation of gaze and interpretation of gesture for a non-intrusive marketing analysis (Observation du Regard et Interprétation du Geste pour Analyse Marketing non-Intrusive).

Behavioral marketing is something that has received lots of attention due to growing awareness around artificial intelligence (AI) and companies using this technology for marketing purposes. However, the data collection practices have been receiving lots of critique for a while now and therefore it is more important than ever to gain an insight of how the consumers perceive behavioral online marketing. From this standpoint two research questions have been developed: How do consumers’ attitudes towards behavioral marketing, affect their purchase intention? and How does exposure to behavioral marketing affects purchase intention? In order to answer these research questions, the experimental vignette methodology was used to study digital natives, namely individuals between 18 and 30 years old. The experiment provided the basis for the study combined with the questionnaire the participants were asked to complete after the experiment. The experiment process consisted of two purchase scenarios that had to be performed online: a purchase of a low degree behavioral marketing product (city bike) and a purchase of a high degree marketing product (sneakers). One of the most important findings of this research regarding consumers’ attitude’s impact on purchase intention was the fact that trust has a bigger impact on the high involvement products compared to the low involvement product. When it came to exposure to behavioral marketing, the test objects that were exposed to behavioral ads had a higher likelihood to purchase a sponsored item. Therefore, there is a positive relationship between how much behavioral marketing a company use and the likelihood of a user purchasing a sponsored item. One of the most important practical implications that can be derived from this study is that businesses need to prioritize building a strong brand image prior to utilizing behavioral marketing. / Beteendemässig marknadsföring är något som fått större uppmärksamhet i och med betydelsen som artificiell intelligens (AI) har fått samt något som företag använder sig av i marknadsföringssyfte. Däremot har insamling av data länge kritiserats och frågan om hur kunder faktiskt uppfattar annonser online har blivit mer och mer relevant. Utifrån detta resonemang har dessa forskningsfrågor tagits fram: Hur påverkar konsumenternas attityd gentemot beteendemässig marknadsföring deras köpavsikt? samt Hur påverkar exponeringen av beteendemässig marknadsföring gentemot konsumenter deras köpavsikt? För att kunna uppnå detta syfte har experimentell vignettes metodik använts för att studera millenniegenerationen, alltså personer i åldrarna 18-30. Ett experiment gjorde grunden till studien, tillsammans med ett frågeformulär som de var ombedda att göra efter experimentet. Experimentet bestod av två olika köp som deltagarna skulle göra online; en produkt med låg grad av beteendemässig marknadsföring (cykel) och en produkt med hög grad av beteendemässig marknadsföring (skor). Det viktigaste som kunde tas från denna undersökning när attityder undersöktes var att förtroende gentemot ett företag eller varumärke hade en stark påverkan på köpavsikten. Däremot är inverkan för förtroende starkare vid köpa av en produkt med hög grad av beteendemässig marknadsföring jämfört med en produkt med låg grad av beteendemässig marknadsföring. När det gäller exponeringen av beteendemässig marknadsföringen var den största upptäckten att de deltagare som hade blivit utsatta för annonser till en högre grad hade en större chans att köpa en produkt som var annonserad. Alltså, ju mer företag använder sig av beteendemässig marknadsföring som är av relevans för konsumenten, desto mer sannolikt är det att de köper just deras produkt. Den största praktiska implikationen som kunde utläsas var att innan beteendemässig marknadsföring kan bli optimalt för företag måste de prioritera att bygga ett starkt varumärke.