Clustering Daily Shopping Experiences in Japanese Stores

—Enhancing Store Competitiveness—

抄録

User experience (UX) significantly influences customer purchasing decisions and has garnered widespread attention. This study presents a novel approach to clustering daily shopping experiences in Japanese stores, aimed at enhancing store competitiveness and diversifying user choices. An online survey was conducted among residents of the Kanto region in Japan, who rated their shopping experiences at 20 popular Japanese stores using a UX evaluation model. The responses were aggregated into a cross-tabulation, with correspondence analysis and k-means clustering employed to explore associations between stores and UX evaluation items. The clustering results revealed that Japanese stores for daily use could be classified into five groups. Finally, this study discusses the relationship between UX elements and stores, the approach for estimating shopping experience, and the utilization of classification results.