The proliferation of e-commerce has necessitated a strategic re-evaluation for physical retail environments, particularly apparel stores, to emphasize their unique experiential advantages. This study investigates the intricate relationship between consumer values and in-store product search behavior, employing an integrated methodology of questionnaire-based value segmentation and objective eye-tracking gaze data. Questionnaire responses on customer purchasing values were subjected to factor and cluster analyses, yielding three distinct consumer segments: Trend, Self-Esteem, and Conservative clusters. Concurrently, eye-tracking gaze data, collected from an apparel physical store, was utilized to extract and analyze detailed product search behaviors within these segments. The findings reveal that product search behavior significantly differs across these value-based clusters, with each segment exhibiting unique visual attention patterns and exploratory strategies. This research contributes theoretically by empirically linking abstract consumer values to concrete, subconscious visual attention processes in real-world retail settings. Practically, the study provides actionable recommendations for optimizing product placement, store layouts, and customer service methods, enabling retailers to create value-aligned experiential environments that foster deeper consumer engagement and satisfaction.

Consumer behavior, exploratory behavior, eye-tracking

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