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A Study on the Possibility of Eye-Tracking Method for Understanding Visual Attention - focused on Department Store Lobbies -
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 Title & Authors
A Study on the Possibility of Eye-Tracking Method for Understanding Visual Attention - focused on Department Store Lobbies -
Park, Sun-Myung; Kim, Jong-Ha; Lee, Jeong-Ho;
In commercial spaces, the outcomes from acquisition of visual information by customers may be related to their consuming activities. If the time they spend paying attention to certain stimuli can be measured to be applied to space designing or displaying, it can be very helpful to aggressive commercial activities. Since the visual-perception responses to certain images in a commercial space is very immediate, the visual attention needs to be measured so that the customers' visual experiences may be measured objectively. The spatial features are very closely related to observation, and accordingly this study has taken the research objects of spaces in department stores and employed eye-tracking so that the difference among observation intensities shown at observation features can be found out. The followings are the summarized analysis results. First, the observation intensity has been suggested as a frame for a relative comparison of where the subjects observed with intensive interest, through which it was possible to effectively analyze the observation features by design depending on the change to observation time. Second, while there was not a big difference of predominant numbers at Image A in the analysis by space pattern, Image B showed a higher predominant frequency at the left shops, which reason seems to be that the difference of spaces by department store made the attention to the left shops more intensive. Third, the number of ignorance intensity by eyed section has been extracted to suggest the reason for which sections the subjects to concretely ignored, which has been interpreted as the relative conception of dominant intensity so that the observation dominance and the ignorance can be linked to concrete space factors for analysis. Fourth, the analysis of observation intensity by section has revealed that the various compositions as in the image B lead to the observation intensity with higher composition. The various space configurations as at the image A was very helpful to attract intensive observation to the mid-space constructed by architecture.
Eye-Tracking;Department-Store Lobby;seeing and showing;visual attention;Selective Attention;
 Cited by
Solso, R. (2000). Hyoungjeong Shin, Sangok Yu. Visual Psychology. Sigma Plus, 140-149.

Choi, G., & Kim, J. (2013), Study on the Characteristics of Perceiving Cafeteria Space Depending On Intention for Observation, KSBDA, 14(1), 413-421.

Park, S., & Kim, J. (2015). Observation Characteristics of Department Store Lobby Space Revealed in Visual Attention and Memory. KSBDA, 16(2), 163-176.