Exploring the Analysis of Male and Female Shopper's Visual Attention to Online Shopping Information Contents: Emphasis on Human Brand Image

온라인 쇼핑정보에 대한 남성과 여성 간 시각 주의도 탐색 연구: 휴먼 브랜드 이미지를 중심으로

  • 황윤민 (충북대학교 경영대학 경영학부) ;
  • 이건창 (성균관대학교 경영대학 글로벌경영학과)
  • Received : 2019.01.11
  • Accepted : 2019.02.07
  • Published : 2019.02.28


Shopping information contents shown on online shopping sites represent online retailer's intention to draw potential consumers' visual attention. However, unfortunately, previous studies in literature show that most of the shopping information contents are naively designed just to appeal to consumers' visual attention without systematic and logical analysis of consumers' possible different visual reactions depending on gender. To fill in the research void like this, this study proposes eye-tracking approach to investigating the research issue of how gender affects consumers' visual attention towards human brand image contents on the online shopping sites. For the sake of conducting related eye-tracking experiments, we adopted two types of products - notebook computer as a utilitarian product, and perfume as a hedonic product. Results revealed that female consumers show higher visual attention to human brand image contents than male consumers. Besides, significant gender difference exists on the human brand image contents more highly when they are attached with a hedonic product like perfume, than a utilitarian product like notebook computer. From the eye-tracking-based experiment results like this, this study suggested theoretical backgrounds about gender differences towards online shopping information contents and related human brand image contents as well.

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그림 1. 남성과 여성 실험 설계 화면 및 시각주의도 관심영역(AOI)

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그림 2. 아이트래킹 시점조정

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그림 3. 남성과 여성 노트북 히트맵 결과

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그림 4. 휴먼 브랜드 이미지 영역 시각주의도 성별, 제품유형별 상호작용

표 1. 남성과 여성 간 설계된 AOI 영역별 시각 주의도 분석 결과

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표 2. 남성과 여성 간 제품유형별 시각 주의도 차이 분석결과

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표 3. 제품 품질 상위하위 평가그룹 간 시각 주의도 차이 분석결과

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Supported by : National Research Foundation of Korea


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