Kim Nayeon, Lee Hyunsoo
Research Center for Future Environmental Design, Institute of Symbiotic Life-TECH, Yonsei University, Seoul, South Korea.
Department of Interior Architecture and Built Environment, College of Human Ecology, Yonsei University, Seoul, South Korea.
Front Psychol. 2021 Aug 9;12:665658. doi: 10.3389/fpsyg.2021.665658. eCollection 2021.
This study aims at investigating how consumers experience the retail environment visually, thus establishing a foundation for deeper insights into visual merchandising strategies. Specifically, we experimentally recorded and analyzed the visual attention and emotional arousal of the consumers in a test setting and examined the influence of various elements as well as gender differences in the recorded consumer responses. We conducted an experiment utilizing eye-tracking and virtual reality to analyze visual attention and emotional arousal in response to spatial and design elements in an immersive retail environment. We examined real-time measures of consumer interest and emotional responses during the retail experience. Valid gaze data from 24 male and 22 female participants were used for the analysis of total dwell time (TDT), total fixation count (TFC), and average pupil diameter (APD). The visual attention and emotional arousal of consumers showed different responses to specific areas of interest according to different spatial arrangements in the sales and service areas. This study statistically analyzed gender differences in consumer responses and performed a correlation analysis between visual attention and emotional arousal. Our findings provide insight into improving the design of retail environments for target consumers and contribute to building visual merchandising strategies.
本研究旨在调查消费者如何在视觉上体验零售环境，从而为更深入了解视觉营销战略奠定基础。具体而言，我们在一个测试环境中对消费者的视觉注意力和情绪唤起进行了实验记录和分析，并研究了各种元素的影响以及所记录的消费者反应中的性别差异。我们利用眼动追踪和虚拟现实进行了一项实验，以分析在沉浸式零售环境中消费者对空间和设计元素的视觉注意力和情绪唤起。我们研究了零售体验过程中消费者兴趣和情绪反应的实时测量数据。来自24名男性和22名女性参与者的有效注视数据用于分析总停留时间（TDT）、总注视次数（TFC）和平均瞳孔直径（APD）。根据销售和服务区域的不同空间布局，消费者的视觉注意力和情绪唤起对特定感兴趣区域表现出不同的反应。本研究对消费者反应中的性别差异进行了统计分析，并对视觉注意力和情绪唤起之间进行了相关性分析。我们的研究结果为改善针对目标消费者的零售环境设计提供了见解，并有助于构建视觉营销战略。
