| Title |
A Study on the Observation Characteristics of Age-Specific for Complex Shopping Mall Images |
| DOI |
http://doi.org/10.14774/JKIID.2020.29.2.084 |
| Keywords |
Complex shopping mall; Eye-tracking; Age differences; Primacy effect |
| Abstract |
In this study, fixation data was extracted from the data obtained through age-specific eye tracking experiments on the spatial image of inside the complex shopping mall, and observation intensity analysis and time-serial analysis were performed on the areas of interest in the interior space. The results of the study are as follows. First, the analysis of the difference in the observational strength of the complex shopping mall’s interest areas by age showed that for the areas of interest, the observation of the subjects’ groups of each age group was the same as “Dominant area” as AOI-VII (Advertisement area) and “Ignore area” as AOI-I (Column area). Second, the analysis of deviation among subjects’ observation intensity values which indicate the concentration intensity of observation found that the deviation of those values between the area of AOI-II(1st floor) and the area of AOI-VII(advertisement) were large in common all ages. Third, it was confirmed that all the subjects continuously fixed their eyes on the area of AOI-VII (advertisement) in the early, middle, late and end time. A group of subjects in their 20s and 60s were found to have a distinctly larger observation strength value at the end of the period than at the beginning for the AOI-VII area. The analysis of the differences between the actual observational behavior and the observation memory revealed that the average of the observed strength values for all ages was the highest in the AOI-VII (advertisement) area. On the other hand, the group of subjects in their 20s and 40s remembered the most attention on the AOI-III(2nd floor) area, while the group of subjects in their 60s saw the AOI-II(1st floor) area the most. |