| Title |
Gender Observation Characteristics in Rotation Sections of Commercial Spaces |
| Authors |
김종하(Kim, Jong-ha) ; 박선명(Park, Sun-myung) |
| DOI |
http://doi.org/10.14774/JKIID.2020.29.2.165 |
| Keywords |
Commercial space; Visual perception responsive; Rotation section; Realtime eye tracking; Gender cognition characteristics |
| Abstract |
This study is about visual and perceptual activities that happen in nodes of commercial spaces and aims to analyze ‘what to see (selection), how often to see (interest) and how long to see (immersion)’ by observing the process in which the gazes of consumers moved in nodes of commercial spaces using an eye-tracking system.
The analysis targeted four rotation sections and the result of the time and frequency analysis on gender observation characteristics showed that males had a higher level of immersion than females overall. Also, there were differences in eye movement characteristics between males and females. Females moved their eyes to acquire information of goods, while males did it to acquire information of spaces. This study compared the center of shops for males together and thus failed to analyze display and spatial characteristics revealed in real shop differences. However, this study analyzed visual and perceptual characteristics of spaces overcoming the limitation of the existing studies by looking into gender observation characteristics in commercial spaces depending on node movements among consumers. Moreover, it is considered that this study can provide more qualified data regarding the importance of goods display characteristics in nodes and in terms of commercial space design, this study is useful as basic data. |