Interaction of visual attention and behavior according to area arrangement of commercial spaces

Abstract

The design of commercial spaces is a critical factor affecting the modern consumer experience, and the visual interactions within these spaces are one of the significant metrics of purchasing behavior. This study aims to explore the influence of spatial layout in commercial spaces on visitors' visual perception and behavior. The study uses a glasses-type eye-tracking and behavior-tracking observation experiment to record consumers' reactions to salient stimuli within the visual system as encountered in the space. Because of the specific characteristics of the experimental site, the study was conducted exclusively with female participants, each of whom participated in two distinct types of experiments. The results reveal a clear correlation between visual concentration and behavioral patterns during product exploration in the commercial space. Notably, it was found that direct interaction with the product increased visual concentration and is a significant factor in explaining behavioral changes within the space and the differences in stages of visual perception. This study is significant in that it establishes a research framework that aligns the human visual system with behavior types by examining variations in gaze data values and pupil sizes associated with selective focus as behavior changes to analyze the emergence of specific behaviors during the decision-making stages related to visual perception and cognition.