Abstract
This study analyzed eye information acquisition characteristics of males and females by investigating what to watch (selection), how often they watch (interest) and how long they watch (immersion) during eye observations (eye tracking) of males and females in commercial spaces. In the existing still picture (image) experiment, visual information of diverse experiment space domains was acquired, but when it comes to acquiring spatial information from videos, visual information was acquired focusing on shops with vertical elements (Ⅱ-1). Especially, female subjects only showed a strong frequency of gaze at R/L domain(stores). This means they are more likely to acquire information of products. Male subjects showed a strong frequency of gaze at relatively various space domains than female ones. This is because most of the experimental images displayed were female products and male subjects showed a relatively lower interest than female ones. This study got over the limitation of the existing studies and examined a space search process, which is approximate to reality. Furthermore, it is considered that this study can serve as basic data of commercial space design by suggesting merchandise display characteristics and spatial characteristics to draw consumers’ attention.
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