Abstract
Human cognitive processes in wayfinding may differ depending on the time taken to accept visual information in environments. This study investigated users’ wayfinding processes using eye-tracking experiments, simulating a complex cultural space to analyze human visual movements in the perception and the cognitive processes through visual perception responses. The experiment set-up consisted of several paths in COEX Mall, Seoul—from the entrance of the shopping mall Starfield to the Star Hall Library to the COEX Exhibition Hall—using visual stimuli created by virtual reality (four stimuli and a total of 60 seconds stimulation time). The participants in the environment were 24 undergraduate or graduate students, with an average age of 24.8 years. Participants’ visual perception processes were analyzed in terms of the clarity and the recognition of spatial information and the activation of gaze fixation on spatial information. That is, the analysis of the visual perception process was performed by extracting “conscious gaze perspective” data comprising more than 50 consecutive 200 ms continuous gaze fixations; “visual understanding perspective” data were also extracted for more than 300 ms of continuous gaze fixation. The results show that the methods for analyzing the gaze data may vary in terms of processing, analysis, and scope of the data depending on the purpose of the virtual reality experiments. Further, they demonstrate the importance of what purpose statements are given to the subject during the experiment and the possibility of a technical approach being used for the interpretation of spatial information.
Highlights
Consumers have shifted from buying products to the consumption of improved quality in terms of culture and value [1,2,3]
The results show that the methods for analyzing the gaze data may vary in terms of processing, analysis, and scope of the data depending on the purpose of the virtual reality experiments
Time-series analysis was performed to analyze the experimental data through the recognition of of spatial information
Summary
Consumers have shifted from buying products to the consumption of improved quality in terms of culture and value [1,2,3]. Companies have adapted to locate consumers among diverse cultures, and large complex spaces combining commercial and cultural areas, such as library and music hall, have been created. As spaces have expanded to contain various content and scale, the distance and the complexity of visitor circulation in these indoor environments has increased. For this reason, consumers must recognize spatial information when traversing paths using signs and maps, even in a complex cultural space. Designers have developed and provided various forms of signs for visitors to recognize spatial information, there are limitations in understanding how visitors perceive this information and use it for wayfinding.
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