Eye Movement Characteristics of Wayfinding Behavior in Radial Shopping Space

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To solve the radial space wayfinding problem in a shopping space, the wayfinding process is divided into subprocesses such as information perception, path selection, and target search. Customers’ visual parameters of fixation, saccade, and pupil diameter were collected by eye movement tracking technology, which used statistical inference to analyze eye movement data quantitatively. The results show significant differences between the visual characteristics of customers under different environmental visual cues. In the subprocesses of information perception and path selection (direct elevator), the customer shows small amplitudes of pupil diameter and saccade, but the gaze time on the logo is long and the number of times is high. In the subprocess of path selection (escalator) and target searching, customers have larger amplitude of pupil diameter and saccade, and In the subprocess of path selection (escalator) and target searching, customers have larger amplitude of pupil diameter and saccade, and longer short-term gaze on space structure. In the subprocess of target search, customers have smaller amplitudes of pupil diameter and saccade, and the long-term gaze on signs is shorter. The research results can provide support for the management of shopping centers and visual clues.