SUV 차량의 외관 감성평가에서 시각적 주목도 및 시선 엔트로피의 성별 특성 분석

Abstract

Objective: This study was conducted for analyzing the gender characteristics of visual attention and gaze entropy by using eye-tracking equipment in emotional evaluation process for the exterior design of SUV (Sport utility vehicle).<BR>Background: Since emotion is one of the most important factors that determine the competitiveness of a product, it is necessary to conduct the research from various perspectives. Human emotion for products is mostly formed through visual information. It has been known that there are differences in the way humans search for visual information according to gender. It is necessary to find out whether these characteristics exist in the emotional evaluation process of the product.<BR>Method: The gaze movement of men and women was measured in the emotional evaluation process for the exterior of SUV. To measure the eye movement, the Tobii Pro Glasses 2 was used. Front and rear images of three types of SUVs manufactured in Korea were used in this experiment. The subject looked at the image of a car presented on a 65-inch TV monitor for 20 seconds while wearing the eye tracker and evaluated the emotion for it.<BR>Results: In emotional evaluation for the front design of SUV, the subjects showed a significant difference in the fixation duration and count according to design parts, and the values were large in the order of the grill, bumper, and hood. These results were similar in male and female subjects. Gender difference in the fixation duration and count was not significant in mostly design parts, but it was found that women paid more attention to the grill. In the emotional evaluation for the rear image of SUV, both men and women showed high fixation duration and count in the order of trunk, bumper, and left mirror. There was no difference between males and females in the fixation duration and count for rear parts. In the analysis of gaze entropy, gender significance was not found in all of Shannon entropy, dwell time entropy, and heat map entropy.<BR>Conclusion: Through eye tracking, it was found that there was a significant difference in the degree of attention of the exterior design components of SUV. In addition, except for the grill, there was no gender difference in the degree of attention in the exterior design parts. Since no significant difference was found according to gender in according to gender in the emotional evaluation process.<BR>Application: The results could be utilized as a methodology and basic data for the exterior design of SUV.