表題番号：2018S-166
日付：2019/01/31
研究課題Cultural variation in eye movements:the analysis of in-store advertisements by eye-tracking
| 研究者所属（当時） | 資格 | 氏名 | |
|---|---|---|---|
| （代表者） | 人間科学学術院 人間科学部 | 助教 | 武 博 |
| （連携研究者） | 人間科学学術院 | 教授 | 西村昭治 |
| （連携研究者） | Chang’an University | 講師 | Yishui Zhu |
| （連携研究者） | 人間科学学術院 | 教授 | 金群 |
- 研究成果概要
- With the
development of eye-tracking technology, existing studies verified the effect of
culture on eye movements. However, the detail of how the
different cultures, especially the different Asian cultures affect people’s color preferences about products by visual attention remains in black box. In this paper, we focus on the difference
between Chinese and Japanese who have similar but different cultures and try to
identify their difference in visual attention about color preferences when selecting goods by using
eye-tracking. The finding proves that people with different Asians
cultures have different viewing patterns when faced to select goods with
different colors. The
results also indicate that culture as a factor does affect to ones’ evaluation of products. The results can provide guidelines for products design or visual
marketing management.成果発表：研究の内容と結果は既に中国西安で開催した国際会議MUE2019 (The 13th International Conference on Multimedia and Ubiquitous Engineering)に投稿している、本会議は2019年4月。