This study is aimed at investigating how consumers experience the retail environment visually, thus establishing a foundation for deeper insights into visual merchandising strategies. Specifically, we experimentally record and analyze consumers’ visual attention and emotional arousal in a test setting, and examine the influence of various elements as well as gender differences in recorded consumer responses. We conduct an experiment utilizing eye-tracking and virtual reality to analyze visual attention and emotional arousal in response to spatial and design elements in an immersive retail environment. We examine real-time measures of consumer interest and emotional responses during the retail experience. Valid gaze data from 24 male and 22 female participants are used for an analysis of total dwell time, total fixation count, and average pupil diameter. Consumers’ visual attention and emotional arousal showed different responses to specific areas of interest according to different spatial arrangements in the sales and service areas. This study statistically analyzed gender differences in consumer responses and performed a correlation analysis between visual attention and emotional arousal. Our findings provide insight into improving the design of retail environments for target consumers and contribute to building visual merchandising strategies.

中文翻译：

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在虚拟零售环境中使用眼动追踪技术评估消费者注意力和唤醒度

本研究旨在调查消费者如何在视觉上体验零售环境，从而为更深入地了解视觉营销策略奠定基础。具体来说，我们在测试环境中通过实验记录和分析消费者的视觉注意力和情感唤醒，并检查各种元素的影响以及记录的消费者反应中的性别差异。我们进行了一项实验，利用眼动追踪和虚拟现实来分析在沉浸式零售环境中响应空间和设计元素的视觉注意力和情感唤醒。我们在零售体验期间检查消费者兴趣和情绪反应的实时测量。来自 24 名男性和 22 名女性参与者的有效凝视数据用于分析总停留时间、总注视次数、和平均瞳孔直径。消费者的视觉注意力和情感唤起根据销售和服务区域的不同空间布置，对特定的兴趣区域表现出不同的反应。本研究统计分析了消费者反应中的性别差异，并对视觉注意力和情绪唤起进行了相关分析。我们的研究结果为改善目标消费者的零售环境设计提供了见解，并有助于制定视觉营销策略。本研究统计分析了消费者反应中的性别差异，并对视觉注意力和情绪唤起进行了相关分析。我们的研究结果为改善目标消费者的零售环境设计提供了见解，并有助于制定视觉营销策略。本研究统计分析了消费者反应中的性别差异，并对视觉注意力和情绪唤起进行了相关分析。我们的研究结果为改善目标消费者的零售环境设计提供了见解，并有助于制定视觉营销策略。