Culture-based color influence paths analysis by using eye-tracking devices

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

With the development of eye-tracking technology, existing studies verified the effect of culture on people' s color preference by their eye-movements. However, prior studies usually see Asians to be holistic, and for specific colors, the details of these effect's type and influence paths are 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 the specific colors' influence paths which have affect their final product selecting by analyzing the data collected from eye-tracking devices. Base on the results of mediation and moderation tests, the finding proves that people's eye-movement metrics have mediated the effects of specific colors on their products selection, and their culture as an important moderation factor have moderate the same process partly. The results can provide guidelines for products design or visual marketing management.

Original languageEnglish
Title of host publicationProceedings - IEEE 17th International Conference on Dependable, Autonomic and Secure Computing, IEEE 17th International Conference on Pervasive Intelligence and Computing, IEEE 5th International Conference on Cloud and Big Data Computing, 4th Cyber Science and Technology Congress, DASC-PiCom-CBDCom-CyberSciTech 2019
PublisherInstitute of Electrical and Electronics Engineers Inc.
Pages66-71
Number of pages6
ISBN (Electronic)9781728130248
DOIs
Publication statusPublished - 2019 Aug
Event17th IEEE International Conference on Dependable, Autonomic and Secure Computing, IEEE 17th International Conference on Pervasive Intelligence and Computing, IEEE 5th International Conference on Cloud and Big Data Computing, 4th Cyber Science and Technology Congress, DASC-PiCom-CBDCom-CyberSciTech 2019 - Fukuoka, Japan
Duration: 2019 Aug 52019 Aug 8

Publication series

NameProceedings - IEEE 17th International Conference on Dependable, Autonomic and Secure Computing, IEEE 17th International Conference on Pervasive Intelligence and Computing, IEEE 5th International Conference on Cloud and Big Data Computing, 4th Cyber Science and Technology Congress, DASC-PiCom-CBDCom-CyberSciTech 2019

Conference

Conference17th IEEE International Conference on Dependable, Autonomic and Secure Computing, IEEE 17th International Conference on Pervasive Intelligence and Computing, IEEE 5th International Conference on Cloud and Big Data Computing, 4th Cyber Science and Technology Congress, DASC-PiCom-CBDCom-CyberSciTech 2019
CountryJapan
CityFukuoka
Period19/8/519/8/8

Keywords

  • Color preferences
  • Cultural variation
  • Eye-movement analysis
  • Eye-tracking

ASJC Scopus subject areas

  • Artificial Intelligence
  • Computer Networks and Communications
  • Hardware and Architecture
  • Information Systems and Management
  • Information Systems
  • Safety, Risk, Reliability and Quality
  • Control and Optimization

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  • Cite this

    Wu, B., Nishimura, S., Jin, Q., & Zhu, Y. (2019). Culture-based color influence paths analysis by using eye-tracking devices. In Proceedings - IEEE 17th International Conference on Dependable, Autonomic and Secure Computing, IEEE 17th International Conference on Pervasive Intelligence and Computing, IEEE 5th International Conference on Cloud and Big Data Computing, 4th Cyber Science and Technology Congress, DASC-PiCom-CBDCom-CyberSciTech 2019 (pp. 66-71). [8890524] (Proceedings - IEEE 17th International Conference on Dependable, Autonomic and Secure Computing, IEEE 17th International Conference on Pervasive Intelligence and Computing, IEEE 5th International Conference on Cloud and Big Data Computing, 4th Cyber Science and Technology Congress, DASC-PiCom-CBDCom-CyberSciTech 2019). Institute of Electrical and Electronics Engineers Inc.. https://doi.org/10.1109/DASC/PiCom/CBDCom/CyberSciTech.2019.00026